Marketing Research Report On Analysis of Buying Behavior of Mobile Phone Service Subscribers

In partial fulfillment of the requirement of research application in Business course of PGDM programs

SUBMITTED TO: Dr. Kamal K. Gupta

SUBMITTED BY: GROUP NO. 03 Abhishek Pratap Singh (ROLL NO. 01) Anup Kumar Gautam (ROLL NO. 08) Nagendra Singh (ROLL NO. 32)

INMANTEC Business School Ghaziabad

Table of Content
Executive summery Page No.

1. Introduction2 2. Literature review.5 3. Purpose of study.........................7 4. Research objectives ...........................8 5. Research hypotheses...9 6. Research methodology...10 6.1 Sampling & Sample Size.10 6.2 Data Requirements and Collection..10 6.3 Sources of Data...10 7. Data Analysis and Interpretation................12 7.1 Result of hypotheses.31 8. Finding ........35 9. Recommendation..36 10. Conclusion.37 . References Annexure Questionnaire

LIST OF TABLES
Sample Profile Page No.
1. Mobile Service Sample...12 2. Mobile network Sample..13 3. Mobile network providers Sample..14 4. Sample Profile of More than one network..14 5. Sample Profile from how long preferred....15 6. Sample Profile which factor influenced..16 7. Sample Profile of tariff plan....17 8. Sample Profile of satisfaction of tariff plan....18 9. rate the performance of service provider wise.....20 10. Sample Profile of changed service provider (with in 3 year)...21 11. Sample Profile of celebrity endorsement..21 12. Decision taken to subscribe...22 13. Sample Profile of Decision taken by someone..23 14. Change current service (in future)....24 15. Sample Profile of money spend (per month).25 16. Sample Profile of Gender..26 17. Sample Profile of Age group.27 18. Sample Profile of Education level.28 19. Sample Profile of Occupation...29 20. Sample Profile of Annual income.30 21. Preference of mobile service provider..31 22. Independent Samples Test.32 23. Satisfaction with tariff plan across income group.33 24. Independent Samples Test.34

LIST OF FIGURES
Sample Profile PAGE NO.

1. Sample profile of mobile service.12 2. Sample profile of mobile network...13 3. Sample profile of mobile network...14 4. Sample profile of most preferred network operator15 5. Sample profile from how long preferred service.16 6. Sample profile which factor influenced to subscribe..17 7. Sample profile of tariff plan18 8. Sample profile of satisfaction of tariff plan19 9. Sample profile of changed service provider (with in 3 year)......22 10. Sample profile of celebrity endorsement 23 11. Sample profile of Decision taken to subscribe24 12. Sample profile of Decision taken by someone...25 13. Sample profile of Change current service (in future)......26 14. Sample profile of money spend (per month).......26 15. Sample profile of Gender.....27 16. Sample profile of Age group...27 17. Sample profile of Education level...28 18. Sample profile of Occupation.29 19. Sample profile of Annual income...30

Executive summary
Indian telecom industry has seen exponential growth in the recent years. With steady increase in Purchasing power of the Indian middle class, the mobile phone market is also rapidly expandingboth for handset manufacturers as well as cellular connection providers. Indian telecom industry is very competitive and customers are informed decision makers. These two factors are the keys to the dynamic nature of trends and consumer behaviour in this market. In order to gauge preferences, views and concerns of mobile phone customers, we carried out an exhaustive research through a survey. Our research was conducted Ghaziabad city to observe the changing trends, likes and dislikes of mobile users. We could sense a distinctive shift in the preferences and priorities of an Indian consumer. Consumer is focused more on quality of the service being provided. The research finding that the companies need to be competent in delivery of their services and ensuring customer satisfaction for a sustainable growth in the telecom sector. The present study conducted on 190 mobile phone users of various mobile phone service providers such as Vodafone, Airtel, BSNL, Reliance, Idea, Tata Indicom and few other players. The results derived from the study indicate that the factor that induces the consumers to buy a particular mobile phone operator is call tariffs followed by network coverage and brand image. The study also highlights that majority of deponents are satisfied with the value added services offered by their mobile phone service providers. During our research, we realized that 48% of the research participants want better network coverage and 23% want better tariff plan. Based on our research findings and our in-person interaction with the participants, in this edition of Indian Mobile Users, Experience Monitor, we have made a number of recommendations for the companies so as to help them improve their services for the mobile users in India.

1. Introduction

Introduction
The booming revolution in Information Technology sector has pushed the Indias telecom market. India has shown tremendous growth in past few years in terms of cellular services. Since past few years consumers prefer wireless mode of telephone services to wire line services. The Industry has grown over twenty times in just ten years, from under 37 million subscribers in the year 2001 to over 846 million subscribers in the year 2011. India has the worlds second- largest mobile phone user base with over 929.37 million users as of May 2012. In the last 3 years, two out of every three new telephone subscribers were wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber base, as compared to only 40% in 2003. The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country Cell phones are a vast improvement over the telecommunications technology of the past, and now become an important asset in todays busy life. Cell phones have become the necessity in todays competitive environment to meet the emerging global economy. India is a developing economy and we are moving ahead compared to other similar economies in rapid speed. Communication is the key to growth and a mobile-phone is an essential part of this communication factor. This research paper focuses on the different purposes people use their mobile phones and their criteria of selection of a service provider in their region. Apart from that, with the new introduction of Mobile Number Portability (MNP) scheme there have been quite a lot of transitions of service-providers among the customers. This research paper focuses on specific factors pertinent to a service provider, which is fueling this transition, mapped to a service-provider level. 190 people in India from GHAZIABAD have been surveyed to conduct this research. The Mode of Study The data was collected through sampling method. I had taken 190 as my sample size. In this research I used the method of Questionnaire. Questionnaire was given and filled by the consumers of various age groups. The research is of strong significance to the existing mobile service subscriber. Analysis of various factors and inputs collected in the study shows varying customer satisfaction levels across different mobile subscribers. The research suggests certain service aspects that the existing players should focus more closely to allure the customers with better services and at the same time to retain the existing customers.

The Indian telecom sector, seen as providing the most affordable service in the world, has grown by leaps and bounds in the last decade. Consumer behavior based on the satisfactory level of the consumers with the providers or companies. There are different factors and determinants which affect -in their service from one service to another. The Indian Telecommunications network with 110.01 million connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world and represents unique opportunities for U.S. companies in the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005, is expected to reach 250 million in 2007. According to Broadband Policy 2004, Government of India aims at 9 million broadband connections and 18 million internet connections by 2007. The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY20042005. In the last 3 years, two out of every three new telephone subscribers were wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected to bypass 2.5 million new subscribers per month by 2007. The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country. Cell phones are a vast improvement over the telecommunications technology of the past, and now become an important asset in todays busy life. Cell phones have become the necessity in todays competitive environment to meet the emerging global economy It was Started in 1851, when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were emerged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long distance service that would be its own
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regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector.. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account .Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular he tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

2. Literature Review

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Literature Review
The usage of mobile phones has converted the world into a global village. The connectivity across the global and at any hour of the day has reduced the distance among the people. (A study of Mobile Usage Behavior of students of Himachal Pradesh University). The demographic characteristics of consumer impact the choice of service provider to a great deal. In India, youth is the driver of the growth of the mobile services. But on the same time, it is found out that gender also plays a significant role in choice of mobile phone usage as people make it a point that what services they are purchasing are being in use. They purchase the features and technology that they can understand.Since Government of India has allowed the private participation in telecom sector, the competition has increased manifold which has impacted the marketing strategy of the existing service provider. Initially state owned telecom service providers had a monopoly in the market but in last few years, industry has witnessed a tremendous change in the industry because of economic liberalization and hence it has forced the companies to adopt the strategies which not only acquire customers but also look forward to maintain them. It is important not only because company wants to have a huge base of customers and a market share but also because the choice of other people are highly influenced by the reference group. And if current customer base is not satisfied, there are few chances that company will get new customers easily.The purchasing behavior of a customer does not depend only on the features and technology of the mobile phone but also largely depends on the fact that is the level of the services of the mobile service provider (Liu, 2002). Kalpana and chinadurai(2006) found that advertisement play a dominant role in influencing the customers but most of the customers are of opinion that promotional strategies of cellular companies are more sale oriented rather than customer oriented. Haqueet al (2007) suggested that price, service quality and availability, and promotional offer play a main role during the time to choose telecommunication service provider. In a survey conducted in 2009, Indian mobile phone users indicated diversity of services, reliable customer services and reasonable pricing as the main features of quality of service (Prabhudesai, 2009). Mobile phones, which were introduced around a decade ago in 19951996 in India, are becoming the dominant means of accessing communication. At the end of 2005 2006, there were 90 million mobile subscribers in India in comparison to 50 million subscribers for landlines. The Telecom sector continued to register an impressive growth during the year 2012. The
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number of telephone subscriptions increased from 846.32 million to 951.34 million, registering a growth of 12.41 %. The wireless subscriber base increased by 107.58 million and the wire line subscriber base recorded a decline of 2.56 million. The wireless segment continued to dominate with a total base of 919.17 million connections. The overall teledensity in the country increased to 78.66 from 70.89. The rural teledensity increased to 39.22 from 33.79. The urban teledensity increased to 169.55 from 157.32. The wireless subscriber base was 919.17 million as on 31st
March 2012.In comparison to the subscriber base of 811.59 million as on 31st March 2011. It

added 107.58 million subscribers in the financial year 2011-12.Registering an annual growth rate of about 13.26%. The total subscriber base of wireless services has grown from 165.11 million in March, 2007 to 919.17 million in March, 2012 as depicted in Figure 1 below: (Annual Report 2011-12 of Telecom Regulatory Authority of India)
Figure 1: Wireless Subscriber (in millions)

the increase in mobile phones has been phenomenal in comparison with landlines. According to the latest TRAI report, the mobile tele-density (number of mobile phones per 100 inhabitants) in India stands at 52.30 compared to 36.98% at the end of march 2009 (TRAI: annual report0809) and if the mobile growth rate continues at this pace we should cross 1 billion mobile market in the end of the year 2012.That reason Indian telecom industry is one of the biggest industry. (Source: Arun Prabhudesai, founder / chief editor at www.trak.in), (Source: India business blogtrack. in).

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3. Purpose of study

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Purpose of study
In past few years, the adoption of mobile phone has been increase rapidly in many parts of world, and especially in India where cellular phones are now a days almost as common as wrist watch. The Craze for mobile services in India is increasing substantially. There has number of players are providing the mobile services like Reliance, Airtel, Vodafone, BSNL, MTNL, TATA Indicom, Idea, Aircel and so on entered the telecom services market. India is currently the 2nd largest Mobile Market in the world after China, adding nearly 10-12 million subscribers on average monthly. Indian telecom industry underwent a high pace of market liberalization and growth since 1990s and now has become the world's most competitive and one of the fastest growing telecom markets. The Industry has grown over twenty times in just ten years, from under 37 million subscribers in the year 2001 to over 846 million subscribers in the year 2011. India has the worlds second- largest mobile phone user base with over 929.37 million users as of May 2012. Most of the Metros and big cities have nearly come to a saturation point, however, the current phase of growth in Indian Mobile Market is in Rural areas that is now accounting for majority of growth in mobile space. . The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country. The purpose of this study is how influence the various factor related to consumer behavior of mobile services.

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4. Research objectives

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Research objectives
The objectives of research discuss the various factor affecting the mobile phone users and behavior of mobile service users particularly in regard to: Buying Motivations Brand Preference Price Sensitivity Influence of promotional offers

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5. RESEARCH HYPOTHESES

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Hypothesis
The hypothesis of study observes the impact of service parameters like, brand preference, price of services, customer care, promotional offers, & buying motivations of customer satisfaction.

5.1. Hypotheses of the study H1: There is significant difference in the customer satisfaction with tariff plan across preferred mobile service provider. H2: There is significant difference in the customer satisfaction with tariff plan between GSM and CDMA customers. H3: There is significant difference in the customer satisfaction with tariff plan across income groups. H4: is significant difference in the customer satisfaction with tariff plan between males and females.

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6. Research methodology

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Research methodology
This research study was conducted through a survey. Therefore, this research is based on descriptive research. This is the best research method to understand public opinion regarding any Issue. So this method can help to produce the precise result. To achieve the above-mentioned objectives & to proved these hypotheses, the study was doing through Survey method. Questionnaires were filled by personally interviewing various customers. Interview technique use to get the valid & reliable data.

6.1 Sampling & Sample Size

A sample is a set or a group of population under study. Sampling is the process of selecting such set or group from bigger population, with which study can be performed. Random sampling technique was used for survey. A Pilot survey conducted on 190 respondents in the Ghaziabad. We selected the various malls in Ghaziabad like Opulant, Ansal, Shipra and Choudhry mall. It took 3 weeks time to collect responses from the respondents.

6.2 Data Requirements and Collection Primary Source: Data was collected by using questionnaire and by interviewing variety of customer directly. Secondary Source : Secondary source of data is includes : published articles, research papers, published books, different research work done previously , relevant papers or journals, magazine etc. And also used other different types of reports from Internet sites and blogs etc. Benchmark values will collect from several circulars issued by TRAI.

6.3 Data Analysis Technique In this study we have taken ANOVA test, Independent t-test analysis and result interpretation tool.

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6.4 Limitations This research is limited to mobile service industry but could be beneficial to other service sector to understand the customer perception wherever required. The survey is limited with five basic parameters. Geographical location is limited to Ghaziabad area.

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7. Data Analysis and Interpretation

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Data Analysis and Interpretation

Mobile Service Wise Among all respondents, 159 respondents that 83.68% are using the pre-paid and 31 respondents that 16.32 are using post-paid services. It is clear that majority of pre-paid subscriber are more than post-paid subscriber. Table 1: Mobile Service Sample Profile Mobile Services Pre-paid Post-paid Number of Respondents 159 31 % of Respondents 83.68 16.32

Figure 1: Sample profile of mobile service

Mobile Service
16% Pre-paid Post-paid 84%

Regarding the mobile network Wise There are 173 respondents (91.05%) using GSM and 17 respondents (8.95%) using CDMA mobile network, according to this figure GSM subscribers are more than CDMA subscribers

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Table 2: mobile network Sample Profile

Mobile network GSM CDMA No. Of respondent 173 17 % of respondent 91.05 8.95

Figure 2: Sample profile of mobile network

Mobile network
9% GSM CDMA 91%

Mobile service provider/s do you use wise As per the subscriber has responded to subscribe 16.90% BSNL (49 respondent), 19.66% Aritel (57 respondent), 16.55% Aircel (48 respondent), 16.90% Vodafone (49 respondent), 11.72% Idea (34 respondent), 17.24% Reliance (50 respondent), and 1.03% other (3 respondent) out off 190 respondent. Table 3: Mobile network providers Sample Profile
Services BSNL Airtel Aircel Vodafone Idea Reliance Other No. of respondent 49 57 48 49 34 50 3 % of respondent 16.90 19.66 16.55 16.90 11.72 17.24 1.03

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Figure 3: Sample profile of mobile network Service providers

1% 17% 12% 17%

BSNL

Airtel
20%

Aircel

Vodafone
17% 16%

Idea Reliance Other

Subscribed more than one network operator wise Among all respondents 50 respondents that 26.32% are fall in the Airtel, 39 respondents that is 20.53% is the Vodafone, 29 respondents that is 15.26% is the Aircel, 26 respondents that is 13.68 is the Reliance, 25 respondents that is 12.63% is the BSNL, 19 respondents that is 10% is the Idea, and rest of 2 respondents that is 1.05% is the preferred the Others network. It is clear that Airtel is the most preferred network.

Table 4: Sample Profile of More than one network subscribed

Network Operator BSNL Airtel Aircel Vodafone Idea Reliance Other No. Of respondent 25 50 29 39 19 26 2 % of respondent 12.63 26.32 15.26 20.53 10.00 13.68 1.05

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Figure 4: Sample profile of most preferred network operator most preferred network
1% 14% 10% 13% BSNL Airtel Aircel

26%
21% 15%

Vodafone Idea Reliance Other

From how long preferred service wise Among all respondents 77 respondents that are 40.53% are availing of his service provider in 4 or more than 4 years, 49 respondents that is 25.79% are availing more than 3 years, 45 respondents that is 23.68% are availing more than 2 years and 19 respondents that is 10% are availing 1 or less than 1 years. It clear that customer preferred long time is availing from his service.

Table 5: Sample Profile from how long preferred service

How long subscribed < 1 year 2 year 3 year > 4 year No. of respondent 19 45 49 77 % of respondent 10.00 23.68 25.79 40.53

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Figure 5: Sample profile from how long preferred service Time availing with preferred network
< 1 year 2 year 3 year > 4 year

10% 40% 24%

26%

Factor influenced to subscribe the service wise Among all respondents 92 respondents that is 48.42% are influenced by Network, 44 respondents that is 23.16% are influenced by Tariff, 32 respondents that is 16.84% are influenced by Brand image, 11 respondents that is 5.79% are influenced by Customer Service, 9 respondents that is 4.75% are influenced by Internet service and rest of that is 2 respondents influenced by Others.

Table 6: Sample Profile which factor influenced to subscribe

Factors Network Brand Image Tariff Internet Service Customer Service Other No. of subscriber 92 32 44 9 11 2 % of subscriber 48.42 16.84 23.16 4.74 5.79 1.05

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Figure 6: Sample profile which factor influenced to subscribe subscribe influenced factor
5%

1% 6%
Network Brand Image

23%

48%

Tariff Internet Service Customer Service

17%

Other

Tariff plan Wise Among all respondents 85 respondents that is 44.21% are using life time plan, 59 respondents that is 31.05% are using normal plan, 39 respondents that is 20.53% are using per second plan are rest 7 respondents that is 3.68% are using Minute plan.

Table 7: Sample Profile of tariff plan

Tariff plan Life time Normal monthly plan Per second plan Minute plan No. of respondent 85 59 39 7 % of respondent 44.21 31.05 20.53 3.68

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Figure 7: Sample profile of tariff plan

Tariff plan users

4% Life time 45% Normal monthly plan Per second plan 31% Minute plan

20%

Satisfaction of tariff plan Wise Respondents (i.e. 25.26%) are rated 5, 121 respondents (i.e.63.68%) are rated 4, 18 respondents (i.e. 9 Among all respondents 48.47%) are rated 3, 3 respondents (i.e. 1.58% ) are rated 2 and none of respondents are rated 1, in a rated scale, to define their satisfaction regarding tariff plan.

Table 8: Sample Profile of satisfaction of tariff plan

Satisfaction of tariff plan Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied No. of respondent 48 121 18 3 0 % of respondent 25.26 63.68 9.47 1.58 0.00

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Figure 8: Sample profile of satisfaction of tariff plan

Satisfaction level
2% 0% Highly satisfied 9% 25% Satisfied Neither satisfied nor dissatisfied Dissatisfied 64% Highly dissatisfied

Rate of performance of mobile service providers wise Among all respondents 70 respondents are rated 5 with call rated , 48 respondents are rated 5 with network coverage , 25 respondents are rated 5with tariff plan, 28 respondents are rated 5 with sales promotion offers, 22 respondents are rated 5 with customer service, in rated scale, it defined the performance of mobile service providers.

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

Rank Variables No. of Call Rate Respondents Percentage No. of Network coverage Respondents Percentage No. of Tariff plan Respondents Percentage No. of Sales promotion offers Respondents Percentage No. of Customer service Respondents Percentage 16.84 17.37 24.21 30.00 11.58 100 9.47 32 19.47 33 24.74 46 31.58 57 14.74 22 100 190 5.26 18 15.79 37 35.79 47 30.00 60 13.16 28 100 190 7.37 10 11.58 30 22.63 68 33.16 57 25.26 25 100 190 7.89 14 8.95 22 15.26 43 31.05 63 36.84 48 100 190 1 15 2 17 3 29 4 59 5 70 Total 190

How many times changed service provider in the last three year Wise Among all respondents 125 respondents (i.e.65.79%) are changed service provider in 0-2 times, 52 respondents (i.e.27.37%) are changed 2-5 times, 10 respondents (i.e.5.26%) are changed 5-10 times and 3 respondents (i.e. 1.58%) changed more than 10 times.

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

Changed times 0-2 2-5 5-10 > 10 No. of respondent 125 52 10 3 % of respondent 65.79 27.37 5.26 1.58

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

Changed service provider

80.00 60.00 40.00

20.00
0.00 0-2 2-5 5-10 > 10

Celebrity endorsement wise Among all respondents 77 respondents (i.e.40.53%) are accepting, impact of celebrity endorsement and 113 respondents (i.e.59.47 %) are not endorsing by any celebrity.

Table 13: Sample Profile of celebrity endorsement

Celebrity Yes No No. of respondent 77 113 % of respondent 40.53 59.47

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Figure 13: Sample profile of celebrity endorsement Impact of celebrity endorseement

41% 59%

Yes No

Decision taken to subscribe wise Among all respondents 51 respondents (i.e. 26.84%) are to choose his service by someone advised and 139 (i.e. 73.16%) are to choose his service provider by own decision.

Table 14: Sample Profile of Decision taken to subscribe

Decision Somebody Own No. of respondent 51 139 % of respondent 26.84 73.16

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Figure 14: Sample profile of Decision taken to subscribe

Decision factor to choose service provider

Somebody own

27% 73%

Adviser to subscribe wise Among all respondents 69 (i.e. 36.32%) are decision taken by family to choose service provider, 77 respondents (i.e. 40.53%) are taken by friends, 18 respondents (i.e. 9.47%) are decision taken by colleagues and 26 respondents (i.e. 13.68%) are decision taken by relatives. Table 15: Sample Profile of Decision taken by someone
someone Family Friends Colleagues Relatives No. of respondent 69 77 18 26 % of respondent 36.32 40.53 9.47 13.68

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Figure 15: Sample profile of Decision taken by someone Decision factor

Family Friends Colleagues Relatives

14% 9%

36%

41%

Change current service (in future) Wise Among all respondents 51 respondents (i.e. 26.84%) are change service provider in future, 80 respondents (i.e. 42.11%) are no change in future and rest 59 respondents (i.e. 31.05%) cant say about future.

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

Change service Yes No Can't say No. of respondent 51 80 59 % of respondent 26.84 42.11 31.05

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

Changing service
Series1

42.11 26.84

31.05

Yes

No

Can't say

Money spend Wise Among all respondents 8 respondents (4.21%) are spend money upto Rs.100, 50 respondents (26.32%) are spend Rs.100 to 250. 64 respondents (33.68%) are spend Rs.251 to 500, 52 respondents (27.37%) are spend Rs.501 to Rs.1000 and 16 respondents (8.42%) are spend more than Rs.1000 on his mobile phone per month.

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

Money spend Up to Rs.100 Rs.101 to Rs.250 Rs.251 to Rs.500 Rs.501 to Rs.1000 Above Rs. 1000 No. of respondent 8 50 64 52 16 % of respondent 4.21 26.32 33.68 27.37 8.42

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

Expenses of mobile
Series1 26.32 4.21 Up to Rs.100 Rs.101 to Rs.250 Rs.251 to Rs.500 Rs.501 to Rs.1000 33.68 27.37 8.42 Above Rs. 1000

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

Table 18: Sample Profile of Gender

Gender Male Female No. of respondent 153 37 % of respondent 80.53 19.47

Figure 18: Sample profile of Gender Gender

19%
Male 81% Female

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Age Wise Among all respondents 89 respondents that 46.84% are fall under the age group 18 to 25 years, 66 respondents that is 34.74% are fall under the age group 26 to 35 years, 28 respondents that is 14.74% are fall under the age group 36 to 45 years, and 7 respondents that is 3.68% are fall Under the age group 45 to 60 years. So, it is clear that the majority of respondents belong to 18-25 age group generation (46.84% respondents). Table 19: Sample Profile of Age group
Age group 18-25years 26-35 years 36-45 years 46-60 years Above 60 years No. of respondent 89 66 28 7 0 % of respondent 46.84 34.74 14.74 3.68 0.00

Figure 19: Sample profile of Age group

Age
3% 0% 18-29 years 15% 47% 35% 26-35 years 36-45 years 46-60 years Above 60 years

Education level Wise Among the all respondents 11 respondents that is 5.79% are fall under the education level up to 10 +2, 99 respondents that is 52.11% are fall in the graduate/diploma group and 80 respondents that is 42.11% are fall in the post graduate and above group. It is clear that the majority of respondents belong to graduate/diploma group.

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Table 20: Sample Profile of Education level

Education level Up to 10+2 Graduate/Diploma Post Graduate and above No. of respondent 11 99 80 % of respondent 5.79 52.11 42.11

Figure 20: Sample profile of Education level

Qualification
60.00 40.00

20.00
0.00 Up to 10+2 Graduate/Diploma Post Graduate and above

Occupation Wise Among all respondents 40 respondents that is 21.05% are fall under the service occupation, 37 respondents that is 19.47% are fall under business, 35 respondents that is 18.42% are fall under the self employed, 73 respondents that is 38.42% are fall under student, 5 respondents are belong to home maker. It clear that the no. of respondents is belongs to student group.

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Table 21: Sample Profile of Occupation

Occupation Service Business Self Employed.. Student Home Maker Other No. of respondent 40 37 35 73 5 0 % of respondent 21.05 19.47 18.42 38.42 2.63 0.00

Figure 21: Sample profile of Occupation

Occupation
Service Business Self Employed.. 3% 0% 21% 38% 20% 18% Student Home Maker Other

Annual household income Wise Among all respondents 39 respondents that is 20.53% are belong to less than 2 lacs income group, 95 respondents that is 50% are belong to 2-5 lacs income group, 52 respondents that is 27.37% are belong to 5-10 lacs income group and 4 respondents that is 2.11% are belong to above 10 lacs income group.

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Table 22: Sample Profile of Annual income

Annual income < 2 lacs 2-5 lacs 5-10 lacs Above 10 lacs No. of respondent 39 95 52 4 % of respondent 20.53 50.00 27.37 2.11

Figure 22: Sample profile of Annual income

Annual Income

50.00 20.53 < 2 lacs 2-5 lacs 27.37 2.11 5-10 lacs Above 10 lacs

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8. Result of hypotheses

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H1: significant difference in the customer satisfaction with tariff plan across preferred mobile service provider. From the below table we found that the F value is not significant (0.157) at p<0.05, so, the alternative hypothesisH1 is rejected at 5 percent significant level. Hence we can say that TABLE NO. 23:ANOVA Preference of mobile service provider
Sum of Squares Between Groups Within Groups Total .383 74.585 74.968 df 6 183 189 Mean Square .064 .408 F .157 Sig. .987

there is no significant difference in customer satisfaction with tariff plan across preferred mobile service provider.

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H2: There is significant difference in the customer satisfaction with tariff plan between GSM and CDMA customers. From the below table we found that the t value is not significant (0.059) at p<0.05. So here alternative hypothesis H2 is rejected at 5 percent significance level. So we can say that there TABLE NO.24 Independent Samples Test Levene's Test for Equality of Variances F Sig. t df Sig. (2tailed) Mean Std. Error 95% Confidence Interval of the Difference Lower Upper How satisfied are you with the Equal variances assumed Equal .054 18.621 .957 -.010 .176 -.377 .358 .558 .456 .059 t-test for Equality of Means

Difference Difference

188

.953

-.010

.161

-.326

.307

tariff plan variances of your service? not assumed

is no significant difference in the customer satisfaction with tariff plan between GSM and CDMA customers.

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H3: There is significant difference in the customer satisfaction with tariff plan across income groups. From the below table we found that the F value is not significant (1.027) at p<0.05. So here the alternative hypothesis H3 is rejected at 5 percent significant level. Hence, we can say that

TABLE NO.25 ANOVA Satisfaction with tariff plan across income group Sum of Squares Between Groups Within Groups Total 1.221 73.747 74.968 3 186 189 Df Mean Square .407 .396 1.027 .382 F Sig.

there is no significant difference in customer satisfaction with tariff plan across income group.

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H4: There is significant difference in the customer satisfaction with tariff plan between males and females. From the below table we found that the t value is not significant (0.198) at p<0.05. So here alternative hypothesis H4 is rejected at 5 percent significance level. So we can say that there

TABLE NO.26 Independent Samples Test Levene's Test for Equality of Variances F Sig. t df Sig. (2tailed) Mean Std. Error 95% Confidence Interval of the Difference Lower Upper Equal . Which kind of mobile network do you use? Equal variances not assumed is no significant difference in the customer satisfaction with tariff plan between males and females. .204 56.604 .839 .010 .051 -.092 .113 variances assumed .160 .690 .198 188 .843 .010 .053 -.093 .114 t-test for Equality of Means

Difference Difference

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9. FINDINGS

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FINDINGS
a. Call rates play the pivotal role in switching the service provider followed by Network coverage, value added service, Consumer care and advertisement which plays the least important role. b. Poor network coverage, Frequent Network Problems, High call rates, Influence from family and friends are the most important factors which affects the subscriber behavior. c. According to the study, the most preferred service provider is Airtel (26.32%). BSNL occupies the second place with Consumer preference of 12.63%, followed by Reliance (13.68%), Aircel (15.26%), Vodafone (20.53%),others (1.05%) d. It is found that majority of the consumers are influenced by the family to select their service provider and a sizeable number of the consumers are influenced by their friends e. The findings derived from the study will be helpful for mobile phone service providers in deciding and implementing their sales strategy for the promotion of mobile phone services. f. Service Charge and Plan is the next most important factor in choice making toward service provider.

g. Among all respondents 125 respondents (i.e.65.79%) are changed service provider in 0-2 times, 52 respondents (i.e.27.37%) are changed 2-5 times, 10 respondents (i.e.5.26%) are changed 5-10 times and 3 respondents (i.e. 1.58%) changed more than 10 times.

h.

It was observed that Network Quality is the important factor which have been consider by the customers before choosing mobile service provider.

i.

It was find that a large proportion of the respondents have chosen mobile service provide because the operators recommended by family members, friends and peers.

J. As most of the consumers are unaware of the value added services offered by mobile phone service providers, aggressive advertisements.

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10. Recommendation

49

RECOMMANDATION
From the study, it is clear that Network and Call rates lead the consumers to choose the service provider. So, mobile service subscribers to satisfy with minimum call rates. a. Mobile service providers should invest more on improving their network coverage in order to retain their consumers. b. Mobile service providers have to provide more offers for family and friends. Enticing offers still hold a major sway. c. Mobile service provider should satisfy their current consumers by providing them innovative offers. d. Mobile service provider should accept valid feedbacks from consumers regularly and make sure that they satisfy the consumers. e. Call tariff is the most influencing factor which induced consumers to buy a particular mobile phone operator. Therefore, call rates should be made competitive and affordable in order to capture more consumers. f. All the mobile phone operators should launch more and more periodical offers from time to time especially by BSNL. g. Customer care services play an important role in retaining consumers. Therefore, customer care services should be improved and there should be provisions of taking feedback from consumers so that necessary steps can be taken in this direction. h. All the mobile phone operators should emphasis more on the postpaid plans by making consumers aware about the unique features of the plan and reducing monthly rentals. i. Advertising campaigns focusing on family members and friends should be aggressively aired so that they can create new customers for the company among their family members, relatives and friends. j. Mobile service providers should have specific and suitable plans for each segment of customer. . k. Mobile service providers should measure customer loyalty regularly.

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10. CONCLUSION

51

CONCLUSION
The study reveals that call rates play the most important role in using the service provider followed by network coverage; value added service, Consumer care and advertisement which plays the least important role. It is found that there is a relation between the service subscriber and the factors (Customer service, call rates service, network, tariff plan problem, etc.). After analyzing the findings of the study, we suggest that cellular service providers concentrate more on increasing network stability and setting tariff rates competitively. The findings also suggest that managers of these mobile operators should shift focus on building corporate image and analyze more carefully the reason for consumers to switch brands in this industry in order to increase loyalty among these consumers. This study was undertaken to examine and understand the consumers behaviour choice in selecting cellular mobile telecommunication service providers. Consumers perception is widely varied in accordance with the Communication quality, call service, tariff plan, facilities, price, customer care and service providers quality. Hence, from the result of our study, we can deliberately conclude that tariff plan has significant positive impact on consumer perception choice in selecting telecommunication service provider. Hence, product quality from the marketers perspective is associated with communication, price, feature, function, or performance of a product. Price plays a significant role in the purchase decision of the telecommunications sector. However, our study shows that product quality and availability has a significant impact on consumer perception choice in selecting mobile telecommunication service provider and supported. The present study clearly points to the fact that the three factors, service quality and brand image, service charges and tariff plan and network quality, play a vital role in the choice of an mobile service providers The second part of the study reveals the role of word-of-mouth in the marketing of a service provider. Due to competitive pressure, the Indian mobile service provider market is flooded with verity of plans; service quality should be enhanced by the mobile operators to increasing the level of the customer. Service providers need to develop such better image in the mind of the customer. Network related problems such as poor connectivity, low coverage force the customer to choose according to his preference. Mobile service provider market is on booming stage and come out with the different pan and scheme with low service charges, which forced customer to thing about initial subscription cost, availability of plans as per requirement and tariff. From the above discussion, it can be conclude that service operators should create an emotional relationship with
52

the customer through innovative plans and enhance their services quality & brand image, better connectivity and goodwill with the customer because the customer always want more from their operators. And ultimate, this emotional relationship influences a customers choice over an mobile service providers.

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References

54

References
1. Mobile user satisfaction Survey in Voice & Data the Business of Communications Magazine, Cyber Media Publication April 2008 2. Wikipedia of Cell phone retrieved from en.wikipedia.org/wiki/Mobile phone 3. Subscribers information on COAI Cellular Operators Association of India retrieved on 2nd August 2008 from www.coai.com 4. Measuring Customer Satisfaction, A review of approaches By Idea Knowledge 23rd March 2006 on www.idea.gov.uk 5. Press release march 2012 on www.trai.gov.in 6. Telecom Regulatory Authority of India Quality of Service Division Consultation Paper on fixing the benchmarks pertaining to Quality of Service. TRAI House on www.trai.gov.in. 7. VOC on Wikipedia Retrieved on 20th March 2008 from "//

en.wikipedia.org/wiki/Voice_of_the_customer" 8. Telecom Regulatory Authority of India (TRAI) had recently issued show cause notices to some of the biggest mobile service providers in the country. A report on

sifybroadband.techwhack.com 9. Voice & Data Magazine, cyber media publication April 08 Pg 8. 10. Measuring Customer Satisfaction & Perceptions with. Customer Satisfaction Survey. www.psmsc.com/UG2004/Presentations/ BeyersCraigClarkBetsy 11. Measuring Customer Satisfaction & quality on www.metrics.net Abstract of the study 1 9 12. Understanding customer attitudes www.rightnow.com/products /prod_metr.html 13. Relevant legislation, regulations and Telecom policy, & activities of the body on www.trai.gov.in 14. BSNL Chennai scores high on customer satisfaction. BSNL has a reason to celebrate. Celloneindia.com a report www.bsnl.in/ bsnlnews.asp 15. Study on mobile phone user satisfaction in Delhi on www.visionreviewpoint.com
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16. Ranjit Kumar, Research Methodology: A Step By Step Guide for Beginners 2nd edition, Low Price Edition, Pearson Education 17. Mehrens and Lehmann's "Measurement and Evaluation in Education and Psychology" 3rd edition, 1984, published by Holt, Rinehart & Winston. 18. The Service quality Gap Analysis www.referenceforbusiness.com/ management/ExGov/Gap-Analysis. 19. CSI on www.symphonytech.com/articles/satisfaction.htm 20. Rajendra Nargundkar : Service Marketing, Text And Cases 2nd edition, Tata McGraw Hill Publication 21. C. R. Kothari : Research Methodology Methods & Techniques, revised 2nd edition, New Age Publication

Executive Summary

56

ANNEXURE

57

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

Pre-paid Post-paid
2. Which kind of mobile network do you use?

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

BSNL Airtel Aircel Vodafone Idea Reliance Others, Please Specify

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

BSNL Airtel Aircel Vodafone Idea Reliance Others, Please Specify

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

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

<1 year 2 years 3 years >4 years

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

Network Brand Image Tariff Internet Service Customer Service Other, Please Specify..
7. Which tariff plan are you currently using?

Life time Normal monthly plan Per second plan Minute plan
8. How satisfied are you with the tariff plan of your service?

Highly satisfied Satisfied Neither satisfied nor dissatisfied. Dissatisfied Highly dissatisfied.
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9 .Please rate the performance of your mobile service provider from 1 to 5 (Where 1= very poor, 5= very good) on the below mentioned factors: Call rate Network coverage Tariff plan Sales promotion offers Customer service ______ ______ ______ ______ ______

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

0-2 2-5 5-10 more than 10

11. Please rank the below mentioned mobile service features in the order of decreasing importance (give rank 1 to the most important and rank 8 to the least important). Call rates SMS rate Value added services Internet charges Validity SIM cost Roaming charges Coverage ______ ______ ______ ______ ______ ______ ______ ______

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

TV Newspaper Through SMS Internet Hoardings Friends Telephone calls Other

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

Yes No
14. How did you decide to choose your mobile service provider?

1. 2.

Somebody advised me Entirely it was my own decision

15. In case if you were advised by somebody, who advised you to purchase the mobile service connection? (please tick all that apply)

Family member/s Friends Colleagues Relatives

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

Yes No Cant say

If yes, which one would you most likely go for ____________________

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

Up to Rs. 100 Rs. 101 to Rs. 250 Rs. 251 to Rs. 500 Rs. 501 to Rs. 1000 Above Rs. 1000
18. Your Gender

Male Female
19. Your age group?

18-25 years 26-35 years 36-45 years 45-60 years Above 60 years
20. Your education level?

Up to 10+2 Graduate/Diploma Post graduate and above

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21. Occupation of respondents

Service Business Self Employed Professional Student Home Maker Others Please Specify
22. Your average annual household income?

Less than 2 lacs 2-5 lacs 5-10 lacs Above 10 lacs

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