DISSERTATION REPORT

ON

“INFLUENCE OF CULTURE IN
CHANGING CELLULAR
SERVICE PROVIDER”

Submitted for the Partial Fulfillment of the Requirement for the Degree
of Master of Business Administration (M.B.A),
Rourkela
Submitted By
Guided by,
MD NABEEL
Mrs. JYOTSNA RAI
REGD. NO.-
0706519040
MBA-V (2007-09)

UNDER
 DECLARATION

I do hereby declare that the project entitled “INFLUENCE OF CULTURE IN CHANGING

CELLULAR SERVICE PROVIDER” submitted as a part of the requirement for the partial
fulfillment of MBA at IIPM-SOM, Kanshbahal, Rourkela is an original piece of work done by
me under the guidance of Mrs. Jyotsna Rai, Faculty, at IIPM –SOM, kansbahal, Rourkela
has not been submitted for award of any degree elsewhere in part or full.

MD NABEEL

REG-NO, 0706519040
46
 CERTIFICATE OF THE GUIDE

This is to certify that the work entitled “INFLUENCE OF CULTURE IN CHANGING

CELLULAR SERVICE PROVIDER” is a piece of DESSERTATION Report done by Md
Nabeel, student of MBA VI Trimester IIPM SCHOOL OF MANAGEMENT, Kansbahal ,
Rourkela bearing Reg. No 0706519040 under my guidance and supervision for partial
fulfillment of MBA curriculum of BIJU PATNAIK UNIVERSITY OF TECHNOLOGY,
Rourkela, Orissa.

Mrs. Jyotsna Rai

IIPM School of management

(Signature)
46
 ACKNOWLEDGEMENT

I am very grateful to Mrs. Jyotsna Rai for giving us this topic for undertaking a Dissertation
work. I would like to thank her for guidance and timely support which made the completion of
this project possible. Our institute has also helped a lot in the completion of this project by
giving me access to Internet and other required facilities. I would like to thank all the laboratory
members.

A work of this nature requires support from many other areas as well. I would like to
thank all those who helped us in the completion of this project. Without the support and
guidance of our family and friends this work would not have been possible. I would also like to
thank the respondents for their kind co-operation.

Md Nabeel
IIPM-SOM
KANSBAHAL
46
CHAPTER TOPIC PAGE NO

1 OBJECTIVE OF THE STUDY 6

1. OBJECTIVE OF THE STUDY
2. SCOPE OF THE SYUDY
2 INTRODUCTION 8
3. MOBILE INDUSTRY IN INDIA

3 CULTURE: 11
1. DEFINATION OF CULTURE
2. CHARACTERISTICS OF CULTURE
3. MEASURMENT OF CULTURE

4 RESEARCH METHODOLOGY 18
1. RESEARCH DESIGHN
2. DATA COLLECTION
3. DATA ANALYSIS & INTERPRETTATION

5 HYPOTHESIS TESTING 26
1. HYPOTHESIS.1
2. HYPOTHESIS.2

6 LIMITATION OF THE STUDY 32

7 FINDING 34

8 RECOMMENDATION 36
9 CONCLUSION 38
10 REFFRENCES 40
11 QUESTIONARE 42
46
OBJECTIVE
OF THE
STUDY 46
 1. OBJECTIVE OF THE STUDY:

The main objectives of the present study are as follows:-

 To examine the factors influencing the users choice of cellular service provider.
 To know the influence of demographic factor while switching over to new cellular
service providers.
 To find out the problems faced by users of cellular service.
 To identify the most favourable cellular service brand of consumer.
 To provide various suggestions to consumer when they are switching over to new
cellular service.

SCOPE OF THE STUDY:

The study is confined to cultural influence on switching over one cellular service providers to
other with special reference to RELIANCE COMMUNICATION. ROURKELA in ORISSA,
INDIA. The study is an attempt to analyze the behaviour, attitude of cell phone users and what
problem they are facing and also what factors motivate them to switch over in new service
providers. From this we can know how culture effects while consumer switching over to new
cellular service providers. This information will help the cellular service providers to bring
attractive scheme in the market. The things that are confined in the minds of consumers while
they go for switching over to new cellular service providers can also be known from this report.
46
INTRODUCTION

46
 2. INTRDUCTION
Now a days mobile mania prevails all over the world . Wherever we go in trains, trams,
buses and cars- we see people constantly busy with their mobile phones , either listening or
calling or simply timepassing.At present mobile services are of two types prepaid & postpaid.
The former one with the common and postpaid with corporate cells as the postpaid one is
lucrative.It serves the purpose in a better and a bigger way. The area is extensive and as such the
scheme is prospective.With the increasing numbers of services ,a stiff competition is inevitable.
So to attract more consumers, schemes offering special or extra facilities have to be
introduced.To capture the field it has become necessary to invent new scheme which is as
important as invent the service.

Mobile Industry in India

After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market witnessed
a surge in cellular services. By 2005, there were a total of 12 players in the market with the five
major players being Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited
(BSNL), Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile
(RIM) .The Department of Telecommunications (DoT) was set up by the Government of India
(GoI) in the 1980s. Its function was to manage all telecommunication services within the country.
In 1986, the GoI sought to modernize the telecommunications facilities in the country, and
established Mahanagar Telephone Nigam Limited (MTNL) to look after services in Bombay and
New Delhi, and Videsh Sanchar Nigam Limited (VSNL) to handle overseas services. The rest of
the nation's services were to be run by the DoT. In 1994, India ranked sixth in the world in terms
of number of installed fixed lines. The GoI introduced the National Telecom Policy (NTP) in 1994
with a view to improving India's position in global telecommunications. The introduction of the
NTP led to a metamorphosis of the industry as it allowed the private sector to invest in
telecommunications. In the course of liberalization, licenses were granted for providing cellular
mobile service in the metro cities of Delhi, Mumbai, Kolkata, and Chennai India's mobile services
have moved quickly from a class service to a mass service. The continuously falling tariffs,
increased coverage and customized services have made mobiles affordable and
46
indispensable to the common man. Cellular is also the fastest, most cost-effective, way to connect
rural India. 3G mobile will enhance coverage of low-cost voice telephony in rural and remote
areas. It will also be a valuable tool for undertaking key social initiatives such as e-education and
tele-medicine. To avoid overlaps, the NTP stated that not more than two cellular providers could
operate in a given telecom circle. In 1997, the Telecom Regulatory Authority of India (TRAI) was
established to regulate all telecommunication services. The NTP of 1999 further relaxed the norms
for cellular providers. Service providers were now free to provide all types of mobile services
including voice and non-voice messages and data services in their service area of operation India
has emerged as one of the fastest growing mobile markets of the world. Within ten years of the
introduction of mobile services in the country, the total mobile subscriber base crossed 80 million
in January 2006. When GSM mobile services were first introduced in 1995 the total tele-density of
the country was 0.8 per hundred persons, and all were mandated fixed lines, there were no
mobiles. In ten years since then, tele-density has grown exponentially to nearly 12 per hundred
persons. The contribution of mobile, especially GSM, to this performance has been significant. As
competition in the telecom arena intensified, service providers took new initiatives to woo
customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount
coupons, business solutions and talk time schemes. The most important consumer segments in the
cellular industry were the youth segment and the business class segment. The youth segment was
the largest and fastest growing segment and was therefore targeted most heavily by cellular service
providers. The Mobile-Fixed crossover was achieved in October 2004, when the number of
mobiles exceeded that of fixed phones, demonstrating the powerful role being played by the
cellular industry in powering telecom growth in the country. The terrific growth of GSM led to
another milestone, the GSM / Fixed Crossover in April 2005. India is now among the nations
adding 4-5 million subscribers a month and over 80 per cent of all new subscribers continue to
choose GSM month after month.
46
CULTURE
46
 3. DEFINITION OF CULTURE:
Culture is a powerful human tool for survival, but it is a fragile phenomenon. It is constantly
changing and easily lost because it exists only in our minds. Our written languages,
governments, buildings, and other man-made things are merely the products of culture. They are
not culture in themselves. The word culture comes from the Latin root colere (to inhabit, to
cultivate, or to honor). In general, it refers to human activity; different definitions of culture
reflect different theories for understanding, or criteria for valuing, human activity.
Anthropologists use the term to refer to the universal human capacity to classify experiences, and
to encode and communicate them symbolically. They regard this capacity as a defining feature of
the genus Homo. The accumulated habits, attitudes, and beliefs of a group of people that define
for them their general behavior and way of life; the total set of learned activities of a people. The
values, traditions, norms, customs, arts, history, folklore, and institutions that a group of people,
who are unified by race, ethnicity, language, nationality, or religion, share.

Elements of Culture:

 Symbols: Anything that stands for something else.

 Language: System of written and spoken symbols.
 Values: Shared beliefs about good and bad.
 Norms: Shared rules of conduct.

Culture and Sub-culture:

Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group
of people and transmitted to the next generation

 Definitions of values

Beliefs of a person or social group in which they have an emotional investment (either for or
against something); "he has very conservatives’ values.
46
  Definitions of Ideas

An idea is a specific thought or concept that arises in the mind of a person as a result of thinking.
The term arises in both popular and philosophical terminology. Good ideas may have a positive
impact on the organization if they can be substantiated or validated by data or input from others.
Bad ideas are those that have no ability to be implemented. Both good and bad ideas may help in
the process of determining the best course of action.

 Definitions of Attitudes

People's biases, inclinations, or tendencies that influence their response to situations, activities,
people, or program goals.

Characteristics of Culture:
Although the definitions of culture presented earlier are excellent, they seek to characterize
culture in only a few words. It is evident that the concept is difficult to convey clearly in any
definition. Culture has the following characteristic:
 Culture is Invented
Culture does not simply “exist” somewhere waiting to be discovered. People invent their culture.
This invention consist of three interdependent systems or elements
(1) an ideological system
(2) a technological system
(3) an organizational system
 Culture is learned
Culture is not innate or instinctive, but is learned beginning early in life and is charged with a
good deal of emotion. The great strength of this culture stamp handed down from one generation
to another is such that at any early age, children are firmly imbued with there culture’s way of
acting, thinking, filling. This obviously has important implication for the behaviour of
consumers, because this preconditions of that behaviour are molded by there culture for birth.
46
  Culture is Socially Shared
Culture is a group phenomenon, shared by human beings living in organized societies and kept
relatively uniform by social pressure. The group that is involved in this sharing may range from a
whole society to a smaller unit such as a family.
 Cultures are similar but different
All cultures exhibit certain similarities. For example, each of the following elements is found in
all societies: athletic sports, bodily adornment, a calendar, cooking, courtship, dancing,
education, family, gestures, Govt, housing, language, law, music, religious ritual, and numerous
other items. There is, however, great variation from society to society in the nature of each of
these elements, which may result in important consumer-behaviour differences around the world.
 Culture is Gratifying and Persistent
Culture satisfies basic biological needs as well as learned needs. It consists of habits that will be
maintained and reinforced as long as those who practice them are gratified. Because of this
gratification, cultural elements are handed down from generation to generation. Thus, people are
comfortable doing things in the customary way.
 Culture is Adaptive
In spite of our resistance to change, cultures are gradually and continuously changing. Some
societies are quite static, with a very slow rate of change, while others are more dynamic, with
very rapid changes taking place.
 Culture is Organized and Integrated
A culture “hangs together”; that is, its parts fit together. Although every culture has some
inconsistent elements, it tends to form a consistent and integrated whole.
 Culture is Prescriptive
Culture involves ideal standards or patterns of behaviour so that members of society have a
common understanding of the right and proper way to think, feel, and act. Norms are society’s
rules or guidelines specifying what behaviour are appropriate or inappropriate in given
situations.
46
Measurement of Culture:
A wide range of measurement techniques are used in the study of culture. For example, the
projective test used by psychologists to study motivation and personality and the attitude
measurement techniques used by social psychologists and sociologists are relatively popular
tools in the study of culture. In addition, content analysis, consumer field work, and value
measurement instruments are three research approaches that are frequently used to examine
culture and to spot cultural trends. There are also several commercial services that track
emerging values and social trends for businesses and governmental agencies.

• Content Analysis
• Consumer Fieldwork
• Value Measurement Survey Instruments

 Content Analysis
Conclusions about a society, or specific aspects of a society, or a comparison of two or more
societies sometimes can be drawn from examining the content of particular messages. Content
analysis, as the name implies, focuses on the content of verbal written, and pictorial
communication (such as the copy and art composition of an ad).
Content Analysis can be used as a relatively objectives means of determining what social and
cultural changes have occurred in a specific society or as a way of contrasting aspects of two
different societies.
Content Analysis is useful to both marketers and public policy makers interested in comparing
the advertising claims of competitors within a specific industry, as well as for evaluating the
nature of advertising claims targeted to specific audiences (e.g. women, the elderly, or children).
46
  Consumer Fieldwork
When examining a specific society, anthropologists frequently immerse themselves in the
environment under study through consumer fieldwork. As trained researchers, they are likely to
select a small sample of people from a particular society and carefully observe

their behaviour. Based on their observation, researchers draw conclusions about the values,
beliefs, and customs of the society under investigation.
The distinct characteristics of field observation are that :
 It takes place within a natural environment
 It is performed some times without the subject’s awareness
 It focuses on observation of behaviour
Because the emphasis is on a natural environment and observable behaviour, field observation
concerned with consumer behaviour often focuses on in-store shopping behaviour and, less
frequently, on in-home preparation and consumption. In some cases, instead of just observing
behaviour, researchers became participant-observers (i.e., they become active members of the
environment that they are studying).
Both field observation and participant-observer research require highly skilled researchers who
can separate their own emotions from what they actually observe in their professional roles. Both
techniques provide valuable insight that might not easily be obtained through survey research
that simply asks consumers questions about their behaviour. In addition to fieldwork methods,
depth interviews and focus-group sessions are also often used by marketers to get a “first look”
at an emerging social or cultural change.
46
  Value Measurement Survey Instruments
Anthropologists have traditionally observed that behavior of members of a specific society and
inferred from such behaviour the dominant or underlying values of the societies. In recent years,
however, there has been a gradual shift to measuring values directly by means of survey
(questionnaire) research. Researchers use data collection instruments called value instruments to
ask people how they feel about such basic personal and social concepts as freedom, comfort,
national security, and peace.

A variety of popular instruments have been used in consumer behaviour studies, including the
Rokeach Value Survey, the List of Value (LOV), and the Values and Lifestyles – VALS. The
widely used Rokeach Value Survey is a self-administrated value inventory that is divided into
two parts:

1. Terminal Value
This part consists of 18 items, which are designed to measure the relative importance of end
states of existence (or personal goals). The items like – A comfortable life, Equality, Freedom,
Happiness, Pleasure, social Recognition, Self-respect etc.

2. Instrumental Value
This part consists of 18 items which measures basic approaches an individual might take to reach
end-state values. The items like – Ambitious, Cheerful, Clean, Helpful, Honest, Logical, Loving,
and Responsible, Self-controlled etc.
46
 RESEARCH
METHODOLOGY
46
 4. RESEARCH METHODOLOGY:
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific and systematic search for pertinent information on a specific topic. In fact, research is
an art of scientific investigation. The Advanced Learner’s Dictionary of Current English lays
down the meaning of research as “a careful investigation or inquiry specifically through search
for new facts in any branch of knowledge.” Redman and Mory define research as a
“systematized effort to gain new knowledge.”
Research is an academic activity and as such the term should be used in a technical sense.
According to Cliffort Woody research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they
fit the formulating hypothesis. D. Slesinger and M. Stephenson in the Encyclopedia of Science
and define research as “the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction
of theory or in the practice of an art.”

RESEARCH DESIGN
This study is based on the custom Research Design. A research design is the
arrangement of condition & analysis of data in manner that aim to combine relevance to the
research purpose with economy in procedure. The research design specifies the method of data
collection and data analysis. The design of the research happens to be in respect of –
a. What is a study about?
b. Why is the study being made?
c. Where will the study be carried out?
d. What types of data is required?
e. Where can the required data are found?
f. What periods will the study include?
g. What will be the sample design?
h. What techniques of data collection will be used?
46
This study is based on the consumer’s age, occupation, upper Age limit, sex, income, present
status etc. The researcher has taken 200-sample design having 18 questions each. The first part
of the questions from 1-7 is related to the personal question and the remaining is related to the
topic.

SAMPLE SIZE (two major sampling techniques used in research for sample selection)
1. Probability Sampling
2. Non- Probability Sampling

A non-probability sampling has been adopted for this research study. The sample
size taken in this research study is 200, comprising of respondents of all age groups of both
sex and all educational and income levels of Rourkela city, who are from various places, are
of different class, having different tastes and preferences. Various other factors are also kept
into consideration while selecting the sample size.

In marketing research no two tastes are exactly identical, nor there is any single
procedure that can be followed in all investigations. However, the general procedure followed
nowadays is applicable to most projects. Some of the steps are inter related, some overlap &
some are unnecessary in most projects. The steps in marketing research are:
1) Define the objectives & the problem.

2) Conduct a situation analysis.

3) Determining the information needed & the sources of information.

4) Deciding research design.

5) Tabulating, analyzing & interpreting the data.

6) Preparing research report.

7) Follow-up recommendations.
46
DATA COLLECTION:

I had formed a questionnaire and collected information through some question. This
questionnaire helped me very much to know the customers view about cell phone service
providers .To fulfill the above objectives, a structured from of questionnaire was distributed to
200 respondents in ROURKELA city, During a 15 DAYS period and deliberate attempt was
made to give a fair representation to various attributes of the consumer viz. age group,
occupation and income of the consumers. Secondary data has been collected from standard
textbook and from various published articles through internet and journals.
Sample type = Convenience
Sample size = 200

Number of respondents 160

According to GENDER 140
120 137
100
80
60
40 63
20
0

FEMALE MALE

Number of respondents
According to AGE GROUP

46
 DATA ANLYSIS AND INTERPRETATION:

1) Monthly income of people having mobile phone.

INTERPRETATION:
From the above analysis it has been
found that 44% of the respondents having
monthly income between Rs.10,001 –
Rs.15,000 owns cellular phone mostly
compared to other income status.

2) Maximum mode of uses:

INTERPRETATION:

60% do phone calls. 30% send only SMS.

So most of the revenue comes from
phonecalls. If company entice some of
the SMS sender and also those person
who use the phone only for download and
other purpose then I think it will give
more revenue.
46
Where people do maximum phone calls?

INTERPRETATION:

60% people do local call. 30% do STD call.

5% do ISD call. According to this data
company should take some strategy like reduce
the local call rate. It will attract more
customers. Generally STD charges are high. So
sometimes people avoid to do STD calls. If
STD charges are reduced to certain extent then
more people will be attracted to do STD calls.
Same things also applicable on ISD call also

4) By which matter people are influenced to select a mobile service

INTERPRETATION:

40% customer is in favour of good

services .50% customer want cheap
call rate .10% customer has no choice.
According to majority call rate should
be decreased.
46
5) Maximum expenditure of people

<200 200-300 INTERPRETATION:

300-400 >400 Maximum people do phone call in one month
50% within RS. 300-400 but postpaid is beneficial
for those who has monthly expenses more
than 400 or person who do maximum phone

20% call. So tariff rate of postpaid should be

25% reduced to 300-400 so that more people can

avail postpaid connection.

5%

6) Respondent on the basis of present status

INTERPRETATION:

40% mobile users are employed person ,

15% are unemployed, 30% are student and
15% are house wife. it means students and
employed person are a more user of
mobile phone than unemployed and house
wife
46
7) WHY YOU SWITCH OVER TO NEW CELLULAR SERVICE

INTERPRETATION:

15% respondent had said due to poor

clarity of signal they change their services.
25% respondent said delayed connectivity
is the main reason. 40% had given the
response against lack of coverage and
remaining 20% said bad billing system is
main cause for switching over.

8) FREQUENCY ON CHANGING CELLULAR SERVICE IN ONE

YEAR

INTERPRETATION:
60%
50%
50% 50% respondent said they do not change
40% their existing service. 26% respondent
30% 26%
said they change at least one time. 10%
20% 12% had said they change two times in a year.
10%
10% 2% 12% said they change three times. And
0%
2% had said they switch over more than
THREE times
46
46
HYPOTHESIS
TESTING
46
 5. HYPOTHESIS TESTING:

Hypothesis Testing determines the validity of the assumption (technically described as Null
Hypothesis) with a view to choose between two conflicting hypothesis about the basis of a
sample data, whether a hypothesis about the population is likely to be true or false. Statisticians
have developed several tests of hypothesis (also known as the Test of Significance) for the
purpose of Testing of Hypothesis. Hypothesis is statement about two or more variable that are
measurable or potentially measurable.

Null Hypothesis or Alternative Hypothesis: In the context of Statistical Analysis we often talk
about Null Hypothesis and Alternative Hypothesis. If we are to compare Method A with Method
B about it’s superiority and if we proceed on the assumption that both the methods are equally
good, then this assumption is termed as Null Hypothesis. As against this, we may think that the
method A is superior or the method B is inferior, we are then stating what is termed as
Alternative Hypothesis.

The Null Hypothesis is generally symbolized as Ho and the Alternative Hypothesis Ha.

Calculation:
P-p
Z=
S.E (P)

Where S.E (P) = Sampling error or Proportion

P = Population Proportion
N = Sample Unit

P-p
Z=
p (1-p)
n
46
 HYPOTHESIS – 1

 customer switch over to new cellular service provider in order to get better

service.

Out of the 100 respondents 40 of them have strongly agreed that they prefer good service.
Sample proportion P = 40/100 =40% = 0.40
We assume that 35% of the respondents do not go for good service
Null Hypothesis, (Ho: P=0..35) [H0: Customers those who prefer good service
Alternative Hypothesis (Ha: P = 0.35)

[Ha: Customer who don’t prefer good service]

We use Z Test for this sample.

Calculation:

P-p
Z=
S.E (P)

Where S.E (P) = Sampling error or Proportion

P = Population Proportion
N = Sample Unit

P-p
Z=
p (1-p)
n
46
 0.40 - 0.35
=
0.35 (1 - 0.35)
100

0.05
=
0.35 X 0.35
100

0.05
= = 1.42
0.035

Level of Significance = 0.05

Critical Value: The critical value at 0.05 level of significance for two tailed test is + 1.96

Findings:

Here the Z value is 1.42, which is less than critical value 1.96, and it falls in the acceptance
region. Hence the Null Hypothesis is accepted and it is conducted that 60% of the respondents
prefer good service that’s why they switch over to other cellular service.
46
 HYPOTHESIS – 2

 Customer change one service because of high tariff rate of existing cellular

service.

Out of the 100 respondents 50 of them have strongly agreed that they switch over to get cheaper
call rate
Sample proportion P = 50/100 =50% = 0.50
We assume that 45% of the respondents do not go for cheap call rate.
Null Hypothesis, (Ho: P=0.45) [H0: Customers those who switch over to get cheaper call rate]

Alternative Hypothesis (Ha: P = 0.45)

[Ha: Customer who don’t go for lower tariff rate]

We use Z Test for this sample.

Calculation:

P-p
Z=
S.E (P)

Where S.E (P) = Sampling error or Proportion

P = Population Proportion
N = Sample Unit

P-p
Z=
p (1-p)
n
46
 0.50 - 0.45
=
0.45 (1 - 0.45)
100

0.05
=
0.45 X 0.45
100

0.05
= = 1.11
0.045

Level of Significance = 0.05

Critical Value: The critical value at 0.05 level of significance for two tailed test is + 1.96

Findings:

Here the Z value is 1.11, which is less than critical value 1.96, and it falls in the acceptance
region. Hence the Null Hypothesis is accepted and it is conducted that 50% of the respondents
prefer to switch over to get cheaper call rate.
46
LIMITATION
OF THE
STUDY 46
 6. LIMITATION OF THE STUDY

Every research study has its own limitation. So limitation of this study
may be:

a) Questions might have confused to the respondent in certain area.

b) It may have been that respondents were biased.
c) The study was confined Rourkela region. It need not reflect the overall picture in
total.
d) The survey was conducted among a random sample of 200 respondents only. It
need not reflect the overall stand as it is.
e) Time constraint was a major limiting factor.

f) The busy schedule of some professionals, managers and officers restricted the
researcher to be satisfied with distributing a lesser number of questionnaires to
them

46
FINDING
46
 7. FINDINGS:

It has been found that 44% of the respondents having monthly income between Rs.10,001 –
Rs.15,000 owns cellular phone mostly compared to other income status. 60% do phone calls.
30% send only SMS. So most of the revenue comes from phonecalls. If company entice some of
the SMS sender and also those person who use the phone only for download and other purpose
then I think it will give more revenue. 60% people do local call. 30% do STD call. 5% do ISD
call. According to this data company should take some strategy like
reduce the local call rate. It will attract more customers. Generally STD charges are high. So
sometimes people avoid to do STD calls. If STD charges are reduced to certain extent then more
people will be attracted to do STD calls. Same things also applicable on ISD call also. 40%
customer is in favour of good services .50% customer want cheap call rate .10% customer has no
choice. According to majority call rate should be decreased. Maximum people do phone call in
one month within RS. 300-400 but postpaid is beneficial for those who has monthly expenses
more than 400 or person who do maximum phone call. So tariff rate of postpaid should be
reduced to 300-400 so that more people can avail postpaid

connection . 40% mobile users are employed person , 15% are unemployed,30% are student and
15% are house wife. 15% respondent had said due to poor clarity of signal they change their
services. 25% respondent said delayed connectivity is the main reason. 40% had given the
response against lack of coverage and remaining 20% said bad billing system is main cause for
switching over.
46
SUGGESTION
46
 8. SUGGESTION:
From the research study conducted on influence of culture on switching over to new
cellular service provider in ROURKELA, following suggestions were found:
We all know marketing involves satisfying consumer’s need & wants. The task of any
business is to delivered customer value at a profit. In a hyper competitive economy with
increasingly rational buyers faced with abundant choice, a company can with only by fine-tuning
value delivery process & choosing, proving and communicating superior value.

There are two-value delivery processes

(1) Traditional physical process sequence.
(2) Value creation & Delivery sequence.

Traditional view means just make the product & sell the product. It will not work in mass
market. Value creation & delivery process cosmists of three parts. The first phase, choosing the
value, represents the homework marketing must do before any product exists. The marketing
staff must segment the market, select the appropriate market target & develop offering value
position. Here also we have to do customers segmentation. Second phase is
providing the value marketing must determine specific product features, prices and distribution.
Here we have to invent some new service development. Third phase is communicating the value
by utilizing the sales force, sales promotion advertising and other communication tools to
announce and promote the product. Each of these value phases has cost implication. So every
company should look into their sales force, their promotional activities and give customer better
service in lower tariff rate .
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CONCLUSION
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 9. CONCLUSION:

I have been putting an arduous effort to make this valuable dissertation project a success. Till
date whatever data I have collected and explained from that I must say that culture of the
community plays a vital role on switching over to new cellular service. But cross cultural effects
cannot be ignored. One group’s culture is being induced by other. It is happening due to
increment in disposable income of individual. Yesterday’s need has become today’s want only
because of marriage among several cultures. They have started enjoying every carnival
irrespective of their religion, cast etc. Hence I must suggest to each and every cellular service
providers before commercialization their scheme and service thorough investigation is needed .

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REFFRENCES
46
 10. REFFRENCES
Magazine,
 Mobile watch by Siddhart parawatay
(Digit March 2009)
 Cell info by kishor kumar
(Mobcom (March 2009)

Websites,
www.consumer-preference.com/2006/05/mobile-culture-
affects-mobile.html
http://www.mobileyouth.org/report/
http://www.consumer-preference.com/2006/05/mobile-
culture-affects-mobile.html
http://www.consumer-reference.com/2006/04/carnival-
of-mobilists-25.html
http://www.smartmobs.com/2005/11/16/mobile-culture/
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QUESTIONARE
46
 11. QUESTIONNAIRE
My name is MD NABEEL and I am currently doing my Dissertation Project for IIPM SCHOOL
OF MANAGEMANT under Biju Pattnaik University of Technology, Orissa, on “Influence of
culture in changing Mobile handset”.

Therefore, I would be very grateful to you, if you could spare some of your valuable time to
complete the following questionnaire.

 Please put a tick ( ) in appropriate box.

1) Name of the respondent :-_________________________

2) Address :-______________________________________
______________________________________
_______________________________________

3) Age :-
1. Above 18 to below 25 years. ( )
2. Above 25 to below 32 years. ( )
3. Above 32 to below 39 years. ( )
4. Above 39 years. ( )

4) Gender :-
1. Male. ( )
2. Female. ( )

5) Present educational qualification :-

1. 10. ( )
2. 10 + 2. ( )
3. Graduate. ( )
4. Post- Graduate. ( )
5. Professional. ( )
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6) Present status :-
1. Employed. ( )
2. Unemployed. ( )
3. House wife. ( )
4. Student. ( )
5. Any other (please specify)………………………………………….

7) Monthly family income :-

1. Less than Rs. 10,000. ( )
2. Rs. 10,000 to Rs. 15,000. ( )
3. Rs. 15,000 to Rs. 20,000. ( )
4. Above Rs. 20,000. ( )

8) Do you use Mobile Phone?

1. Yes. ( )
2. No. ( )

9)Which Company’s set do you use?

1. Nokia. ( )
2. LG. ( )
3. Samsung. ( )
4. Motorola. ( )

10) What is the price range of your Mobile?

1. Below Rs. 5,000. ( )
2. Rs. 5,000 to Rs. 10,000. ( )
3. Rs. 10,000 to Rs. 15,000. ( )
4. Rs. 15,000 to Rs. 20,000. ( )
5. Above Rs. 20,000. ( )
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11) Which feature of Mobile Phone drives you to buy a particular handset?
1. Looks of the set. ( )
2. Digital camera. ( )
3. Colour of the set. ( )
4. Sound quality. ( )

12) Do you change Mobile set?

1. Some time. ( )
2. Seasonally. ( )
3. Occasionally. ( )
4. Regularly. ( )

13) How many times have you change your Mobile set?
1. One. ( )
2. Two. ( )
3. Three. ( )
4. More than three. ( )

14) Have you switchover your brand?

1. Yes. ( )
2. No. ( )

15) If yes, then please specify?

1. ………………………………………………….
2. ………………………………………………….
3. ………………………………………………….
4. ………………………………………………….

16) Do you think that shopkeeper influence the buying decision?

1. Yes. ( )
2. No. ( )
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17) Who influence your buying decision?
1. Yourself. ( )
2. Family member. ( )
3. Friends. ( )
4. Social group. ( )
5. Any other(please specify) ………………………………………….

18) Do you think that Advertisement influence your Mobile Phone buying decision?
1. Yes. ( )
2. No. ( )

19) Which media influence you?

1. T.V. ( )
2. News paper. ( )
3. Magazine. ( )
4. Banners / Hoardings. ( )
5. Other source. ( )

20) Do you think that uses of Mobile Phone are injurious to health?
1. Yes. ( )
2. No. ( )

(THANK YOU)
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