13489869 a-study-of-consumers-preference-and-satisfaction-towards-various-cell-phone-service-provides
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13489869 a-study-of-consumers-preference-and-satisfaction-towards-various-cell-phone-service-provides 13489869 a-study-of-consumers-preference-and-satisfaction-towards-various-cell-phone-service-provides Document Transcript

  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CHAPTER – I INTRODUCTIONConsumer A consumer is an individual who purchase or has the capacity to purchasegoods and services offered for sale by marketing institutions in order to satisfypersonal or household needs, wants or desires. According to a statement made by Mahatma Gandhi, ‘consumer refers tothe following, “A consumer is the most important visitor on our premises. He isnot dependent on us. We are dependent on him. He is not an outsider to ourbusiness. He is part of it. We are not doing him a favour by serving him. He isdoing us a favour by giving us an opportunity to do so”. So consumer is like the blood of our business and also a satisfiedcustomer is a word of mouth advertisement of a product / services.1.1. CONSUMER SATISFACTION Every human being is a consumer of different produces. If there is noconsumer, there is no business. Therefore, consumer satisfaction is veryimportant to every business person. According to Philip Kotler consumer satisfaction is defined on, “personalfeeling of pleasure resulting from comparing a product’s pursued performancein relation to his /her expectations”. Consumer attitude measurements are taken on either potential buries orexisting client’s buries in order to identify their characteristics. Why should thecompetent market engineer conduct consumer research? Consumer’s surveryscan provide the researcher with a wealth of information, valuable of themarketing function. 32
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA Detailed information regarding the customer in a market will provide thebasic platform for all marketing decisions. Marketing decision maker needsdescriptive information about the total potential unit and dollar sales in eachsegment. Perhaps the most important one is that a seller need to be aware of therelevant objective and need of consumer and how their objectives might best beserved by the products.MARKET The term market is derived from Latin Word ‘Mercatus’, which means ‘totrade’ that is purchasing and selling of goods. It also means merchandise truthicplace of business. According to Pyle, “Market includes both place and region in whichbuyers and sellers or in free competition with one another”.MARKETING Marketing includes all the impacts involved in the exchange process oftransferring the possession and ownership of goods or services from theproducer to the ultimate consumer’s. 33
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAMARKETING FORMULA a. The foremost step is business aims at profit. b. For profit making he can sell the products. c. For selling the product he should create customers. d. For creating the customer’s, customer’s needs of preferences to be identified and satisfied. e. To satisfy the customer’s new product to be produced. Marketing is trying to learn,  Who buy the products or services?  How do they buy?  When do they buy?  Where do they buy?  Why do they buy?  How often they buy? It is otherwise called understand and predict human actions in theirbuying role. A marketer is act as consumers while them purchasing any goods/services, and try to market that product to an ultimate consumer. So, marketingis starts with consumer and ends with consumer. So, today’s market is called on consumer market. It can be defined on,“All the individuals and households who buy goods and services for personalconsumption”. 34 View slide
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA So, the consumer satisfaction is get more importance in the marketingfunctions.1.2. Importance of consumer satisfaction The needs to satisfy customer for success in any commercial enterprise isvery obvious. The income of all commercial enterprise is derived from thepayments received for the products and services supplied to its customers. Ifthere is no customer there is no income and there is no business. Then the coreactivity of any company is to attract and retain customers. It is therefore nosurprise that Peter Drucker the renowned management Guru, has said “to satisfythe customers is the mission and purpose of every business”. Satisfaction of customer is essential for retention of customer’s and forcontinuous sales of the products and services of the company to customers. Thisestablishes the needs for and the importance of customer satisfaction. Thesatisfaction of consumers is different from one to another. Became, eachconsumer has the different behaviour in their life. So, the marketer satisfy theconsumer, he must very well know the behaviour of consumer.1.4.Consumer behaviour: The term consumer behaviour may be defined as the behaviour thatconsumer displays in searching for purchasing, using, evaluating, producing,services and ideas which they expect will satisfy their needs. In other words, “Itis a study of physiological, social, physical, behaviours of all potential customeras they become aware of evaluation, purchase and consumption and tell otherabout products and services”. 35 View slide
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA The study of consumer behaviour is the study of how individuals makedivisions to spend their resources like money, energy, time, etc. on consumptionof products. 36
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA1.5.Objectives of the study:  To study the evaluation of cell phones with particular reference to India.  To ascertain the attributer which influenced the customer’s in selecting a particular cell phone services provider.  To study the consumer’s satisfaction towards different cell phone service providers in Coimbatore city.  To assess the problems faced by the cell phone users in Coimbatore city.  To offer valuable suggestions to improve the services of cell phones in Coimbatore city.1.6.Need of the study: Exchange of information becomes the necessity of life to a common man.In the modern world an individual tends to communicate anything to everythingright from the place where he/she stands. Even while riding vehicle he / shewants communicate within a fraction of second at quick speed with clear voice,without any disturbance. Like line crossing, out of order, etc. most of whichlack in the connection given by the department of tele-communication. Cellphones emerges as a boon quench such a thirst, the by providing facilities,which a common man cannot imagine. Though cell phone industry has its originin the recent past and the growth has been excellent. Day by day many new competitors enter the market with new attractiveschemes, provide additional facilities, add new features to existing ones, reducethe charges her incoming and outgoing calls, introduce varieties of handsets,models a healthy competition that benefits the subscribers. Hence in thiscontext, it is important to study the functioning of cellular phone services andthe utilization of their services by the telephones. 37
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA1.7.Scope of study: The present study is contained to Coimbatore and it is decided to considerAirtel, Aircel and etc. cell phone service rendered to the customers. InCoimbatore there are various cellular services available. Sack as Airtel, Airceland etc. but the cellular services has been selected to study the consumer’ssatisfaction in it is the most popular private cellular services. The main objectives of this study is to analyze the customers satisfactionand problems, faced by Airtel, Aircel, etc., cellular services in Coimbatore cityhas been taken for the current research work.1.8.Statement of problem: In our country the growth of service marketing especially mobile phoneindustry is still in its infancy stage, as compared to the industrially advancedcountries. It is for the fact that the economy of our country has been in thedeveloping stage. There are various mobile phones services provider’s in ourcountry and they are playing an essential role in fulfilling the needs of thecustomers. Now-a-days, the customers are more dynamic. Their taste, needs andpreference can the changing as per current scenario. Hence the development ofcellular industry mainly depends on the customer satisfaction. However thefollowing questions may arise regarding customer satisfaction. 1. Does the cell industry satisfy the social responsibility? 2. What are all expectations by the customer’s regarding service provided by the cell phone service provider? 3. Whether the service provided by cell phone industry is satisfying the customers? 4. Are the facilities available adequate to satisfy the customers? 38
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CHAPTER II REVIEW OF LITERATURE A brief literature would be of immense help to the researcher in gaininginsight into selected problem. The researcher would gain good backgroundknowledge of the problem by reviewing certain studies. A reference to theseentire studies will be related in the contest of the shaping the present study. Samuval, in his study found that most of the respondents consider, size,quality, price, instrument servicing are an important factors for selecting thehandset of majority of the respondents are satisfied over the payment system,quality of services, coverage area, and attending the complaints.1. Samuvel, “customer satisfaction for cellular services, a study with a referacneto BPL and Aircel mobile phones and services”, an unpublished M.Phil.,dissertation, submitted to Bharathiar university, Coimbatore, December 2002. Sree Nandhini, in her study shows that 88.3% of the respondents are cellphone helps that to deal business matter confidently and effectively. This studyshows that attitude of the respondents using cell phones was not influenced byeither education or occupation and income.2. Sree nandhini, “an investigation of user perception and altitude to cellularphone in Coimbatore”, an unpublished submitted to Bharathiar university,December, 2001. P. Adhavan (2003), in his study “existing customer relation” found thatthe dealer’s service regarding Aircel cellular is highly satisfactory. Hutchison’s managing director Asim and Ghosh 2005 says in the article,“Telecommunication” telecommunication is such a huge sector and it is so easyto be reduced by its different ponts, but thankfully we were”4. Asin Glosh, “telecommunication” business world 27th January 2003. 39
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CHAPTER III RESEARCH METHODOLOGY Search of knowledge. A careful investigation or enquiry. A systematiceffort to gain new knowledge. Those are called an “Research” Research is a movement of knowledge from known to unknown from theavailable place to the required place. According to Clifford wode, “Defining and re-defining problemsformulating the hypothesis or jusested solutions. Collecting, organizing andevaluating data. Making detections and reaching conclusions to determinewhether fit the formulating the hypothesis” The Purpose of research to find out solutions to the problem, which hasnot been discovered by anybody.3.1. Research methods: Those methods which are used by the researcher during the course ofstudying are research problem are termed on research methods.3.2. Research methodology: The research methodology, not only the research methods are but alsoconsider the logic behind the methods. They are in the contest of our researchstudied. And explain why we are using a particular method or techniques andwe are not using others. 40
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIADescriptive research design: In includes surveys, and facts finding enquires of different kinds. Themanor purpose of descriptive research is description of state of affairs on itexists at present. The main character of this method is that the researcher has nocontrol threw over the variables. He can report what has happen or what ishappening.Nature of data: In this study primary data are used.Collection of data: The data were collected from the respondents through the distribution ofquestionnaire.Area of the study: This study covers Coimbatore city only.Sample size: The sample size of this study is 104.Tools for analysis: Along with the usual statistical tools such as tables, percentages, barcharts, chi-squire test we sued for analyzing the data and arriving at theconclusion. 41
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAHypothesis of the study; On the basis of review of previous studies and on the basis of observationmade during our collection of data, the following null hypothesis was formed. There is no significant association between persona variables such as age,gender, educational qualifications, monthly income, marital status, size of thefamily and their awareness level of consumers and different cell phone servicesproviders.3.3. Limitations of the study:Though the detailed investigation is made in the present study, uit has got thefollowing limitations. 1. This study is restricted only to the Coimbatore city. So, the results may not be applicable to other areas. 2. This study is based on the prevailing customer’s satisfaction. But the customer’s satisfaction may change according to time, fashion, technology, development, etc. 3. As per the population of the study is huge, the researcher has taken only 100 sample respondents from each service providers. 42
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CHAPTER IV INTRODUCTION OF INDUSTRY4.1. EVALUATION OF CELLULAR PHONES The basis concept of cellular phones began in 1947, when researcherslooked at crude mobile (car) phones and realized that by using small cells(range of service area) with frequency reuse could increase the traffic capacityof mobile phones substantially, however, the technology to do it wasnonexistent. Anything to do with broadcasting and sending a radio or televisionmessage out over the airwaves comes under a Federal CommunicationsCommission (FCC) regulation that a cellular phone is actually a type of two-way radio. In 1947, AT & T proposed that the FCC allocate a large number ofradio spectrum frequencies so that wide-spread mobile phone service couldbecome feasible and AT & T would have a incentive to research the newtechnology. We can partially blame the FCC for the gap between the concept ofCellular phone service and it’s availability to the public. Because of the FCCdecision to limit the cellular phone frequencies in 1947, only twenty threecellular phone conversation could occur simultaneously in the same service area– not a market incentive for research. The FCC reconsidered its position in 1968, and stated “if the technologyto build a better mobile phone service works, we will increase the cellular phonefrequencies allocation, freeing the airwaves for more mobile phones.” AT & T – Bell Labs proposed a cellular phone system to the FCC ofmany small, low-powered broadcast towers, each covering a ‘cell’ a few miles Iradius, collectively covering a larger are. Each tower would use only a few ofthe total frequencies allocated to the cellular phone system, and as cars movedacross the area their cellular phones cells would be passed form tower to tower. 43
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA INDIVIDUAL Inventors and Mobile Phone PatentsDr. martin cooper for Motorola.US0390616609 / 16 / 1975Radio telephone systemMartin Cooper, Richard W. Dronsuth,; Albert J. Mikulski, Charles N.Lynk Jr., James J. Mikulsk, John F. Mitchell, Roy A. Richardson, JohnH.SangsterRelated class PatentsRelated to cellular phone patents and cordless Phones, 64 patents listed. By 1977, AT&T Bell Labs constructed and operated a prototype cellularphone system. A year later, public trials of the new cellular phone system werestarted in Chicago, IL with over 2000 trial cellular phone customers. In 1979, the first commercial cellular phone system began operation inTokyo. In 1981, Motorola and American Radio phone started a second U.S.cellular radio-phone system test in the Washington/Baltimore area. By 1982, theslow moving FCC finally authorized commercial cellular phone service for theUSA. A year later, the first American commercial for analog cellular phoneservice or AMPS (Advanced Mobile Phone Service) was offered in Chicago, ILby Ameritech. 44
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA Despite the incredible demand, it took cellular phone service 37 years tobecome commercially available in the United States. Consumer demand quicklyoutstripped the cellular phone systems 1982 standards, by 1987, cellular phonesubscribers exceeded one million, and the airways were crowded. Three ways ofimproving services existed: • one - increase cellular phone frequencies allocation • two - split existing cellular phone cells • three - improve the cellular phone technology The FCC did not want to handout any more bandwidth andbuilding/splitting cells would have been expensive and add bulk to the cellularphone network. To stimulate the growth of new cellular phone technology, theFCC declared in 1987 that cellular phone licensees may employ alternativecellular phone technologies in the 800 MHz band. The cellular phone industrybegan to research new transmission technology as an alternative. 45
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA4.2. ANALYSIS OF MOBILE COMMUNICATION SPREAD AND ITSIMPLICATIONS IN INDIAHistory of Cellular Telephony in India Initially Department of Telecommunications (DoT) was the onlymonopoly operator in the country. Telecommunication sector was recognizedby the Government of India as one of the few basic infrastructure sectors for thecountry. Under the Government policy of economic liberalization, privatizationand competition in India, private sectors have been allowed to enter the publictelecommunication field (where Government was a monopoly). In 1992telecommunication sector in India was liberalized to bridge the gap throughgovernment spending and to provide additional resources for the nation’stelecom target. The objective of the reform was making the telecommunicationswithin the reach of all, thereby achieving universal service, covering all villagesand bringing the telecommunication services to the world standard, whileprotecting the defense and security needs of the country. In 1993 the telecom industry got an annual foreign investment of Rs 20.6million. In 1994 license for providing cellular mobile services was granted bythe Government of India for the Metropolitan cites of Delhi, Mumbai, Kolkataand Chennai. Initially Cellular mobile services were duopoly (i.e. not more thantwo cellular mobile operators could be licensed in each telecom circle), under afixed license fee. In 1995, government opened up 19 more telecom circles andissued mobile licenses. To regulate and settle disputes Telecom Regulatory Authority of Indiawas set up in 1997 and in 1999 National Telecom Policy was announced by theGovernment of India. In order to speed up the development of the telecomsector, all telecom services were opened up for private sector participation. 46
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA Unrestricted entry is allowed in the basic services, national andinternational long distance service, in global mobile personal communication bysatellite (GMPCS) service, VSAT and Public Mobile Radio Trunked Service(PMRTS). All telecom sectors under DoT was handed over to new publicSector Undertaking viz, Bharat Sanchar Nigam Limited (BSNL) which wasregistered under Company’s Act in 1st October 2005.BSNL covers the entirecountry except Delhi and Mumbai Metros which are under MahanagarTelephone Nigam Limited (MTNL).Major Service providers in India Two different technologies are deployed by the mobile operators in Indianamely GSM and CDMA.The GSM service providers are Bharthi, BSNL,Hutch, IDEA, Aircel, Reliance, Spice, MTNL and BPL, whereas the CDMAservice providers are TATA, HFCl, Shyam, and Reliance. Figure 1 shows themarket share of each service provider in India. India’s mobile market isdominated by foreign companies for high end telecom equipments, handsets,transmission equipments etc., Nokia, Samsung, and Motorola are the threeimportant vendors for handsets. Other vendors who have their share in thismarket are L.G, Alcatel, Sony Ericsson, Siemens, National Panasonic, Philips,Mitsubishi, and Sagem.MOBILE SUBSCRIBER STATISTICS Recently, mobile phone connections in India have crossed the 100-million mark, which means over nine in 100 Indians have a phone. Adding on tothis benevolent and happy information, telecom companies are anticipating thenumber will nearly treble in the next two years. According to a survey, by 2006,the cellular networks are expected to cover 3,50,000 (out of 6,07,000) villages,covering 450 million people. 47
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA Market Share of both mobile and wire line Service Providers in IndiaGSM Subscribers The cumulative All India GSM subscriber base rose to 72.12 million inApril 2006 from 69.19 million in March 2006 which is a growth of 4.23% for amonth under review. Table I shows the subscribers growth rate for one monthalong with market share of each provider with coverageCDMA Mobile Subscribers The total cumulative all India CDMA subscriber base rose by 0.97million from 23.25 million in March 2006 to 24.22 million in April 2006,representing a growth of 4.2% in the month under review. A summary pictureof the company wise performance is given in Table II. 48
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA4.3. TELECOM IN RURAL INDIA India has an urban population of about 26.8% and rural population isabout 73.2%. And there are over 600,000 villages in India. But a vast section ofthe rural sector is still cut off from the benefits of telecom services. GSM SUBSCRIBERS GROWTH RATE No of Subscribers Percentage Company (in millions) of Market Service Areas March 2006 April 2006 ShareBharthi 19.57 20.68 28.7% 23BSNL 17.16 17.59 24.4% 21Hutch 15.36 16.06 22.3% 16IDEA 7.37 7.64 10.6% 11Aircel 20.61 2.83 3.9% 7Reliance 1.90 2.01 2.8% 8Spice 1.93 1.98 2.7% 2.MTNL 1.94 2.02 2.8% 2BPL 1.34 1.31 1.8% 1Total 69.19 72.12 100% The rural population of around 700 million is waiting for its share ofeconomic growth. Initially the big telephone companies focused only on urbancenters, which they felt were more profitable. However, this mindset isgradually changing with the realization that there is equal, if not bigger moneyin rural areas. 49
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CDMA SUBSCRIBERS GROWTH RATE No of Subscribers Percentage ofCompany (in millions) Service Areas Market Share March 2006 April 2006Reliance 18.307 18.809 77.65% 20 TATA 4.851 5.323 21.98% 20 HFCl 0.062 0.062 0.26% 1 Shyam 0.027 0.028 0.11% 1 Total 69.19 72.12 100% It is estimated that a one per cent increase in rural connectivity cangenerate 0.5 per cent economic growth. Thus a well-planned 10 per centincrease in rural connectivity can propel India into double-digit growth andunprecedented prosperity.4.4. ECONOMIC BENEFITS OF MOBILE SERVICES IN INDIA According to a study conducted by the reputed international agency,Ovum on “The economic benefits of mobile services in India” the Indian mobileindustry is a major contributor to the social and economic growth of thecountry, in terms of employment generation, revenues to the Government, GDPgrowth and rural development.Employment Because of the mobile industry about 3.6 million jobs could begenerated directly or indirectly. Ovum has also estimated that employmentdependent on the industry is expected to rise by at least 30% over the next 12months. 50
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAGovernment Revenues The Government can generate Rs.145 billion per annum throughLicense Fees, Spectrum Fees, Import Duties, Taxes, etc. from Mobile industry.GDP The mobile services industry can generate an annual GDP contributionof Rs. 313 billion.Rural Development Research shows that having access to telecommunications wouldsubstantially improve the social and economic conditions of people living inrural areas by improving access to family, education, health and financialservices and by enabling the development of non-agricultural economicactivity. Government has set a target of 20% for rural mobile coverage by theend of 2004 and 75% by the end of 2006. Taking the OVUM findings as thebase, COAI has tried to estimate the benefits from mobile communications forthe future years. The benefits listed by OVUM are for a subs base of 48million in January 2005. Pro-rating the data on a simplistic estimate at amobile subscriber base of 200 million in 2007, the industry would contribute10 million jobs and Rs.500 billion annual revenue to the Government.4.5. FUTURE OF MOBILE COMMUNICATION IN INDIA India initially started with GSM technology for mobile communication.Being a technology neutral country, India later allowed for CDMA technologyalso. Now 2.75G EDGE technologies has been implemented and used. BSNLhas got license for bringing 3G into operation. Trials are being conducted for3G implementation in the four metropolitan cities of India. Commercial 3G willbe started by March 2007. 51
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA With the dwindling revenues of the operators from the data and voicethere is a need to look at newer applications to fuel growth of the telcos.TV onMobile has emerged as a solid and potent answer to this consumer yearning.South Korea, China, South Africa, Australia and Europe have seen this needand have acted upon the same by implementing TV on Mobile. India is around the corner for implementation of similar technology forthe benefit of consumers, operators, content providers and Government. Itpromises to be a USD 1 billion industry by 2010, if roadmaps are created andimplemented properly.4.6. DETAILS ABOUT SERVICE PROVIDERS:4.6.1. Aircel: Aircel is now a period part of Maxis, an international conglomerate andthe leading cellular service provider in Malaysiya with over 7 millionsubscribers and a firm commitment to providing seamless connectivity anssuperior technology to every customer. A recipient of multiplicity accolades,maxis has been deemed as the brand of the year 2006 in Malaysia. Aircel israpidly spreading across the state of Tamilnadu with connectivity in 1000 townsand 11,000 villages, serving, serving over 50 lakh happy subscribers. Knownfor its superior tariff offering and cutting-edge technology, aircel has recentlybeen honoured as the No.1 operator across a metor circles for customersatisfaction by Voice and Data magazine’s survey in 2006. Currently, aircel hasa marked presence in the North and North East circles of the country includingRest of West Bengal, Orissa, Sikkim, Manipur, Jammu and Kashmir, HimachalPradesh and Bihar. 52
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA4.6.2. Bharti Airtel: Telecom giant Bharti Airtel is the flagship company of BhartiEnterprises. The Bharti Group has a diverse business portfolio and has createdglobal brands in the telecommunication sector. Bharti has recently forayed intoretail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for thecash & carry business. It has successfully launched an international venture withEL Rothschild Group to export fresh agri products exclusively to markets inEurope and USA and has launched Bharti AXA Life Insurance Company Ltdunder a joint venture with AXA, world leader in financial protection and wealthmanagement. Airtel comes to you from Bharti Airtel Limited, India’s largest integratedand the first private telecom services provider with a footprint in all the 23telecom circles. Bharti Airtel since its inception has been at the forefront oftechnology and has steered the course of the telecom sector in the country withits world class products and services. The businesses at Bharti Airtel have beenstructured into three individual strategic business units (SBU’s) - MobileServices, Airtel Telemedia Services & Enterprise Services. The mobile businessprovides mobile & fixed wireless services using GSM technology across 23telecom circles while the Airtel Telemedia Services business offers broadband& telephone services in 94 cities. The Enterprise services provide end-to-endtelecom solutions to corporate customers and national & international longdistance services to carriers. All these services are provided under the Airtelbrand.4.6.3. BSNL Bharat Sanchar Nigam Ltd. formed in October, 2000, is World’s 7thlargest Telecommunications Company providing comprehensive range oftelecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, 53
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIABroadband, Carrier service, MPLS-VPN, VSAT, VolP services, IN Servicesetc. Within a span of five years it has become one of the largest public sectorunit in India. BSNL has installed Quality Telecom Network in the country andnow focusing on improving it, expanding the network, introducing new telecomservices with ICT applications in villages and wining customer’s confidence.Today, it has about 47.3 million line basic telephone capacity, 4 million WLLcapacity, 20.1 million GSM capacity, more than 37382 fixed exchanges, 18000BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm ofMicrowave Network connecting 602 Districts, 7330 cities/towns and 5:5 Lakhsvillages. BSNL is the only service provider, making focused efforts and plannedinitiatives to bridge the Rural-Urban Digital Divide ICT sector. Infact there isno telecom operator in the country to beat its reach with its wide network givingservices in every nook and corner of country and operates across India exceptDelhi and Mumbai. Whether it is inaccessible areas of Siachen glacier andNorth-eastern region of the country. BSNL serves its customers with its wiebouquet of telecom services. BSNL is number one operator of India in allservices in its license area. The company offers vide ranging and mosttransparent tariff schemes designed to suite every customer. BSNL cellular service, Cellone, has more than 17.8 million cellularcustomers, garnering 24 percent of all mobile users as its subscribers. Thatmeans that almost every fourth mobile user in the country has a BSNLconnection. In basic services, BSNL is miles ahead of its rivals, with 35.1million basic phone subscribers, that is, 85 percent share of the subscriber baseand 92 percent share in revenue terms. BSNL has more than 2.5 million WLLsubscribers and 2.4 million internet customers who access internet throughvarious modes namely, Dial-Up, Leased Line, DIAS, Account Less Internet(CLI). BSNL has been adjudged as the number one ISP in the country. 54
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA BSNL has set up a world class multi-gigabit, multi-protocol convergentIP infrastructure that provides convergent services like voice, data and videothrough the same Backbone and Broadband Access Network. At present thereare 0.6 million Data One broadband customers. The company has vastexperience in Planning, Installation, network integrating and maintenance ofSwitching and Transmission Networks and also has a world class ISO 9000certified telecom training institute. Scaling new heights of success, the present turnover of BSNL is morethan Rs.351,820 million (US $8 billion) with net profit to the tune of Rs.99,390million (US $2.26 billion) for last financial year. The infrastructure asset ontelephone alone is worth about Rs.630,000 million (US $14.37 billion). BSNLplans to expand its customer base from present 47 million lines to 125 millionlines by December 2007 and infrastructure investment plan to the tune ofRs.733 crores (US $16.67 million).4.6.4. RELIANCE The late Dhirubhai Ambani dreamt of a digital India – an India where thecommon man would have access to affordable means of information andcommunication. Dhirubhai, who single-handedly built India’s largest privatesector company virtually from scratch, had stated as early as 1999:”Make thetools of information and communication available to people at an affordablecost. They will overcome the handicaps of illiteracy and lack of mobility”. It was with this belief in mind that Reliance Communications (formerlyReliance Infocomm) started laying 60,000 route kilometers of a pan-India fiberoptic backbone. This backbone was commissioned on 28 December 2002, theauspicious occasion of Dhirubhai’s 70th birthday, though sadly after hisunexpected demise on 6th July 2002. 55
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA Reliance Communications has a reliable, high-capacity, integrated (bothwireless and wireline) and convergent (voice, data and video) digital network. Itis capable of delivering a range of services spanning theentire infocomm (information communication) value chain, includinginfrastructure and services – for enterprises as well as individuals, applications,and consulting. Today, Reliance Communications is revolutionizing the way Indiacommunicates and networks, truly bringing about a new way of life.4.6.5. TATA TELESEVICES Tata Teleservices is part of the INR Rs.120000 Crore (US$ 29 billion)Tata Group, that has over 87 companies, over 330,000 employees and morethan 2.8 million shareholders. With a committed investment of INR 36,000Crore (US$ 7.5 billion) in Telecom (FY 2006), the group has a formidablepresence across the telecom value chain. Starting with the major acquisition of Hughes Tele.com (India) Limited[now renamed Tata Teleservices (Maharastra) Limited] in December 2002 thecompany swung into an expansion mode. With the total investment ofRs.19,924 crore, Tata Teleservices has created a pan India presence spreadacross 20 circles that includes Andhra Pradesh, Chennai, Gujarat, Karnataka,Delhi, Maharastra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab,Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala,Kolkata, Madhya Pradesh and West Bengal. Tata Teleservices has a strong workforce of 6000. In addition, TTSL hascreated more than 20,000 jobs, which will include 10,000 indirect jobs throughoutsourcing of its manpower needs. 56
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA Today, Tata Teleservices Limited along with Tata Teleservices(Maharastra) Limited serves over 21 million customers in over 4000 towns.With an ambitious rollout plan both within existing circles and across newcircles, Tata Teleservices offers world-class technology and user-friendlyservices in 20 circles.4.6.6. TTML ORGANIZATION Tata Teleservices Maharastra Limited (TTML) spearheads the TataGroup’s presence in the Indian telecom sector by being the premiertelecommunication service provider, licensed, to provide services in Maharastra(including Mumbai) and Goa. Formerly Hughes Tele.com (India) ltd., thecompany was renamed to Tata Teleservices Maharashtra Ltd subsequent to theacquisition of 70.83% equity shareholding by TATA Group in December 2002.The company’s shares are traded on the Bombay Stock Exchange (BSE) and theNational Stock Exchange (NSE). Tata communications Ltd. unites the industry and market expertiseVSNL, VSNL international, Teleglobe, Tata Indicom Enterprise Business Unit,VGSL and CIPRIS to become the leading integrated provider oftelecommunications solutions. The global reach and industry expertise of Tatacommunications drives and delivers a new world of communications. Thecompany leverages its Tata Global Network, vertical intelligence and leadershipimmerging markets to deliver value-driven, globally managed solutions.4.6.7. Vodafone: Vodafone, the world’s leading international mobile communicationscompany, has fully arrived in India brand will be lunched in India from 21stSeptember onwards. The popular and endearing brand, Hutch, will betransitioned to Vodafone across India. This marks a significant chapter in the 57
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAevolutic brand change over the next few weeks will be unveiled nationallythrough a high profile campaign covering all important media. Vodafone, the world’s leading mobile telecommunication company,completed the acquisition of Hutchison Essar in May 2007. Asim Ghosh,managing director, Vodafone Essar, said “We have had a great innings as Hutchin India and today marks a new begin that created Hutch, but an accelerationinto the future with Vodafone’s global expertise..” the Vodafone mission is tobe the communications leader in an increasingly connected world – enrichingcustomers lives, helping increased by delivering their total communicationneeds.About Vodafone Essar Limited: Vodafone Essar in India is a subsidiary of Vodafone Group plc andcommenced operations in 1994 when its predecessor Hutchison tele Vodafoneessar now has operations in 16 circles covering 86% of India’s mobile customerbase, with over 34.1 million customers. Over the year, Vodafone Essar, underthe hutch brand, has been named the Most Respected Telecom Company, theBest Mobile sender effective advertiser of the year. Vodafone is the world’sleading international mobile communications company. It now has operation network with over 200 million customersworldwide. Vodafone has partnered with the Essar Group as its principal jointventure partner. The Essar Group is a diversified business corporation withinterests spanning the manufacturing and service sectors like steel, energy,construction. The group has an asset base of over Rs.400 billion and employerover 20,000 people. 58
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA4.7. CONCLUSION India has one of the world’s largest telecommunication network.The telecom story continues to be the best evidence of the efficacy of thereforms process. In just six years, the number of mobile subscribers has gonefrom just about one million to 100 million, a subscriber base that only four othercountries China, the US, Japan and Russia can boast of. None can doubt thecorrelation between this explosive growth in numbers and the steep decline inthe cost of the mobile phone and of its usage. Effective tariffs have droppedfrom over Rs.14 a minute to Re 1, bringing the phone within reach of peopleeven below the middle-class. The Government may have, therefore, landeditself a winner in the mobile phone, but the task of taking telecom to the other90 per cent of the population will call for even greater innovation inpolicymaking, technology and marketing. Still three-fourths of the land mass is not illuminated by a cellular signaland the price of the instrument is beyond the reach of a substantial section of thepopulation let alone the charges for its use. These issues, of course, can beresolved by decisive policy action, such as a creative use of the UniversalServices Obligation fund that now has over Rs.70 billion, releasing adequatespectrum to operators in the metros, and a proactive investment policy thatinvites many more equipment manufacturers to set up base in this country. Theroad for India achieving the top most position in telecommunication is no longera dream as India is nearing China in all aspects in few years India will overpower all countries and achieve its target of top most position in telecomindustry. 59
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CHAPTER V ANALYSIS AND INTERPRETATION 5.1. INTRODUCTION: This chapter is allocated for analysis and interpretation of data. Theanalysis of consumer satisfaction done by percentage analysis and chi-squaretest TABLE NO.-1 CONSUMER PREFERENCE TOWARDS CELL PHONE SERVICE PROVIDERS NAME OF THE PERCENTAGE CELL PHONE NUMBER OF S.NO OF SERVICE RESPONDENTS RESPONDENTS PROVIDER 1 AIRCEL 23 22.12 2 AIRTEL 53 50.96 3 BSNL 4 3.85 4 RELIANCE 8 7.69 5 TATA INDICOM 3 2.88 6 VODAFONE 12 11.54 7 OTHERS 0 0 TOTAL 104 100 INFERENCE: Most of the respondents are using Airtel (50.96%) and 22.12% ofrespondents are using Aircel. Others are used different cell phone serviceproviders. 60
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 61
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 2 Consumer’s preference towards cell phone service providers on the basis of age group UPTO 20 YEARS 21 - 30 YEARS 31 - 40 YEARS 41 AMD ABOVE TOTAL NAME OF THE CELLS.N PHONE PERCENTAG PERCENTAG PERCENTAG PERCENTAG PERCENTAGE O NO. OF NO. OF NO. OF NO. OF NO. OF SERVICE E OF E OF E OF E OF OF PROVIDER RESPONDENT RESPONDENT RESPONDENT RESPONDENT RESPONDENT RESPONDENT RESPONDENT RESPONDENT RESPONDENT RESPONDENT S S S S S S S S S S 1 5 20.00 12 18.75 4 80 2 20 23 22.11 AIRCEL 2 15 60.00 33 51.56 1 20 4 40 53 50.96 AIRTEL 3 1 4.00 2 3.13 0 0 1 10 4 3.84 BSNL 4 0 0.00 5 7.81 0 0 3 30 8 7.69 RELIANCE 5 TATA 0 0.00 3 4.69 0 0 0 0 3 2.88 INDICOM 6 4 16.00 9 12.50 0 0 0 0 13 12.50 VODAFONE 7 0 0 0 0 0 0 0 0 0 0 OTHERS TOTAL 25 100 64 100 5 100 10 100 104 100 INFERENCE:  Among respondents upto 20 years of age group, majority of them (i.e. 60%) are using airtel folllowed by aircel users(20%).  Consumers in the age group of 21 – 30 years 51% of respondents are mostly prefer airtel (ie 51%) and 18% of the respondents are using Aircel.  80% of customers are using Aircel, who are in the age group of 31 – 40 years.  41 and above – 40% of the respondents are using Airtel and 30% of respondents are using Reliance. 62
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 63
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 3 COMPOSITION OF RESPONDENTS ON THE BASIS OF MARITAL STATUS PERCENTAGE MARITAL NUMBER OF S.NO OF STATUS RESPONDENTS RESPONDENTS 1 MARRIED 30 28.85 2 UNMARRIED 74 71.15 TOTAL 104 100 INFERENCE: The married respondents are using cell phones in 28.85%,but the unmarried respondents are using cell phones in 71%. 64
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 65
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 4 COMPOSITION OF RESPONDENTS ON THE BASIS OF EDUCATION QUALIFICATION PERCENTAGE EDUCATIONAL NUMBER OF S.NO OF QUALIFICATION RESPONDENTS RESPONDENTS 1 UP TO HSC 32 30.77 2 GRADUATION 65 62.50 3 PROFESSIONAL 7 6.73 4 OTHERS 0 0.00 TOTAL 104 100 INFERENCE: The majority of the respondents 62.50% (graduates) areusing cell phones and 30.77% (upto HSC) respondents are using cellphones. 66
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 67
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 5 COMPOSITION OF RESPONDENTS ON THE BASIS OF OCCUPATION PERCENTAGE NUMBER OF S.NO OCCUPATION OF RESPONDENTS RESPONDENTS 1 BUSINESS 16 15.38 2 PROFESSIONAL 2 1.92 3 EMPLOYEE 33 31.73 4 HOME MAKER 8 7.69 5 STUDENT 44 42.31 6 OTHERS 1 0.96 TOTAL 104 100 INFERENCE: The students are using cell phones in 42% and theemployees are sing cell phones in 31.73% only. 68
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 69
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 6 COMPOSITION OF RESPONDENTS ON THE BASIS OF FAMILY INCOME (PER MONTH) PERCENTAGE FAMILY NUMBER OF S.NO OF INCOME RESPONDENTS RESPONDENTS LESS THAN 1 32 30.77 Rs.5,000 Rs.5,001 TO 2 48 46.15 10,000 Rs.10,001 TO 3 12 11.54 15,000 4 ABOVE 15,000 12 11.54 TOTAL 104 100INFERENCE: 46% of respondents are get monthly income of Rs.5,000 –Rs.10,000, and 30% of respondents are get monthly income as less thanRs.5,000. 70
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 71
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 7 TABLE SHOWING VARIOUS FACTORS INDUCING TO PURCHASE THE CELL PHONES PERCENTAGE INFLUENCING NUMBER OF S.NO OF FACTOR RESPONDENTS RESPONDENTS FAMILY 1 42 40.38 MEMBER 2 NEIGHBORS 2 1.92 3 RELATIONS 5 4.81 4 FRIENDS 39 37.50 5 ADVERTISEMENT 4 3.85 6 DEALERS 6 5.77 7 OTHERS 6 5.77 TOTAL 104 100 INFERENCE: On the basis of purchasing the cell phones 40% of therespondents are inducing by family members, and 5.77% of respondentsare only inducing by dealers and others. 72
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 73
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 8 COMPOSITION OF RESPONDENTS ON THE BASIS OF PURPOSE OF PURCHASE OF THE CELL PHONES PERCENTAGE NUMBER OF S.NO PURPOSE OF RESPONDENTS RESPONDENTS FOR 1 15 14.42 BUSINESS FOR 2 89 85.58 PERSONAL TOTAL 104 100 INFERENCE: 15% of respondents are using cell phones for their business,and 89% of respondents are using cell phones for their personal usage. 74
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 75
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. : 9 Consumer’s preference towards cell phone service provider on the basis of scheme Prepaid Post paid Total Service Percentage Percentage s. no No. of No. of No. of Percentage of providers of of respondents respondents respondents Respondents Respondents Respondents 1. Aircel 22 21.15 1 0.97 23 22.12 2. Airtel 45 43.26 8 7.70 53 50.96 3. BSNL 2 1.92 2 1.92 4 3.85 4. Reliance 7 6.73 1 0.97 8 7.69 5. Tata indicom 1 0.97 2 1.92 3 2.88 6. Vodafone 9 8.65 4 3.85 13 12.50 7. Others 0 0 0 0 0 0 Total 86 18 104 100INFERENCE: In prepaid, majority of the respondents are using Airtel (43.26%), 21.15% of the respondents usingAircel, 1% of the respondents are only using Tata indicom. In post paid, majority of the respondents 7.70% are using Airtel,and 0.97% of respondents are using Reliance and Aircel. 76
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 77
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 10 COMPOSITION OF RESPONDENTS ON THE BASIS OF USEFULNESS OF CELL PHONES PERCENTAGE NUMBER OF S.NO USAGE OF RESPONDENTS RESPONDENTS 1 INCOMING 18 17.31 2 OUTGOING 2 1.92 3 BOTH 78 75.00 4 SMS 6 5.77 TOTAL 104 100INFERENCE: 75% of the respondents are using cell phones for incoming andoutgoing, but 5.77% of respondents are only using cell phones for SMS. 78
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 79
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 11 TABLE SHOWING THE NUMBER OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS SERVICES PROVIDED BY THE SERVICE PROVIDERS AWARE NEUTRAL UNAWARE TOTAL VARIOUS S.NO SERVICES PERCENTAGE PERCENTAGE PERCENTAGE PERCENTAGE NO. OF NO. OF NO. OF NO. OF OF OF OF OF RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS SCHEME OF 1 INITIAL 63 60.58 35 33.65 6 5.77 104 100 PURCHASE BALANCE 2 OF TALK 67 64.42 26 25.00 11 10.58 104 100 CHARGES PERIODICAL 3 OFFERS 60 57.69 28 26.92 16 15.38 104 100 CALL WAITING 4 AND CALL 61 58.65 25 24.04 18 17.31 104 100 DIVERTING OPTION MODES OF 5 PAYMENT 64 61.54 19 18.27 21 20.19 104 100INFERENCE: 64% of respondents are awared about their talk charges, 57% of respondents are only awared about various period offers.33% of respondents are less aware about their schemes and 18% of respondents are also less aware about their modes ofpayments. 20% of respondents are unawared about their modes of payment and 5.7% of respondents only unawared about theirschemes. 80
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 81
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 12 INFLUENCING FACTORS TO PURCHASE THE CELL PHONE (ANOTHER VIEW) PERCENTAGE NUMBER OF OF S.NO FACTORS RESPONDENT RESPONDENT S S 1 DEPOSIT AMOUNT 13 12.50 2 BRAND IMAGE 48 46.15 3 AVAILABILITY 11 10.58 CREDIT FACILITY FOR 4 8 7.69 CONNECTION CUSTOMER CARE 5 17 16.35 SERVICE 6 SERVICE CHARGES 7 6.73 TOTAL 104 100INFERENCE: 48.15% of respondents are purchasing the particular service by its brandimage, and 16.35% of respondents are choosing the particular service providerby their customer care service. 82
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 83
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 13 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PRICE OF THE CELL PHONE PROVIDERS NAME OF HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL THE CELL PERCENTAGE PERCENTAGE PERCENTAGE PERCENTAGES.NO PHONE NO. OF NO. OF NO. OF NO. OF OF OF OF OF SERVICE RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS PROVIDER 23 22.12 1 AIRCEL 4 15.38 15 21.42 4 50.00 53 50.96 2 AIRTEL 18 69.23 35 50.00 0 0.00 4 3.85 3 BSNL 0 0.00 3 4.29 1 12.50 8 7.69 4 RELIANCE 0 0.00 7 10.00 1 12.50 TATA 3 2.88 5 INDICOM 0 0.00 3 4.29 0 0.00 13 12.50 6 VODAFONE 4 15.38 7 10.00 2 25.00 0 0 7 OTHERS 0 0.00 0 0.00 0 0.00 TOTAL 26 100 70 100 8 100 104 100 INFERENCE: 69% of the resondnets are highly satisfied for the price of Airtel service provider and 15 % of respondents are only highly satisfied for the price of Aircel and Vodafone. 50% of the respondents are satisfied (average) for the price of the Airtel, and 4% of the respondents are satisfied (average) for the price of BSNL and Tata indicom. 50% of respondents are dissatisfied for the price of the Aircel, and no percentage of respondents for the price of Airtel and Tata indicom. 84
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 85
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 14 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PERFORMANCE OF SERVICE PROVIDER NAME HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL OF THE CELLS.N PHONE PERCENTA PERCENT PERCENTA PERCENTA NO. OF NO. OF NO. OF NO. OFO SERVIC RESPONDEN GE OF RESPONDEN AGE OF RESPONDENT GE OF RESPONDEN GE OF E RESPONDEN RESPOND RESPONDEN RESPONDEN TS TS S TS PROVID TS ENTS TS TS ER 23 22.12 1 AIRCEL 5 16.67 16 26.67 2 20.00 53 50.96 2 AIRTEL 19 63.33 31 51.66 3 30.00 4 3.85 3 BSNL 0 0.00 4 0.00 0 0.00 RELIANC 8 7.69 4 E 0 0.00 5 8.33 3 30.00 TATA 3 2.88 5 INDICOM 1 3.33 1 1.67 1 10.00 VODAFO 13 12.50 6 NE 5 16.67 7 11.67 1 10.00 0 0 7 OTHERS 0 0.00 0 0 0 0.00 TOTAL 30 100 64 100 10 100 104 100INFERENCE: 63% of respondents are highly satisfied for the performance of Airtel service Provider, and 3.33% of respondents are onlyhighly satisfied for the performance of Tata indicom. 51.66% of respondents are satisfied (average) for the performance ofAirtel service provider and 1.67 % of respondents only satisfied (average) for the Tata indicom service. No% of respondents aredissatisfied in BSNL service. 86
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 87
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 15 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF AFTER SALES SERVICE OF THE SERVICE PROVIDER HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTALNAME OF THECELL PHONE PERCENTAGE PERCENTAGE PERCENTAGE PERCENTAGE NO. OF NO. OF NO. OF NO. OF SERVICE OF OF OF OF RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS PROVIDER RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS 23 22.12AIRCEL 6 14.28 14 31.11 3 17.65 53 50.96AIRTEL 26 61.90 20 44.44 7 41.18 4 3.85BSNL 1 2.38 2 4.44 1 5.88 8 7.69RELIANCE 0 0.00 7 15.55 1 5.88 3 2.88TATA INDICOM 1 2.38 0 0.00 2 11.76 13 12.50VODAFONE 8 19.04 2 4.44 3 17.65 0 0OTHERS 0 0 0 0.00 0 0.00 TOTAL 42 100 45 100 17 100 104 100 INFERENCE: Majority of the respondents (61.90%) are highly satisfied about after sales service and Airtel and no% of respondents are highly satisfied about the after sales service of Reliance. 44.44% and 31.11% of respondents are satisfied (average) about after sales service of Airtel and Aircel. 41% of respondents are dissatisfied about after sales service of Airtel and 5.8% of respondents are only dissatisfied about the after sales service of BSNL and Reliance. 88
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 89
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 16 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF SCHEMES AT THE TIME OF PURCHASING THE PARTICULAR CELL PHONE SERVICE PROVIDER NAME OF HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL THE CELLS.N PERCENTAGE PERCENTAGE PERCENTAGE PERCENTAGE PHONE NO. OF NO. OF NO. OF NO. OF O OF OF OF OF SERVICE RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS PROVIDER 26.64 13 20.63 2 18.18 23 22.12 1 AIRCEL 8 53.33 33 52.38 4 36.36 53 50.96 2 AIRTEL 16 0.00 4 6.35 0 0.00 4 3.85 3 BSNL 0 3.33 3 4.76 4 36.36 8 7.69 4 RELIANCE 1 TATA 0.00 2 3.17 1 9.09 3 2.88 5 INDICOM 0 16.67 8 12.70 0 0.00 13 12.50 6 VODAFONE 4 0.00 0 0.00 0 0.00 0 0 7 OTHERS 0 TOTAL 30 100 63 100 11 100 104 100 INFERENCE: 53.33% of respondents are highly satisfied about the schemes at the time of purchasing the Airtel and no% of respondents are highly satisfied about the schemes at the time of purchasing the BSNL and Tata indicom. 52.38% of the respondents are satisfied (average) about the schemes of the time of purchasing Airtel. And 3% of the respondents are only satisfied (average) about the schemes at the time of purchasing Tata indicom. No% of respondents are dissatisfied about the schemes at the time of purchasing of BSNL and Vodafone and 36% of respondents are dissatisfied at the time of purchasing the Airtel. 90
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 91
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 17 CONSUMER’S SATISFACTION LEVEL THE BASIS OF PERIODICAL OFFERS PROVIDED BY THE SERVICE PROVIDERS NAME OF HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL THE CELL PERCENTAGE PERCENTAGE PERCENTAGES.N NO. OF NO. OF NO. OF NO. OF PERCENTAGE PHONE OF OF OF O RESPONDENT RESPONDENT RESPONDENT RESPONDENT OF SERVICE RESPONDENT RESPONDENT RESPONDENT S S S S RESPONDENTS PROVIDER S S S 7 25.00 12 26.67 4 12.90 23 22.12 1 AIRCEL 14 50.00 25 55.56 14 45.16 53 50.96 2 AIRTEL 3 10.71 0 0.00 1 3.23 4 3.85 3 BSNL 2 7.14 3 6.67 3 9.68 8 7.69 4 RELIANCE TATA 0 0.00 1 2.22 2 6.45 3 2.88 5 INDICOM VODAFON 3 10.34 3 6.67 7 22.58 13 12.50 6 E 0 0.00 0 0.00 0 0.00 0 0 7 OTHERS TOTAL 29 100 44 100 31 100 104 100 INFERENCE: On the basis of periodical offers 50% of Airtel respondents are highly satisfied, and no percentage of respondents are highly satisfied in Tata indicom. 55% of the respondents are satisfied (average) of the Airtel’s periodical offers. 45% of the respondents are dissatisfied of the Airtel’s periodical offers and 3% of respondents are only dissatisfied about the BSNL’s periodical offers. 92
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 93
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 18 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF OUTGOING CALL CHARGES OF SERVICE PROVIDERS NAME OF TOTAL HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY THE CELLS.N PHONE PERCENTAG PERCENTAG PERCENTAG PERCENTAGE O NO. OF NO. OF NO. OF NO. OF SERVICE E OF E OF E OF OF RESPONDENT RESPONDENT RESPONDENT RESPONDENT PROVIDE RESPONDENT RESPONDENT RESPONDENT RESPONDENT S S S S R S S S S 25.81 9 20.00 6 21.43 23 22.12 1 AIRCEL 8 48.39 27 60.00 11 39.29 53 50.96 2 AIRTEL 15 3.23 1 2.22 2 7.14 4 3.85 3 BSNL 1 6.45 2 4.44 4 14.29 8 7.69 4 RELIANCE 2 TATA 0.00 1 2.22 2 7.14 3 2.88 5 INDICOM 0 VODAFON 16.12 5 11.11 3 10.71 13 12.50 6 E 5 0.00 0 0.00 0 0.00 0 0 7 OTHERS 0 TOTAL 31 100 45 100 28 100 104 100 INFERENCE: On the basis of outging call charges, 48% of Airtel respondents are highly satisfied and no% of respondents are satisfied for the outgoing call charges and Tata indicom. 60% of respondents are satisfied (average) about the outgoing call charges of airtel and 2% of respondents only satisfied (average) in BSNL and Tata indicom’s outgoing call charges. 39.2% of respondents are dissatisfied about the outgoing call charges of Airtel, 7% of the respondents are only dissatisfied about the outgoing call charges of BSNL and Tata indicom. 94
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 68
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO: 18 CONSUMER’S ATTITUDE TOWARDS THE IMPORTANCE OF CELL PHONES PERCENTAGE NUMBER OF S.NO NATURE OF RESPONDENTS RESPONDENTS 1 NECESSITY 67 64.42 2 STATUS 16 15.38 3 LUXURY 9 8.65 4 COMPULSION 12 11.54 TOTAL 104 100 INFERENCE: 67% of the respondents are states that cell phones arenecessity, and 9% of respondents are only states that cell phones areluxury. 69
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA 70
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CALCULATION OF SATISFACTORY SCORES The Respondents were asked to state their level ofSatisfaction relating to some factors. Based on their responses thesatisfaction score obtained by each respondent was found out. Points orscores were allocated based on the response. For each of the factor threelevels of satisfaction were assigned namely high, medium and low. Forhigh satisfied three points were given, for satisfied two and for notsatisfied one point was given. The total scores secured by eachrespondent was thus arrived at. All the hundred respondents wereclassified based on their level of satisfaction. Those who have obtainedup to 20 points were classified under low satisfaction category,Respondents with 21 – 30 points were classified under mediumsatisfaction category and those with more than 30 points were classifiedunder high satisfaction category. NUMBER OF RESPONDENTS AND LEVEL OF SATISFACTION LEVEL OF NO. OF SATISFACTION RESPONDENTS HIGH SATISFACTION 33 MEDIUM SATISFACTION 50 LOW SATISFACTION 17 TOTAL 100 71
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CHI-SQUARE TEST Chi-square test is one of the simplest and most widely used non-parametric tests in statistical work. This test was first used by KarlPearson in the year 1900. The quantity describes the magnitude of thediscrepancy between theory and observation. It is a method to test the relationship between thetheoretical (hypothesis) & the observed value. Chi – square test (X2) = ∑ (O – E)2 / E Degrees Of Freedom = V = (R – 1) (C -1) Were, ‘O’ = Observed Frequency ‘E’ = Expected Frequency ‘R’ = Number of Rows ‘C’ = Number of Columns For all the chi-square test the table value has taken @ 5% levelof significance. 72
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.1CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN AGE AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER LEVEL OF SATISFACTION AGE TOTAL HIGH MODERATE LOWUPTO 20 2 22 1 2521 - 30 15 36 13 6431 - 40 0 5 0 5ABOVE 40 1 6 3 10TOTAL 18 69 17 104H O: There is no significant relationship between age and level of satisfaction.H1: There is significant relationship between age and level of satisfaction O E O-E (O-E)2 (O-E)2/E 2 4.50 -2.50 6.25 1.39 15 11.52 3.48 12.11 1.05 0 0.90 -0.90 0.81 0.90 1 1.80 -0.80 0.64 0.36 22 17.25 4.75 22.56 1.31 36 44.16 -8.16 66.59 1.51 5 3.45 1.55 2.40 0.70 6 6.90 -0.90 0.81 0.12 1 4.25 -3.25 10.56 2.49 13 10.88 2.12 4.49 0.41 0 0.85 -0.85 0.72 0.85 3 1.70 1.30 1.69 0.99 TOTAL 11.07 73
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA X2 = ∑ (O-E)2 / E = 11.07Number of degree of freedom: ndf = (row-1) (column –1) (3) (2) = 6Table value of x2 at 5% level of significant = 12.59Conclusion: HO is accepted since the calculated value of x2 (11.07) lessthan the table value of x2 (12.59) hence there is no significantrelationship between level of satisfaction and age. 74
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.2 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN GENDER AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER LEVEL OF SATISFACTION GENDER TOTAL HIGH MODERATE LOWMALE 11 42 13 66FEMALE 7 27 4 38TOTAL 18 69 17 104 HO: There is no significant relationship between gender and level of satisfaction. H1: There is significant relationship between gender and level of satisfaction O E O-E (O-E)2 (O-E)2/E 11 11.88 -0.88 0.77 0.07 7 6.84 0.16 0.03 0.00 42 45.54 -3.54 12.53 0.28 27 26.22 0.78 0.61 0.02 13 11.22 1.78 3.17 0.28 4 6.46 -2.46 6.05 0.94 TOTAL 1.59 75
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA X2 = ∑ (O-E)2 / E = 1.59Number of degree of freedom: ndf = (row-1) (column –1) (1) (2) = 2Table value of x2 at 5% level of significant = 5.99Conclusion: HO is accepted since the calculated value of x2 (1.59) less thanthe table value of x2 (5.99) hence there is no significant relationshipbetween level of satisfaction and gender. 76
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.3CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN MARITAL STATUS AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER MARITAL LEVEL OF SATISFACTION TOTAL STATUS HIGH MODERATE LOW MARRIED 7 17 6 30 UNMARRIED 11 52 11 74 TOTAL 18 69 17 104HO: There is no significant relationship between marital status and level of satisfaction.H1: There is significant relationship between marital status andlevelof satisfaction O E O-E (O-E)2 (O-E)2/E 7 5.40 1.60 2.56 0.47 11 13.32 -2.32 5.38 0.40 17 20.70 -3.70 13.69 0.66 52 51.06 0.94 0.88 0.02 6 5.10 0.90 0.81 0.16 11 12.58 -1.58 2.50 0.20 TOTAL 1.91 77
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA X2 = ∑ (O-E)2 / E = 1.91Number of degree of freedom: ndf = (row-1) (column –1) (1) (2) = 2Table value of x2 at 5% level of significant = 5.99Conclusion: HO is accepted since the calculated value of x2 (1.91) less thanthe table value of x2 (5.99) hence there is no significant relationshipbetween level of satisfaction and marital status. 78
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.4 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENEDUCATIONAL QUALIFICATION AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER EDUCATIONAL LEVEL OF SATISFACTION TOTAL QUALIFICATION HIGH MODERATE LOWUP TO HSC 6 4 18 28GRADUATE 9 6 36 51PROFESSIONAL 2 1 8 11OTHERS 1 6 7 14TOTAL 18 17 69 104HO: There is no significant relationship between educationalqualification and level of satisfaction.H1: There is significant relationship between educationalqualification and level of satisfaction O E O-E (O-E)2 (O-E)2/E 6 5.04 0.96 0.92 0.18 9 9.18 -0.18 0.03 0.00 2 1.98 0.02 0.00 0.00 1 2.52 -1.52 2.31 0.92 4 4.76 -0.76 0.58 0.12 6 8.67 -2.67 7.13 0.82 1 1.87 -0.87 0.76 0.40 6 2.38 3.62 13.10 5.51 18 19.32 -1.32 1.74 0.09 36 35.19 0.81 0.66 0.02 8 7.59 0.41 0.17 0.02 7 9.66 -2.66 7.08 0.73 TOTAL 8.09 79
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAX2 = ∑ (O-E)2 / E = 8.09Number of degree of freedom: ndf = (row-1) (column –1) (3) (2) = 6Table value of x2 at 5% level of significant = 12.59Conclusion: HO is accepted since the calculated value of x2 (8.09) less thanthe table value of x2 (12.59) hence there is no significant relationshipbetween level of satisfaction and educational qualification. 80
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.5 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN OCCUPATION AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER LEVEL OF SATISFACTION OCCUPATION TOTAL HIGH MODERATE LOWBUSINESS 3 9 4 16PROFESSIONAL 0 2 0 2EMPLOYEE 5 20 8 33HOME MAKER 2 5 1 8STUDENT 8 32 4 44OTHERS 0 1 0 1TOTAL 18 69 17 104 HO: There is no significant relationship between occupation and level of satisfaction. H1: There is significant relationship between occupation and level of satisfaction O E O-E (O-E)2 (O-E)2/E 3 2.88 0.12 0.01 0.01 0 0.36 -0.36 0.13 0.36 5 5.94 -0.94 0.88 0.15 2 1.44 0.56 0.31 0.22 8 7.92 0.08 0.01 0.00 9 11.04 -2.04 4.16 0.38 2 1.38 0.62 0.38 0.28 20 22.77 -2.77 7.67 0.34 5 5.52 -0.52 0.27 0.05 32 30.36 1.64 2.69 0.09 4 2.72 1.28 1.64 0.60 0 0.34 -0.34 0.12 0.34 8 5.61 2.39 5.71 1.02 1 1.36 -0.36 0.13 0.10 4 7.48 -3.48 12.11 1.62 TOTAL 3.82 X2 = ∑ (O-E)2 / E = 3.82 81
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIANumber of degree of freedom: ndf = (row-1) (column –1) (5) (2) = 10Table value of x2 at 5% level of significant = 18.30Conclusion: HO is accepted since the calculated value of x2 (3.82) less thanthe table value of x2 (18.30) hence there is no significant relationshipbetween level of satisfaction and occupation. 82
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.6 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN MONTHLY INCOME AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER LEVEL OF SATISFACTION MONTHLY INCOME TOTAL HIGH MODERATE LOWLESS THAN Rs.5000 4 27 1 32Rs.5001 TO 10000 12 27 9 48Rs.10001 TO 15000 1 10 1 12ABOVE 15000 1 5 6 12TOTAL 18 69 17 104 HO: There is no significant relationship between monthly income and level of satisfaction. H1: There is significant relationship between monthly income and level of satisfaction O E O-E (O-E)2 (O-E)2/E 4 5.76 -1.76 3.10 0.54 12 8.64 3.36 11.29 1.31 1 2.16 -1.16 1.35 0.62 1 2.16 -1.16 1.35 0.62 27 22.08 4.92 24.21 1.10 27 33.12 -6.12 37.45 1.13 10 8.28 1.72 2.96 0.36 5 8.28 -3.28 10.76 1.30 1 5.44 -4.44 19.71 3.62 9 8.16 0.84 0.71 0.09 1 2.04 -1.04 1.08 0.53 6 2.04 3.96 15.68 7.69 TOTAL 11.21 X2 = ∑ (O-E)2 / E = 11.21 83
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIANumber of degree of freedom: ndf = (row-1) (column –1) (3) (2) = 6Table value of x2 at 5% level of significant = 12.59Conclusion: HO is accepted since the calculated value of x2 (11.21) lessthan the table value of x2 (12.59) hence there is no significantrelationship between level of satisfaction and monthly income. 84
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.7 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE PROVIDERS AND SATISFACTION SERVICE LEVEL OF SATISFACTION TOTAL PROVIDERS HIGH MODERATE LOWAIRCEL 3 18 2 23AIRTEL 12 36 5 53BSNL 0 3 1 4RELIANCE 0 4 4 8TATA INDICOM 0 1 2 3VODAFONE 3 6 3 12OTHERS 0 1 0 1TOTAL 18 69 17 104HO: There is no significant relationship between service providersand level of satisfaction.H1: There is significant relationship between service providersand level of satisfaction O E O-E (O-E)2 (O-E)2/E 3 4.14 -1.14 1.30 0.31 12 9.54 2.46 6.05 0.63 0 0.72 -0.72 0.52 0.72 0 1.44 -1.44 2.07 1.44 0 0.54 -0.54 0.29 0.54 3 2.16 0.84 0.71 0.33 0 0.18 -0.18 0.03 0.00 18 15.87 2.13 4.54 0.29 36 36.57 -0.57 0.32 0.01 3 2.76 0.24 0.06 0.02 4 5.52 -1.52 2.31 0.42 1 2.07 -1.07 1.14 0.55 6 8.28 -2.28 5.20 0.63 1 0.69 0.31 0.10 0.00 2 3.91 -1.91 3.65 0.93 5 9.01 -4.01 16.08 1.78 1 0.68 0.32 0.10 0.15 4 1.36 2.64 6.97 5.12 2 0.51 1.49 2.22 4.35 3 2.04 0.96 0.92 0.45 0 0.17 -0.17 0.03 0.00 TOTAL 8.76X2 = ∑ (O-E)2 / E = 8.76 85
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIANumber of degree of freedom: ndf = (row-1) (column –1) (6) (2) = 12Table value of x2 at 5% level of significant = 21.06Conclusion: HO is accepted since the calculated value of x2 (8.76) less thanthe table value of x2 (21.06) hence there is no significant relationshipbetween level of satisfaction and service provider. 86
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.8CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONE AND SATISFACTION LEVEL OF SATISFACTION PURPOSE TOTAL HIGH MODERATE LOW 3 7 5 15BUSINESS 15 62 12 89PERSONAL 18 69 17 104TOTALHO: There is no significant relationship between use of cell phoneand level of satisfaction.H1: There is significant relationship between use of cell phoneand level of satisfaction O E O-E (O-E)2 (O-E)2/E 3 2.70 0.30 0.09 0.03 15 16.02 -1.02 1.04 0.06 7 10.35 -3.35 11.22 1.08 62 61.41 0.59 0.35 0.01 5 2.55 2.45 6.00 2.35 12 15.13 -3.13 9.80 0.65 TOTAL 4.19 87
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA X2 = ∑ (O-E)2 / E = 4.19Number of degree of freedom: ndf = (row-1) (column –1) (1) (2) = 2Table value of x2 at 5% level of significant = 5.99Conclusion: HO is accepted since the calculated value of x2 (4.19) less thanthe table value of x2 (5.99) hence there is no significant relationshipbetween level of satisfaction and use of cell phone. 88
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA TABLE NO. 5.9CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONE AND SATISFACTION LEVEL OF SATISFACTION TYPE OF TOTAL CONNECTION HIGH MODERATE LOWPOST PAID 4 14 8 26PREPAID 14 55 9 78TOTAL 18 69 17 104HO: There is no significant relationship between type of connectionand level of satisfaction.H1: There is significant relationship between type of connectionand level of satisfaction O E O-E (O-E)2 (O-E)2/E 4 4.68 -0.68 0.46 0.10 14 14.04 -0.04 0.00 0.00 14 17.94 -3.94 15.52 0.87 55 53.82 1.18 1.39 0.03 8 4.42 3.58 12.82 2.90 9 13.26 -4.26 18.15 1.37 TOTAL 5.26 89
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA X2 = ∑ (O-E)2 / E = 5.26Number of degree of freedom: ndf = (row-1) (column –1) (1) (2) = 2Table value of x2 at 5% level of significant = 5.99Conclusion: HO is accepted since the calculated value of x2 (5.26) less thanthe table value of x2 (5.99) hence there is no significant relationshipbetween level of satisfaction and type of connection. 90
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA CHAPTER VI FINDINGS, SUGGESTIONS AND CONCLUSIONINTRODUCTION: This chapter is allocated to express the findings andconclusions in this study. Statistical tools are applied to analyze thedata. It includes the result of each and every tables, charts and tests.FINDINGS FROM PERCENTAGE ANALYSIS: → On the basis of consumer preference, majority of the peoples are preferred Airtel. → On the basis of age group, most of the respondents (60%), are using Airtel, who are in the category of upto 20 years. → On the basis of marital status mostly unmarried respondents are using cell phones than married respondents. → On the basis of educational qualification, most of the graduates are using cell phones. → On the basis of occupation, the students are only used cell phones in more level. → On the basis of family income, 30% of the respondents are using cell phones, who are all get family income of less than Rs.5,000. → Majority of the peoples are buy the cell phones by influencing their family members. 91
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA → 3.8% of respondents are only influenced by advertisements. → Majority of the peoples are using cell phones for personal usage. → Majority of the peoples are using prepaid scheme. → Majority of the peoples are using cell phones for both incoming and outgoing. → Less than 20% of the peoples are only less awarred about services provided by the services provider. → Majority of the peoples are seeking brand image, for their service provider. → Majority of the respondents are highly satisfied about the price of Airtel. → No peoples are highly satisfied about the price of BSNL, Reliance, Tata indicom. → No peoples are dissatisfied about the price of the Airtel. → On the basis of performance, no peoples are highly satisfied in BSNL, Reliance. → No peoples are dissatisfied about the performance of BSNL service provider. → On the basis of after sales service, the majority of the respondents are highly satisfied in Airtel. 92
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA → No peoples are highly satisfied about the after sales service of BSNL. → Minority (5%) people are only dissatisfied about the after sales services of BSNL and Reliance. → On the basis of schemes at the time of the service, 55% of peoples are highly satisfied. → On the basis of periodical offers, majority of the peoples highly satisfied in Airtel. → On the basis of outgoing call charges, majority of people are highly satisfied in Airtel. → No people are highly satisfied about the outgoing call charges of Tata indicome. → On the basis of consumer’s attitude, majority of the people are states that cell phones are necessity to all. → 8% of the respondents are only states that cell phones are luxury.FINDING FROM CHI-SQUARE TEST:  Chi-square test reveals that there is no significant relationship between satisfaction level and age.  Chi-square test shows that there is no significant relationship between satisfaction level and gender. 93
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA  Chi-square test indicates that there is no significant relationship between the marital status and level of satisfaction.  Chi-square test showing that there is no significant relationship between education and level of satisfaction.  Chi-square test reveals that there is no significant relationship between occupation and level of satisfaction.  Chi-square test shows that there is no significant relationship between monthly income and level of satisfaction.  Chi-square test indicate that there is no significant relationship between service provider and satisfaction level.  Chi-square test shows that there is no significant relationship between the type of connection and level of satisfaction.SUGGESTIONS: æBSNL, Tata indicom should try to expand their customer’s network. æReliance, and Tata indicom should try to attract the young peoples. (upto 20 years) æAirtel should try to attract old peoples also. 94
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA æAll the service providers are made good advertisements for their service. Because, advertisements are take little part for influencing the consumers. æAll the service providers are try to increase post paid users. æ75% of the peoples are unaware about the various services rendered by their service provider. So the service providers try to make awareness of their customers services to their customers. æBSNL, Reliance, Tata indicom should attract the customers by reducing their price. æBSNL, Reliance customers are highly dissatisfied about the performance of the service provider. So they should try to add some advanced features towards their services. æAircel should try to increase their after sales services. æAirtel should decreased their dissatisfied customers by providing good after sales services. æTata indicom should give periodical offers to their customers. æTata indicome should decrease their outgoing call charges. 95
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIACONCLUSION: This is an information era significance of information cannotbe over emphasized. This study attempts to find out the satisfactionof consumer regarding cell phone service providers. This decade, most of the peoples using cell phones. So, serviceproviders are increasing in more level. So service provider areshould over come another one’s competition. So, it leads to addingnew features, schemes, periodical offers to their service. So, theconsumers get maximum benefit from their service provider. Now-a-days, cell phones are very necessity to all. Because, itis give safety to the men and women also. And no person are feelcell phones are luxury one. So most of the persons are also shouldpreferred these cell phones to their children. 96
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA BIBLIOGRAPHYBOOKS:MARKETING MANAGEMENT - V.S. Ramaswamy, S.NamakumariRESEARCH METHODOLOGY - C.R.KothariOPERATION RESEARCH - VittalINTERNET SOURCE: www.mrvfonv.com 97
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA “A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES” QUESTIONNAIRE1. Name :2. Sex : a. Male b. Female3. Age : a. Up to 20 yrs b.21-30 yrs4. Marital Status : a. Married b. Unmarried5. Educational Qualification a.Up to Hs b. Graduation c. Professionald. Others _____________________________________(Pls Specify)6. Occupation : a. Business b. Professional c. Employee d. Home maker e. Student f. Others7. Family income (P/m) : a. Less than Rs.5, 000/- b. Rs. 5,000/- to 10,000/- c. Rs. 10,000/- to 15,000/- d. Above Rs. 15, 000/- 98
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA8. Which cell phone (Service Provider) do you possess ? a. Aircel b. Airtel c. BSNL d. Reliance e. TATA Indicom f. Vodafone g. Others9. Who influenced you to by the particular cell phone serviceprovider ?a. Family Member b. Neighbours c. Relations d. Friends e. Advertisement f. Dealers g. Others10. Why do you buy the cell phones ? a. For business b. For personal11. Which type of scheme is most preferable by you ? a. Period b. Postpaid12. If you have postpaid / prepaid connection mention scheme Name &Monthly rental charges ? ______________________________________________________13. Are you used Cell Phone (Service Provider) mainly for a. Incoming b. Outgoing c. Both d. SMS Messaging 99
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA14. Are you aware of the following details relating in yourconnection ? (Pre / Postpaid connection) S. No Aware Neutral Unaware a. Scheme b. Balance of Talk charges c. Periodical offers d. Call waiting & Call Diverting option e. Modes of payment15. Are you influenced by the following factors relating in yourconnection ? S. No Aware Neutral Unawarea. Monthly rental charges b. Charges for cell phones to land lines c. Signal of tower Networking d. Cost of scheme e. Incoming (in days) 100
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA f. Number of outgoings calls g. Outgoings call charges16. What factor influenced you to decide your Cell Phones service ? a. Deposit amount b. Brand Image c. Availability d. Credit facility for your connection e. Customer care service f. Service charges 17. Satisfaction about the particular cell phone service provider ? Highly Non- Satisfactory Satisfacotry Satisfacotry a. Price b. Performance c. Capacity d. After sales service e. Easy Process 101
  • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA f. Schemes g. Various Facilities h. Periodical Offers i. Modes of Payment j. Out going call Charges18. Do you face any difficulty in your cell phone connection ? a. Yes b. No19. If yes, please point out the problem ? a. Coverage b. Service c. Clarity d. Network busy d. Others20. You consider mobile as a a. Necessity b. Status c. Luxury d. Compulsion21. What is your valuable suggestion / opinion about your cellphone service provider ? 102