A STUDY ON THE IMPACT OF VALUE ADDED SERVICES AND SALES PROMOTION ON THE CONSUMER BUYING BEHAVIOR OF VARIOUS MOBILE SERVICES .
Few Sales promotion tools Price deal: A temporary reduction in the price, such as happy hour. Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price. Coupons: coupons have become a standard mechanism for sales promotions. Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product
Need of the study To know about what effect is there of value added services and sales promotion on the consumers buying behavior.
Objectives of the study To study the impact of value added services and sales promotions on buying behavior of mobile services users To study about which tool has a better impact on the buying behavior of mobile services.
Research methodology. Research Design : Descriptive Research Design SAMPLE DESIGN : a. Geographical area: JALLANDHAR AND PHAGWARA b. Sample technique: As far as the sample technique is concerned we will follow convenient sampling method. c. Sample size: We will take 100 as a sample size. d. Sampling unit: Individual e. Data collection instrument: Questionnaire f. DATA SOURCE: Primary data Secondary data
Literature review Report on mobile vas in India (2010): The revenue through MVAS has been growing in the past years and by the estimates in the study, it is INR 11,680 Crores in size
Harish Gandhi (2010) VAS is a crucial differentiator for any mobile operator and also it increases revenue per user (RPU).
Mishra R (2009) that the customer is very demanding and is willing to churn easily. So to survive and prosper, telecom companies must innovate and innovate every day, every hour.
Ganguli S. (2007) In his study found that, mobile service industry is facing a high rate of churn (3.5% to 6% per month).
kakani R.K.(2007) did the research and found that mobile Value Added services (VAS) is a rising star in the fast growing wireless business
Dash M. (2006) Found that two companies, namely Airtel and Hutch, control the student segment in Karnataka and that is purely because of their promotions
Mahapatra .M(2008 In this article they talk about the opportunity mobile telecommunications in the rural area how much market potential in the market. IFFCO Kisan Sanchar Limited - a joint venture between BhartiAirtel and IFFCO to provide rural-specific telecom services to rural households; is set to expand rural coverage from 3.2 lakh to 5 lakh villages by 2010.
Discounting pricing works(4P) in this article they talk about how the pricing policy work very effectively in india they provide the price discounting with providing the mobile phone only RS 500. this scheme very helpful increating the more customer
Every day, every hour It is obvious that to attract and retain customers and meet their ever growing demands and creates profits, service providers must come up with not just with innovative services and products
MNP in this article they talk about the how the completion is increase the market by the MNP Telecom Regulatory Authority of India (TRAI) itself has estimated the porting rate to be at 10% in the first 15 months and 7%, 6% and 5% for the successive three years
(MNP in U.S) The findings imply that MNP has more directly affected the industries to a greater extent than subscribers, which suggests implications for both regulators and industries; how to effectively enforce MNP
1. Which telecom company's service you use most?
2. How long have you been using the services of this company ?
3. How much money do you spend on cellular services every month ?
4. why have you chosen this company as your service provider ?
5. Does VAS affect the choice of your service provider ?
6. which of the value added services you utilizes the most ?
7. Does value added services like SMS, GPRS etc. decide your shifting from one service provider to other ?
8. Does your usage increase during the promotional schemes offered by your mobile service provider?
9. Do you change your service provider if another company offers better promotional schemes ?
10. Would you utilize the new portability offer if you find the VASs of other service providers better ?
11. What services force you not to shift from one service provider to other ?