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    13489869 a-study-of-consumers-preference-and-satisfaction-towards-various-cell-phone-service-provides-110427230505-phpapp02 13489869 a-study-of-consumers-preference-and-satisfaction-towards-various-cell-phone-service-provides-110427230505-phpapp02 Document Transcript

    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIACHAPTER ’ IINTRODUCTIONConsumerA consumer is an individual who purchase or has the capacity to purchasegoods and services offered for sale by marketing institutions in order tosatisfypersonal 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’.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’.noSo consumer is like the blood ofbusiness and also a satisfiedcustomer is a word of mouth advertisement of a product / services.our1.1.CONSUMER SATISFACTIONEvery human being is a consumer of different produces. If there is noconsumer, there is business. Therefore, consumer satisfaction is veryimportant to every business person.Consumer attitude measurements are taken on either potential buries orexisting client’s buries in order to identify their characteristics. Why shouldthecompetent 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, INDIADetailed 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.MARKETThe term market is derived from Latin Word ’Mercatus’, which means ’totrade’ that is purchasing and selling of goods. It also means merchandisetruthicplace of business.According to Pyle, ’Market includes both place and region in whichbuyers and sellers or in free competition with one another’.MARKETINGMarketing 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 FORMULAa. 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 beidentified 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?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.’Where do they buy?’Why do they buy?’How often they buy?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
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIASo, the consumer satisfaction is get more importance in the marketingfunctions.1.2.Importance of consumer satisfactionThe 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. TheThe 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 potentialcustomeras they become aware of evaluation, purchase and consumption and tell otherabout products and services’.satisfaction 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:35
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAThe 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 aparticular cell phone services provider..To study the consumer’s satisfaction towards different cell phone serviceproviders 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 inCoimbatore 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 Coimbatorecityhas 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 providedby the cell phone service provider?3. Whether the service provided by cell phone industry is satisfying thecustomers?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, INDIACHAPTER IIREVIEW OF LITERATUREA 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 areferacneto 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.P. Adhavan (2003), in his study ’existing customer relation’ found thatthe dealer’s service regarding Aircel cellular is highly satisfactory.2. Sree nandhini, ’an investigation of user perception and altitude to cellularphone in Coimbatore’, an unpublished submitted to Bharathiar university,December, 2001.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, INDIACHAPTER IIIRESEARCH METHODOLOGYSearch 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: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.Those methods which are used by the researcher during the course ofstudying are research problem are termed on research methods.3.2. Research methodology: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 hasnocontrol 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 maynot be applicable to other areas.2. This study is based on the prevailing customer’s satisfaction. But themay customer’s satisfaction change according to time, fashion,technology, development, etc.3. As per the population of the study is huge, the researcher has taken only100 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, INDIACHAPTER IVINTRODUCTION OF INDUSTRY4.1. EVALUATION OF CELLULAR PHONESThe 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 capacityto do itradioof mobile phones substantially, however, the technology wasnonexistent.Anything to do with broadcasting anda Federalsending a or televisionmessage out over the airwaves comes under 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 areaThe FCC reconsidered its position in 1968, and stated ’if the technologyto build a better mobile phone service works, we will increase the cellularphonefrequencies allocation, freeing the airwaves for more mobile phones.’’ not a market incentive for research.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, INDIAINDIVIDUAL 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, INDIADespite 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 technologybandwidth 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 alternativeThe FCC did not want to handout more anycellular 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 IndiaInitially 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 forthecountry. 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 1992In 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.telecommunication sector in India was liberalized to bridge the gap throughresources government spending and to provide additional for the nation’stelecom target. The objective of the reform was making the telecommunicationswithin the reach of all, thereby achieving universal service, covering allvillagesand bringing the telecommunication services to the world standard, whileprotecting the defense and security needs of the country.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, INDIAUnrestricted 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 underTelephone Nigam Limited (MTNL).Major Service providers in IndiaMahanagarTwo 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 STATISTICSRecently, 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, INDIAMarket Share of both mobile and wire line Service Providers in IndiaGSM SubscribersThe 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 SubscribersThe 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 INDIAIndia 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 RATECompanyNo of Subscribers(in millions)Percentageof MarketShareService AreasMarch 2006 April 2006Bharthi 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%theyThe rural population of around 700 million is waiting for its share ofeconomic growth. Initially the big telephone companies focused only on urbancenters, which 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, INDIACDMA SUBSCRIBERS GROWTH RATECompanyNo of Subscribers(in millions)Percentage ofMarket ShareService AreasMarch 2006 April 2006Reliance 18.307 18.809 77.65% 20TATA 4.851 5.323 21.98% 20HFCl 0.062 0.062 0.26% 1Shyam 0.027 0.028 0.11% 1Total 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 INDIAAccording 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.EmploymentBecause 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 RevenuesThe Government can generate Rs.145 billion per annum throughLicense Fees, Spectrum Fees, Import Duties, Taxes, etc. from Mobile industry.GDPThe mobile services industry can generate an annual GDP contributionof Rs. 313 billion.Rural DevelopmentResearch shows that having access towouldsubstantially improve the social and economic conditions of people living intelecommunicationsofrural areas by improving access to family, education, health and financialservices and by enabling the development 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 INDIAIndia 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, INDIAWith 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 in cellular service provider 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 hasrecentlybeen 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
    • cash & carry business. It has successfully launched an international venturewithEL 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 longbrand.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 thedistance services to carriers. All these services are provided under the Airtel4.6.3. BSNLBharat 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 networkgivingservices in every nook and corner of country and operates across India exceptarea.Delhi 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 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 subscriberbaseand 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, INDIABSNL 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. RELIANCEIt was with this belief in mind that Reliance Communications (formerlyThe 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’.Reliance 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, INDIAReliance 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 way the Indiacommunicates and networks, truly bringing about a new way of life.4.6.5. TATA TELESEVICESStarting with the major acquisition of Hughes Tele.com (India) Limited[now renamed Tata Teleservices (Maharastra) Limited] in December 2002 thecompany swung into 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 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 formidableanpresence across the telecom value chain.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, INDIAToday, 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 ORGANIZATIONTata Teleservices Maharastra Limited (TTML) spearheadsthethe TataGroup’s presence in the Indian telecom sector by being 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).toTata communications Ltd. unites the industry and market expertiseVSNL, VSNL international, Teleglobe, Tata Indicom Enterprise Business Unit,VGSL and CIPRIS 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 the57
    • 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 acceleration’into 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 Vodafonenow hasessar 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 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, INDIAA STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA4.7. CONCLUSIONIndia 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 fourothercountries 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 ofthepopulation 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, INDIACHAPTER VANALYSIS AND INTERPRETATION5.1. INTRODUCTION:This chapter is allocated for analysis and interpretation of data. Theanalysis of consumer satisfaction done by percentage analysis and chi-squaretestTABLE NO.-1CONSUMER PREFERENCE TOWARDS CELL PHONESERVICE PROVIDERSS.NONAME OF THECELL PHONESERVICEPROVIDERNUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 AIRCEL 23 22.122 AIRTEL 53 50.963 BSNL 4 3.854 RELIANCE 8 7.695 TATA INDICOM 3 2.886 VODAFONE 12 11.547 OTHERS 0 0TOTAL 104 100INFERENCE:respondentsMost of the respondents are using Airtel (50.96%) and 22.12% ofare 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, INDIA61
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 2Consumer’s preference towards cell phone service providers on the basis of agegroupS.NONAME OFTHE CELLPHONESERVICEPROVIDERUPTO 20 YEARS 21 - 30 YEARS 31 - 40 YEARS 41 AMD ABOVE TOTALNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTS1AIRCEL5 20.00 12 18.75 4 80 2 20 23 22.112AIRTEL15 60.00 33 51.56 1 20 4 40 53 50.963BSNL1 4.00 2 3.13 0 0 1 10 4 3.844RELIANCE0 0.00 5 7.81 0 0 3 30 8 7.69
    • 5 TATAINDICOM0 0.00 3 4.69 0 0 0 0 3 2.886VODAFONE4 16.00 9 12.50 0 0 0 0 13 12.507OTHERS0 0 0 0 0 0 0 0 0 0TOTAL 25 100 64 100 5 100 10 100 104 100INFERENCE:’Among respondents upto 20 years of age group, majority of them (i.e. 60%) areusing airtel folllowed by aircelusers(20%).’Consumers in the age group of 21 ’ 30 years 51% of respondents are mostly preferairtel (ie 51%) and 18% ofthe 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 respondentsare using Reliance.62
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA63
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 3COMPOSITION OF RESPONDENTS ON THE BASIS OFMARITAL STATUSS.NO MARITALSTATUSNUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 MARRIED 30 28.852 UNMARRIED 74 71.15TOTAL 104 100INFERENCE: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, INDIA65
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 4COMPOSITION OF RESPONDENTS ON THE BASIS OFEDUCATION QUALIFICATIONS.NO EDUCATIONALQUALIFICATIONNUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 UP TO HSC 32 30.772 GRADUATION 65 62.503 PROFESSIONAL 7 6.734 OTHERS 0 0.00TOTAL 104 100INFERENCE: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, INDIA67
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 5COMPOSITION OF RESPONDENTS ON THE BASIS OFOCCUPATIONS.NO OCCUPATION NUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 BUSINESS 16 15.382 PROFESSIONAL 2 1.923 EMPLOYEE 33 31.734 HOME MAKER 8 7.695 STUDENT 44 42.316 OTHERS 1 0.96TOTAL 104 100INFERENCE:The studentsemployees are sing cell phones in 31.73% only.are using cell phones in 42% and the68
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA69
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 6COMPOSITION OF RESPONDENTS ON THE BASIS OFFAMILY INCOME (PER MONTH)S.NO FAMILYINCOMENUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 LESS THANRs.5,000 32 30.772 Rs.5,001 TO10,000 48 46.153 Rs.10,001 TO15,000 12 11.544 ABOVE 15,000 12 11.54TOTAL 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, INDIA71
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 7TABLE SHOWING VARIOUS FACTORS INDUCING TOPURCHASE THE CELL PHONESS.NO INFLUENCINGFACTORNUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 FAMILYMEMBER 42 40.382 NEIGHBORS 2 1.923 RELATIONS 5 4.814 FRIENDS 39 37.505 ADVERTISEMENT 4 3.856 DEALERS 6 5.777 OTHERS 6 5.77TOTAL 104 100INFERENCE: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, INDIA73
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 8COMPOSITION OF RESPONDENTS ON THE BASIS OFPURPOSE OF PURCHASE OF THE CELL PHONESS.NO PURPOSE NUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 FORBUSINESS 15 14.422 FORPERSONAL 89 85.58TOTAL 104 100INFERENCE: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, INDIA75
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO. : 9Consumer’s preference towards cell phone service provider on the basis of schemes. no ServiceprovidersPrepaid Post paid TotalNo. ofrespondentsPercentageofRespondentsNo. ofrespondentsPercentageofRespondentsNo. ofrespondentsPercentage ofRespondents1. Aircel 22 21.15 1 0.97 23 22.122. Airtel 45 43.26 8 7.70 53 50.963. BSNL 2 1.92 2 1.92 4 3.854. Reliance 7 6.73 1 0.97 8 7.695. Tata indicom 1 0.97 2 1.92 3 2.886. Vodafone 9 8.65 4 3.85 13 12.507. Others 0 0 0 0 0 0Total 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, INDIA77
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 10COMPOSITION OF RESPONDENTS ON THE BASIS OFUSEFULNESS OF CELL PHONESS.NO USAGE NUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 INCOMING 18 17.312 OUTGOING 2 1.923 BOTH 78 75.004 SMS 6 5.77TOTAL 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, INDIA79
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 11TABLE SHOWING THE NUMBER OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUSSERVICESPROVIDED BY THE SERVICE PROVIDERSS.NO VARIOUSSERVICESAWARE NEUTRAL UNAWARE TOTALNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTS1SCHEME OFINITIALPURCHASE63 60.58 35 33.65 6 5.77 104 1002BALANCEOF TALKCHARGES67 64.42 26 25.00 11 10.58 104 1003 PERIODICALOFFERS 60 57.69 28 26.92 16 15.38 104 1004CALLWAITINGAND CALLDIVERTINGOPTION61 58.65 25 24.04 18 17.31 104 1005 MODES OFPAYMENT 64 61.54 19 18.27 21 20.19 104 100INFERENCE:64% of respondents are awared about their talk charges, 57% of respondents areonly awared about various period offers.33% of respondents are less aware about their schemes and 18% of respondents arealso 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, INDIA81
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 12INFLUENCING FACTORS TO PURCHASE THE CELL PHONE(ANOTHER VIEW)S.NO FACTORSNUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 DEPOSIT AMOUNT 13 12.502 BRAND IMAGE 48 46.153 AVAILABILITY 11 10.584 CREDIT FACILITY FORCONNECTION 8 7.695 CUSTOMER CARESERVICE 17 16.356 SERVICE CHARGES 7 6.73TOTAL 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, INDIA83
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 13S.NONAME OFTHE CELLPHONESERVICEPROVIDERHIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTALNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 AIRCEL 4 15.38 15 21.42 4 50.0023 22.122 AIRTEL 18 69.23 35 50.00 0 0.0053 50.963 BSNL 0 0.00 3 4.29 1 12.504 3.854 RELIANCE 0 0.00 7 10.00 1 12.508 7.695TATAINDICOM 0 0.00 3 4.29 0 0.003 2.886 VODAFONE 4 15.38 7 10.00 2 25.0013 12.507 OTHERS 0 0.00 0 0.00 0 0.000 0TOTAL 26 100 70 100 8 100 104 100CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PRICE OF THE CELL PHONE PROVIDERSINFERENCE:69% of the resondnets are highly satisfied for the price of Airtel serviceprovider and 15 % of respondents are only highlysatisfied for the price of Aircel and Vodafone. 50% of the respondents aresatisfied (average) for the price of the Airtel, and 4%of the respondents are satisfied (average) for the price of BSNL and Tataindicom. 50% of respondents are dissatisfied for theprice of the Aircel, and no percentage of respondents for the price of Airteland Tata indicom.
    • 84
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA85
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 14CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PERFORMANCE OF SERVICE PROVIDERS.NONAMEOF THECELLPHONESERVICEPROVIDERHIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTALNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTS1 AIRCEL 5 16.67 16 26.67 2 20.0023 22.122 AIRTEL 19 63.33 31 51.66 3 30.0053 50.963 BSNL 0 0.00 4 0.00 0 0.004 3.854RELIANCE 0 0.00 5 8.33 3 30.008 7.695TATAINDICOM 1 3.33 1 1.67 1 10.003 2.886VODAFO
    • NE 5 16.67 7 11.67 1 10.0013 12.507 OTHERS 0 0.00 0 0 0 0.000 0TOTAL 30 100 64 100 10 100 104 100INFERENCE:63% of respondents are highly satisfied for the performance of Airtel serviceProvider, and 3.33% of respondents are onlyhighly satisfied for the performance of Tata indicom. 51.66% of respondents aresatisfied (average) for the performance ofAirtel service provider and 1.67 % of respondents only satisfied (average) forthe 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, INDIA87
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 15CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF AFTER SALES SERVICE OF THE SERVICEPROVIDERNAME OF THECELL PHONESERVICEPROVIDERHIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTALNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSAIRCEL 6 14.28 14 31.11 3 17.6523 22.12AIRTEL 26 61.90 20 44.44 7 41.1853 50.96BSNL 1 2.38 2 4.44 1 5.884 3.85RELIANCE 0 0.00 7 15.55 1 5.888 7.69TATA INDICOM 1 2.38 0 0.00 2 11.763 2.88VODAFONE 8 19.04 2 4.44 3 17.6513 12.50OTHERS 0 0 0 0.00 0 0.000 0TOTAL 42 100 45 100 17 100 104 100INFERENCE:Majority of the respondents (61.90%) are highly satisfied about after salesservice and Airtel and no% of respondentsare highly satisfied about the after sales service of Reliance. 44.44% and31.11% of respondents are satisfied (average)about after sales service of Airtel and Aircel. 41% of respondents aredissatisfied about after sales service of Airteland 5.8% of respondents are only dissatisfied about the after sales service ofBSNL and Reliance.88
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA89
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 16CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF SCHEMES AT THE TIME OF PURCHASINGTHE PARTICULAR CELL PHONE SERVICEPROVIDERS.NONAME OFTHE CELLPHONESERVICEPROVIDERHIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTALNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 AIRCEL 826.64 13 20.63 2 18.18 23 22.122 AIRTEL 1653.33 33 52.38 4 36.36 53 50.963 BSNL 00.00 4 6.35 0 0.00 4 3.854 RELIANCE 13.33 3 4.76 4 36.36 8 7.695TATAINDICOM 00.00 2 3.17 1 9.09 3 2.886 VODAFONE 416.67 8 12.70 0 0.00 13 12.507 OTHERS 00.00 0 0.00 0 0.00 0 0TOTAL 30 100 63 100 11 100 104 100INFERENCE:53.33% of respondents are highly satisfied about the schemes at the time ofpurchasing the Airtel and no% of respondents arehighly satisfied about the schemes at the time of purchasing the BSNL and Tataindicom. 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 theschemes at the time of purchasing Tata indicom. No% of respondents aredissatisfied about the schemes at the time of purchasingof BSNL and Vodafone and 36% of respondents are dissatisfied at the time ofpurchasing the Airtel.90
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA91
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 17CONSUMER’S SATISFACTION LEVEL THE BASIS OF PERIODICAL OFFERS PROVIDED BY THESERVICE PROVIDERSS.NONAME OFTHE CELLPHONESERVICEPROVIDERHIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTALNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 AIRCEL7 25.00 12 26.67 4 12.90 23 22.122 AIRTEL14 50.00 25 55.56 14 45.16 53 50.963 BSNL3 10.71 0 0.00 1 3.23 4 3.854 RELIANCE2 7.14 3 6.67 3 9.68 8 7.695TATAINDICOM0 0.00 1 2.22 2 6.45 3 2.886VODAFONE3 10.34 3 6.67 7 22.58 13 12.507 OTHERS0 0.00 0 0.00 0 0.00 0 0TOTAL 29 100 44 100 31 100 104 100
    • INFERENCE:On the basis of periodical offers 50% of Airtel respondents are highlysatisfied, and no percentage of respondents arehighly satisfied in Tata indicom. 55% of the respondents are satisfied (average)of the Airtel’s periodical offers. 45% of therespondents are dissatisfied of the Airtel’s periodical offers and 3% ofrespondents are only dissatisfied about the BSNL’speriodical offers.92
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA93
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 18CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF OUTGOING CALL CHARGES OF SERVICEPROVIDERSS.NONAME OFTHE CELLPHONESERVICEPROVIDERHIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORYTOTALNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGE OFRESPONDENTSNO. OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 AIRCEL 825.81 9 20.00 6 21.43 23 22.122 AIRTEL 1548.39 27 60.00 11 39.29 53 50.963 BSNL 13.23 1 2.22 2 7.14 4 3.854 RELIANCE 26.45 2 4.44 4 14.29 8 7.695TATAINDICOM 00.00 1 2.22 2 7.14 3 2.886VODAFONE 516.12 5 11.11 3 10.71 13 12.50
    • 7 OTHERS 00.00 0 0.00 0 0.00 0 0TOTAL 31 100 45 100 28 100 104 100INFERENCE:On the basis of outging call charges, 48% of Airtel respondents are highlysatisfied and no% of respondents aresatisfied for the outgoing call charges and Tata indicom. 60% of respondents aresatisfied (average) about theoutgoing call charges of airtel and 2% of respondents only satisfied (average)in BSNL and Tata indicom’s outgoingcall charges. 39.2% of respondents are dissatisfied about the outgoing callcharges of Airtel, 7% of therespondents are only dissatisfied about the outgoing call charges of BSNL andTata indicom.94
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA68
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO: 18CONSUMER’S ATTITUDE TOWARDS THEIMPORTANCE OF CELL PHONESS.NO NATURE NUMBER OFRESPONDENTSPERCENTAGEOFRESPONDENTS1 NECESSITY 67 64.422 STATUS 16 15.383 LUXURY 9 8.654 COMPULSION 12 11.54TOTAL 104 100INFERENCE: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, INDIA70
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIACALCULATION OF SATISFACTORY SCORESThe 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 twobyrespondentsand for notsatisfied one point was given. The total scores secured eachrespondent was thus arrived at. All the hundred wereclassified based on their level of satisfaction. Those who have obtainedup to 20 points were classified underclassifiedlow satisfaction category,Respondents with 21 ’ 30 points were under mediumsatisfaction category and those with more than 30 points were classifiedunder high satisfaction category.NUMBER OF RESPONDENTS AND LEVEL OFSATISFACTIONLEVEL OFSATISFACTIONNO. OFRESPONDENTSHIGH SATISFACTION 33MEDIUM SATISFACTION 50LOW SATISFACTION 17TOTAL 10071
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIACHI-SQUARE TESTChi-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 the betweentheoretical (hypothesis) & the observed value.Chi ’ square test (X2) = S (O ’ E)2/ EDegrees Of Freedom = V = (R ’ 1) (C -1)Were,’O’ = Observed Frequency’E’ = Expected Frequency’R’ = Number of Rows’C’ = Number of ColumnsFor 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, INDIATABLE NO. 5.1CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENAGE AND SATISFACTION WITH REGARDING THE CELLPHONE SERVICE PROVIDERAGELEVEL OF SATISFACTIONTOTALHIGH 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 104HO: There is no significant relationship between age and level ofsatisfaction.H1:There is significant relationship between age and level ofsatisfactionO E O-E (O-E)2 (O-E)2/E2 4.50 -2.50 6.25 1.3915 11.52 3.48 12.11 1.050 0.90 -0.90 0.81 0.901 1.80 -0.80 0.64 0.3622 17.25 4.75 22.56 1.3136 44.16 -8.16 66.59 1.515 3.45 1.55 2.40 0.706 6.90 -0.90 0.81 0.121 4.25 -3.25 10.56 2.4913 10.88 2.12 4.49 0.410 0.85 -0.85 0.72 0.853 1.70 1.30 1.69 0.99TOTAL 11.0773
    • is accepted since the calculated value of x2 (11.07) less(12.59) hence there is no significantA STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAX2 = S (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:HOthan the table value of x2relationship between level of satisfaction and age.74
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO. 5.2CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENGENDER AND SATISFACTION WITH REGARDING THE CELLPHONE SERVICE PROVIDERGENDERLEVEL OF SATISFACTIONTOTALHIGH MODERATE LOWMALE 11 42 13 66FEMALE 7 27 4 38TOTAL 18 69 17 104HO: There is no significant relationship between gender and levelofsatisfaction.H1: There is significant relationship between gender and level ofsatisfactionO E O-E (O-E)2 (O-E)2/E11 11.88 -0.88 0.77 0.077 6.84 0.16 0.03 0.0042 45.54 -3.54 12.53 0.2827 26.22 0.78 0.61 0.0213 11.22 1.78 3.17 0.284 6.46 -2.46 6.05 0.94TOTAL 1.5975
    • HO is accepted since the calculated value of x2 (1.59) less thanthe table value of x2 (5.99) hence there is no significant relationshipA STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAX2 = S (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:between 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, INDIATABLE NO. 5.3CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENMARITAL STATUS AND SATISFACTION WITH REGARDINGTHE CELL PHONE SERVICE PROVIDERMARITALSTATUSLEVEL OF SATISFACTIONTOTALHIGH MODERATE LOWMARRIED 7 17 6 30UNMARRIED 11 52 11 74TOTAL 18 69 17 104HO: There is no significant relationship between marital status andlevel of satisfaction.H1: There is significant relationship between marital status andlevelof satisfactionO E O-E (O-E)2 (O-E)2/E7 5.40 1.60 2.56 0.4711 13.32 -2.32 5.38 0.4017 20.70 -3.70 13.69 0.6652 51.06 0.94 0.88 0.026 5.10 0.90 0.81 0.1611 12.58 -1.58 2.50 0.20TOTAL 1.9177
    • is accepted since the calculated value of x2 (1.91) less thanthe table value of x2 (5.99) hence there is no significant relationshipA STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAX2 = S (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:HObetween 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, INDIATABLE NO. 5.4CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENEDUCATIONAL QUALIFICATION AND SATISFACTION WITHREGARDING THE CELL PHONE SERVICE PROVIDEREDUCATIONAL LEVEL OF SATISFACTIONTOTAL 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.O E O-E (O-E)2 (O-E)2/E6 5.04 0.96 0.92 0.189 9.18 -0.18 0.03 0.002 1.98 0.02 0.00 0.001 2.52 -1.52 2.31 0.924 4.76 -0.76 0.58 0.126 8.67 -2.67 7.13 0.821 1.87 -0.87 0.76 0.406 2.38 3.62 13.10 5.5118 19.32 -1.32 1.74 0.0936 35.19 0.81 0.66 0.028 7.59 0.41 0.17 0.027 9.66 -2.66 7.08 0.73TOTAL 8.09H1: There is significant relationship between educationalqualification and level of satisfaction79
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAX2 = S (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:HOis 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., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO. 5.5CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENOCCUPATION AND SATISFACTION WITH REGARDING THECELL PHONE SERVICE PROVIDEROCCUPATION LEVEL OF SATISFACTION 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 104HO: There is no significant relationship between occupationand level of satisfaction.H1: There is significant relationship between occupationand level of satisfactionO E O-E (O-E)2 (O-E)2/E3 2.88 0.12 0.01 0.010 0.36 -0.36 0.13 0.365 5.94 -0.94 0.88 0.152 1.44 0.56 0.31 0.228 7.92 0.08 0.01 0.009 11.04 -2.04 4.16 0.382 1.38 0.62 0.38 0.2820 22.77 -2.77 7.67 0.345 5.52 -0.52 0.27 0.0532 30.36 1.64 2.69 0.094 2.72 1.28 1.64 0.600 0.34 -0.34 0.12 0.348 5.61 2.39 5.71 1.021 1.36 -0.36 0.13 0.104 7.48 -3.48 12.11 1.62TOTAL 3.82X2 = S (O-E)2 / E = 3.8281
    • 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., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIATABLE NO. 5.6CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENMONTHLY INCOME AND SATISFACTION WITH REGARDINGTHE CELL PHONE SERVICE PROVIDERMONTHLY INCOME LEVEL OF SATISFACTION 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 104HO:and level of satisfaction.H1:and level of satisfactionThere is no significant relationship between monthly incomeThere is significant relationship between monthly incomeO E O-E (O-E)2 (O-E)2/E4 5.76 -1.76 3.10 0.5412 8.64 3.36 11.29 1.311 2.16 -1.16 1.35 0.621 2.16 -1.16 1.35 0.6227 22.08 4.92 24.21 1.1027 33.12 -6.12 37.45 1.1310 8.28 1.72 2.96 0.365 8.28 -3.28 10.76 1.301 5.44 -4.44 19.71 3.629 8.16 0.84 0.71 0.091 2.04 -1.04 1.08 0.536 2.04 3.96 15.68 7.69TOTAL 11.21X2 = S (O-E)2 / E = 11.2183
    • 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 ofnox2 (11.21) lessthan the table value of x2 (12.59) hence there is 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, INDIATABLE NO. 5.7CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE PROVIDERS ANDSATISFACTIONSERVICE 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:and level of satisfactionThere is significant relationship between service providersO E O-E (O-E)2 (O-E)2/E3 4.14 -1.14 1.30 0.3112 9.54 2.46 6.05 0.630 0.72 -0.72 0.52 0.720 1.44 -1.44 2.07 1.440 0.54 -0.54 0.29 0.543 2.16 0.84 0.71 0.330 0.18 -0.18 0.03 0.0018 15.87 2.13 4.54 0.2936 36.57 -0.57 0.32 0.013 2.76 0.24 0.06 0.024 5.52 -1.52 2.31 0.421 2.07 -1.07 1.14 0.556 8.28 -2.28 5.20 0.631 0.69 0.31 0.10 0.002 3.91 -1.91 3.65 0.935 9.01 -4.01 16.08 1.781 0.68 0.32 0.10 0.154 1.36 2.64 6.97 5.122 0.51 1.49 2.22 4.353 2.04 0.96 0.92 0.450 0.17 -0.17 0.03 0.00TOTAL 8.76X2 = S (O-E)2 / E = 8.7685
    • 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, INDIATABLE NO. 5.8CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENUSE OF CELL PHONE AND SATISFACTIONPURPOSELEVEL OF SATISFACTIONTOTALHIGH MODERATE LOWBUSINESS 3 7 5 15PERSONAL 15 62 12 89TOTAL 18 69 17 104HO:and level of satisfaction.H1:and level of satisfactionThere is no significant relationship between use of cell phoneThere is significant relationship between use of cell phoneO E O-E (O-E)2 (O-E)2/E3 2.70 0.30 0.09 0.0315 16.02 -1.02 1.04 0.067 10.35 -3.35 11.22 1.0862 61.41 0.59 0.35 0.015 2.55 2.45 6.00 2.3512 15.13 -3.13 9.80 0.65TOTAL 4.1987
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAX2 = S (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, INDIATABLE NO. 5.9CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENUSE OF CELL PHONE AND SATISFACTIONHO: There is no significant relationship between type of connectionTYPE OFCONNECTIONLEVEL OF SATISFACTIONTOTALHIGH MODERATE LOWPOST PAID 4 14 8 26PREPAID 14 55 9 78TOTAL 18 69 17 104and level of satisfaction.H1: There is significant relationship between type of connectionand level of satisfactionO E O-E (O-E)2 (O-E)2/E4 4.68 -0.68 0.46 0.1014 14.04 -0.04 0.00 0.0014 17.94 -3.94 15.52 0.8755 53.82 1.18 1.39 0.038 4.42 3.58 12.82 2.909 13.26 -4.26 18.15 1.37TOTAL 5.2689
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAX2 = S (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, INDIACHAPTER VIFINDINGS, 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 peoplesare preferred Airtel.® On the basis of age group, most of the respondents (60%), areusing Airtel, who are in the category of upto 20 years.® On the basis of marital status mostly unmarried respondentsare using cell phones than married respondents.® On the basis of educational qualification, most of the graduatesare using cell phones.® On the basis of occupation, the students are only used cellphones in more level.® On the basis of family income, 30% of the respondents areusing cell phones, who are all get family income of less thanRs.5,000.® Majority of the peoples are buy the cell phones by influencingtheir 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 personalusage.® Majority of the peoples are using prepaid scheme.® Majority of the peoples are using cell phones both forincoming and outgoing.® Less than 20% of the peoples are only less awarred aboutservices provided by the services provider.® Majority of the peoples are seeking brand image, for theirservice provider.® Majority of the respondents are highly satisfied about the priceof 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 inBSNL, Reliance.® No peoples are dissatisfied about the performance of BSNLservice provider.® On the basis of after sales service, the majority of therespondents 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 ofBSNL.® Minority (5%) people are only dissatisfied about the after salesservices of BSNL and Reliance.® On the basis of schemes at the time of the service, 55% ofpeoples are highly satisfied.® On the basis of periodical offers, majority of the peopleshighly satisfied in Airtel.® On the basis of outgoing call charges, majority of people arehighly satisfied in Airtel.® No people are highly satisfied about the outgoing call chargesof Tata indicome.luxury.® On the basis of consumer’s attitude, majority of the people arestates that cell phones are necessity to all.® 8% of the respondents are only states that cell phones areFINDING FROM CHI-SQUARE TEST:’Chi-square test reveals that there is no significant relationshipbetween satisfaction level and age.’Chi-square test shows that there is no significant relationshipbetween 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 significantrelationship between the marital status and level ofsatisfaction.’Chi-square test showing that there is no significant relationshipbetween education and level of satisfaction.’Chi-square test reveals that there is no significant relationshipbetween occupation and level of satisfaction.’Chi-square test shows that there is no significant relationshipbetween monthly income and level of satisfaction.there’Chi-square test indicate that is no significantrelationship between service provider and satisfaction level.network.’Chi-square test shows that there is no significant relationshipbetween the type of connection and level of satisfaction.SUGGESTIONS:æBSNL, Tata indicom should try to expand their customer’sæReliance, and Tata indicom should try to attract the youngpeoples. (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, INDIAæAll the service providers are made good advertisements fortheir service. Because, advertisements are take little part forinfluencing the consumers.æAll the service providers are try to increase post paid users.æ75% of the peoples are unaware about the various servicestorendered by their service provider. So the service providers tryto make awareness of their customers services theircustomers.æBSNL, Reliance, Tata indicom should attract the customers byreducing their price.æBSNL, Reliance customers are highly dissatisfied about theshouldperformance of the service provider. So they should try to addsome advanced features towards their services.æAircel should try to increase their after sales services.æAirtel decreased their dissatisfied customers byproviding 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 are providershould 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, INDIABIBLIOGRAPHYBOOKS:MARKETING MANAGEMENT -V.S. Ramaswamy,S.NamakumariVittalRESEARCH METHODOLOGY -C.R.KothariOPERATION RESEARCHINTERNET SOURCE:www.mrvfonv.com97
    • 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 SATISFACTIONTOWARDS VARIOUS CELL PHONE SERVICE PROVIDES’QUESTIONNAIRE1.Name :2.Sex : a. Maleb. Female3. Age: a. Up to 20 yrs b.21-30 yrs4. Marital Status : a. Married b. Unmarried5.Educational Qualificationa. Businessa.Up to Hs b. Graduation c. Professionald. Others _____________________________________(Pls Specify)6.Occupation :b. Professional c. Employeed. Home maker e. Studentf. 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. Reliancee. TATA Indicom f. Vodafone g. Others9. Who influenced youto by the particular cell phone serviceprovider ?a. Family Member b. Neighboursc. Relations d. Friends e. Advertisementf. 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 fora. Incoming b. Outgoingc. Both d. SMS Messaging99
    • 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 Unawarea. Schemeb. Balance of Talk chargesc. Periodical offersd. Call waiting & CallDiverting optione. Modes of payment15. Are you influenced by the following factors relating in yourconnection ?S. No Aware Neutral Unawarea. Monthly rental chargesb. Charges for cell phonesto land linesc. Signal of tower Networkid. Cost of schemee. 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, INDIAf. Number of outgoings callsg. Outgoings call charges16. What factor influenced you to decide your Cell Phones service ?a. Deposit amountb. Brand Imagec. Availabilityd. Credit facility for your connectione.f.Customer care serviceService charges17. Satisfaction about the particular cell phone service provider ?HighlySatisfacotrySatisfactoryNon-Satisfacotrya. Priceb. Performancec. Capacityd. After sales servicee. Easy Process101
    • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIAf. Schemesg. Various Facilitiesh. Periodical Offersi. Modes of Paymentj. Out going callCharges18. 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. Clarityd. Compulsiond. Network busy d. Others20. You consider mobile as aa. Necessity b. Status c. Luxury21. What is your valuable suggestion / opinion about your cellphone service provider ?102