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  • 1. A STUDY ON MOBILE PHONE SERVICES USAGE IN SRIVILLIPUTTUR TOWNINTRODUCTION Japan was the first country to introduce the cellular phones in Asia. In today‟sfast moving generation Cellular phones have become one of the most importantsystems for communication. Unlike landline telephones it uses radio frequencyinstead of fixed cable for communication hence making it convenient to carry withgrowing demand for cellular phones and with many new cellular service providerstrying to enter the market. There is growing competition all service providers aretrying to innovate new ways and means to satisfy its customers by introducing extrafeatures and additional facilities. If one service provides offers a new facility immediately its competitor alsooffers the same facility or introduces another one to retain its customers. Thus for anybusiness in the cellular world retaining its customers is more difficult and costlier thangaining new customers. It is estimated that the cost of retaining a customers is 5times more than the cost of attracting a new customer it requires a great deal of effortto induce and convince customers not to switch away from their current service. Thuscustomers are given to priority in today‟s competitive world. Customers using variousservice providers also must be totally aware of its features and advantages they mustchoose the service considering its image and services offered by it. So every companymust try and create a positive brand image in the market as well as in the minds of thecustomers to be able to face the tough competition. The service sector is a challengingand growing sector. It plays a vital role in the economy of a nation because it shapesits future. In modern days, service sector is becoming the primary source of wealth, tradeand growth throughout the developed world. In olden days, the perception of servicewas confined to work and advice only with service motto. Today the service havebeen commercialized which is due to the emergence of a materialistic age in whichfinancial health of organization and economic status of an individual proved to be animportant base for evaluating sound ness, perfection an excellence.
  • 2. Services have become a necessity for business houses. Even in developingcountries like India, a service sector is gaining momentum. Now-a-days, qualify isquestioned in the competitive market. In the service marketing, sky is the limit forquality. “In India, the contribution of service sector has touched only 45% of GDP(Gross Domestic Product) whereas it is 87% in U.S.A; 79% in Canada, and 75% inU.K”. Deregulation of services and application of new technologies are presentingconsiderable challenges to service sector companies such Bank, InsuranceCompanies, Airlines, Tourism, Education, Health Care, Telecommunication and soon. The present study is related to mobile phone services and the mobile phoneservice providers are in the prompt line. This service sector is creating moreemployment opportunities. The service expectations of the users of the mobile phoneservices are very high and are relative in character. Still the sector has potentiality andshould lay up to the raising expectation of the users. Now, the present year, themobile phone service provider has paid attention to the issue of user‟s satisfaction andquality of service. This study on mobile phone service has tried to analyze the servicecharacters, and the brand preference of mobile phone users.1STATEMENT OF THE PROBLEM Mobile phone occupies a predominant position in the modern life becausemobile phones are used by all levels of people. A day may come, when the number ofMobile phone users may be greater than the number of telephone users. It helps one tosend and receive information anytime and anywhere. The effective and efficient usageof Mobile phones and growth of mobile phone sector depends on the Mobile phoneservice providers. Mobile phone users meet many problems. Problems arising fromthe buying a mobile phone, choosing the mobile phone service provider. Towerproblem, variety of terms and conditions, recharge coupons and roaming charges theoptimum use of Mobile phone facilities is an the vital issue of the mobile phone users. Growth of the mobile phone sector very much depends on the mobile phoneservice providers. They also meet many problems in their day to day activities.Choices of technology providing better service to the user, competing with other1 www.buzzle.com/ Information -the-mobile-phones-in-the-indian-society.html
  • 3. service providers are the, major problems for the mobile phone operators. In Order toascertain the problems and prospectus of the mobile phone companies and the serviceproviders in the study are, this research was undertaken.REVIEW OF LITERATURE Review of literature is essential for every research to carry on investigationsuccessfully. Hence, the study is based on the following review. Mayank Vinodbhai Bhatt, in his article titled “A Study of Mobile PhoneUsage among the Post Graduate Students” says that the usage of mobile phone hasincreased among the students in the recent time. Rapid growth and competitionamong the mobile handset companies and mobile service provider companies havedecreased the rates for mobile handsets as well as mobile services. This has resultedin the increase of customer base. Now a day we can find a mobile phone with everystudent. Thus it is of significant interest to assess the student‟s view on usage,necessity and spending on mobile phones. However, to the best of our knowledge,there has not been any survey that exclusively compares the student‟s perspective onthe different mobile handset companies and mobile service providers.2SCOPE OF THE STUDY This study has been comprehensive and analytical. The main focus of thisstudy is to understand the opinion of the mobile phone users with regard to the serviceextended by the mobile phone service providers. This study gives a detailed analysison the origin and growth of mobile phone, various mobile phone service providers insrivilliputtur and preference of mobile phone user for using the mobile phone service.The present study is undertaken to understand the problems faced by the mobilephone users. Further the study will cover the preference of mobile phone subscribersin Srivilliputtur.2 Mayank Vinodbhai, A Study of Mobile Phone Usage among the Post Graduate Students, IndianJournal of Marketing, Vol. XXXVIII, No. 4, April 2008, pp.13-21.
  • 4. OBJECTIVES OF THE STUDY The study has the following objectives, 1. To analyze the nature of mobile phone service providers to their subscribers. 2. To find out the attitude towards the selection of mobile phones and service providers by the subscribers. 3. To identify the problems faced by the mobile phone users regarding to service providers and mobile phones. 4. To give the proper suggestions to the mobile phone service providers and mobile phone companies.HYPOTHESES Hypothesis is a tentative proportion formulated for empirical testing. It is adeclarative statement combining concepts. In order to achieve the objective of thepresent study the researcher has formulated the following hypotheses.  There is no relationship between the educational qualification of the respondents and the mode of purchasing of mobile phone.  There is no relationship between the occupation of the respondents and the number of years of using mobile phones.  There is no relationship between the usage of GSM mobile phone and the GSM service providers.PROFILE OF THE STUDY AREA Srivilliputhur (srivilliputtur or thiruvilliputtur) is one of the temple towns inTamilnadu. It is located in Viruthunagar district, Tamilnadu. This town is wellconnected by road and rail with all major towns in the state. The nearest airport is inMadurai, 75km away from the town.
  • 5. Major Industries Weaving & farming are the primary occupation for most of the people in thistown. Srivilliputtur Palkova, a sweet made up of milk and sugar, is prepared anddistributed by area businesses and it‟s popular all over the Tamil Nadu. Theuniqueness of this sweet is the taste and quality. This town also encompassesjewellery makers and lawyers in particular. It has 10 courts including a district courteven though it is not the district headquarters. One cannot ignore agriculture, there arelots of small villages within 3 km Radius, and agriculture is the main occupation,during draught people take up part time work in Match Box (or) in the TextileIndustry.Population According to the 2010 census, the taluk of Srivilliputhur had a population of269,317 with 134,051 males and 135,266 females. There were thousand nine womenfor every thousand men. The taluk had a literacy rate of 71.15. The total number ofhouseholds was 70,369.3RESEARCH METHODOLOGY Research Methodology is an essential aspect of any research or investigation.It enables the investigator to look at the problem in a systematic, meaningful andorderly way. This study is based on descriptive research. It explores the existingphenomena of responses given by the customers towards the brand preference ofmobile phone.Primary Data Primary data is the first hand information, which has been collected throughdirect personal interview with the help of a structured interview schedule from themobile phone users in Srivilliputtur.3 http://en.wikipedia.org/virudhunagar district/srivilliputtur
  • 6. Secondary Data The secondary data is an integral part of any research study or a dissertationreport as it provides information on key variables, which play a major part in theactual research. The sources of secondary collected include: Standard text books,Journals, Magazines, News papers and the Websites.Sampling Design Having considered the indefinite universe and the time at the disposal of theresearcher, it is decided to adopt a convenient sampling technique. The researcherselected a sample of only 150 mobile phone users for this study.Tools of Analysis In order to analyse the objectives of this study, the tools used were Graphs,Diagrams and charts are used to analyse the opinion of the respondents, weightedmean score, weighted arithmetic mean is used and, Chi- square test was used to judgethe significance.LIMITATIONS OF THE STUDY This study has the following limitations  Mobile phone is a global concept, but the present study covers only srivilliputtur.  The study was depending on the sampling and due to the limited period, the entire population is not taken into account.  The Research study was fully focused preference of mobile phone and service providers only. It does not with mobile number portability, because MNP scheme was start after Jan 20th.
  • 7. ANALYSIS AND INTERPRETATIONS OF MOBILE PHONE ANDSERVICE PROVIDERS Table No.1: The Details Regarding General Profile of the Mobile Phone Users Factors Classification No. of Respondents Percentage Male 84 56.00Gender Female 66 44.00 15-25 Years 18 12.00 25-35 Years 38 25.34Age base Usage 35-45 Years 57 38.00 45-55 Years 20 13.33 Above 55 17 11.33 Up to Higher Secondary 18 12.00 Under Graduate 38 25.34Education Post Graduate 77 51.33 Professional 17 11.33 Business 30 20.00 Professional 12 8.00 Employee 50 33.33Occupation Home maker 15 10.00 Student 43 26.67 Less than `5000 35 23.33 ` 5000 to ` 10,000 45 30.00Monthly Income 33 22.00 `10,000to ` 15,000 37 24.67 Above ` 15,000Source: Primary DataInference: Regarding personal profile of the mobile phone users, the table no.1 showsthat 56 per cent respondents are male, 38 per cent respondents are starting the agegroup of 35-45 years, and the maximum respondents are Post Graduates (51.33 percent), the majority of the respondents is employee (33.33 per cent) and in case ofmonthly income the earnings (30 per cent) under the income group of ` 5000 to`10,000.
  • 8. Table No.2: Usage of the Mobile Phones by the respondents Mobile Phones Number of Respondents Percentage Brand Mobiles 79 52.67 China Mobile 43 28.67 CDMA Mobiles 28 18.66 Total 150 100.00 Source: Primary DataInference: The above table reveals that out of 150 respondents, 79 respondents areusing Brand Mobiles (52.67 per cent), 43 respondents are using China Mobiles (28.67per cent), and the remaining 28 respondents are using CDMA Mobiles (18.66 percent). It is inferred that among 150 respondents majority of the respondents are usingBrand Mobiles (52.67 per cent). Table No.3: Using Brand Mobile Phone by the respondents Mobile Phones Number of Respondents Percentage Nokia 30 37.97 Samsung 18 22.78 Motorola 12 15.19 Videocon 4 5.06 Sony Ericsson 15 19.00 Total 79 100.00 Source: Primary Data Inference: It is Obvious to state that 30 respondents prefer Nokia Mobile(37.97 per cent), 18 respondents prefer Samsung Mobile (22.78 per cent), 12respondents prefer Motorola Mobile (15.19 per cent), 4 respondents prefer VideoconMobiles (5.06 per cent), and the remaining 15 respondents prefer Sony EricssonMobile (19.00 per cent). It is clear that among 79 respondents majority of them are prefer the NokiaMobile phone (37.97 per cent), in the study area.
  • 9. Table No.4: Using China Mobiles by the respondents China Mobiles Number of Respondents Percentage G‟Five 28 65.12 Fly 6 13.95 Orion 5 11.63 Karbonn 4 9.30 Total 43 100.00 Source: Primary DataInference: It is oblivious from the above table that 28 respondents prefer G‟FiveMobile (65.12 per cent), 6 respondents prefer Fly Mobile (13.95 per cent), 5respondents prefer Orion Mobile (11.63 per cent), and the remaining 4 respondentsprefer Karbonn Mobile (9.30 per cent). From the above table it is clear that among the china mobiles users themajority of them are prefer the G‟Five Mobiles (65.12 per cent). Table No.5: Mode of Mobile Phone Purchased by the respondents Mode of Purchase Number of Respondents Percentage Installment System 30 20.00 Ready Cash 120 80.00 Total 150 100.00 Source: Primary dataInference: Out of 150 respondents, 120 (80 per cent) of the respondents purchasemobile phone by ready cash; and the remaining 30 (20.00 per cent) respondentspurchase their mobile phone by installment system. It is understood that most of therespondents purchase their mobile phone only for cash.For finding out the relationship between educational qualification of the respondentsand mode of purchasing mobile phone the researcher used chi-square test.Ho: There is no significant relationship between educational qualification of therespondents and mode of purchasing mobile phone.H1: There is significant relationship between educational qualification of therespondents and mode of purchasing mobile phone. The x2 for table value 3 degrees of freedom at 5 per cent level of significance7.815. The calculated x2 value is (30.85) higher than the table value (7.815) at 5per cent level of significance level. The null hypothesis is rejected. Hence, there is anassociation between educational qualification of the respondents and mode ofpurchasing mobile phone.
  • 10. Table No.6: Reasons for having Mobile Phone by the respondents Reasons Number of Respondents Percentage Convenience 72 48.00 Easily accessible 37 24.67 Easy to Communicate 28 18.67 Economy 13 8.66 Total 150 100.00 Source: Primary DataInference: The above table shows that out of 150 respondents, 72 (48 per cent)respondents are purchasing the mobile phone for their convenience, 37 respondentsare purchasing the mobile phone for the easy accessible (24.67 per cent), 28respondents are purchasing the mobile phone for the easy to communicate (18.67 percent) and the remaining 13 respondents are purchasing the mobile for Economy (8.66per cent). It reveals that the majority of the respondents are purchasing the mobilephone for their convenience (48 per cent). Table No.7: Mobile Phone Usage Period of the respondents Years of Using cell phone Number of Respondents Percentage Less than 2 years 43 28.67 3 – 5 Years 75 50.00 6 – 8 Years 26 17.33 Above 8 Years 6 4.00 Total 150 100.00 Source: Primary DataInference: It is apparent from the above table that 75 respondents are using mobilephone 3-5 years (50 per cent); 43 respondents are using mobile phone less than 2years (28.67 per cent); 26 respondents are using mobile phone 6-8 years(17.33 percent) and the remaining 6 respondents are using mobile phone above 8 years. It isinferred that a majority of the respondents 3 to 5 years use mobile phone. For the finding out the relationship between Occupation of the respondentsand number of years of using mobile phone the researcher used chi-square test.Ho: There is no significant relationship between Occupation of the respondents andnumber of years of using mobile phone.H1: There is significant relationship between Occupation of the respondents andnumber of years of using mobile phone.
  • 11. The x2 for table value12 degrees of freedom at 5 per cent level of significance21.026. The calculated x2 value is (22.91159) higher than the table value (21.026) at5 per cent level of significance level. The null hypothesis is rejected. Hence, there isan association between Occupation of the respondents and number of years of usingmobile phone. Table No.8: Nature of Using Mobile Phone by the respondents Purpose of Using Mobiles Number of Respondents Percentage Incoming Only 5 3.33 Outgoing Only 23 15.33 Incoming & Outgoing 32 21.33 SMS Only 18 12.00 Incoming & Outgoing and SMS 72 48.00 Total 150 100.00Source: Primary dataInference: Out of 150 respondents 5 (3.33 per cent) respondents are mostly attend theincoming calls only; 23(15.33 per cent) respondents dial outgoing calls only; 32respondents (21.33 per cent) are using both incoming as well as outgoing calls; 18respondents (12 per cent) are using only for SMS services out of these category ofrespondents all of them comes under students category and the remaining 72respondents (48 per cent) prefer Incoming and Outgoing as well as SMS services. It isunderstood that most of the respondents are using mobile phone for Incoming andOutgoing as well as SMS services (48 per cent). Table No.9: Usage of Mobile Phone Service Providers by the respondents Service Providers Number of Respondents Percentage GSM 122 81.33 CDMA 28 18.67 Total 150 100.00 Source: Primary DataInference: It is observed from the above table that among 150 respondents, 122respondents are use GSM service providers (81.33 per cent) and the remaining 28respondents are use CDMA service providers (18.67 per cent). It is inferred thatmajority of the respondents use GSM service providers.
  • 12. Table No.10: Usage of GSM Service Providers of the respondents GSM Service Providers Number of Respondents Percentage Airtel 45 36.89 Aircel 18 14.75 Uninor 16 13.11 BSNL 6 4.92 Vodafone 22 18.03 Tata Docomo 12 9.84 Idea 3 2.46 Total 122 100.00 Source: Primary DataInference: It is obvious from the above table that 45 respondents prefer Airtel (36.89per cent), 18 respondents prefer Aircel (14.75 per cent), 16 respondents prefer Uninor(13.11 per cent), 6 respondents are prefer Bsnl (4.92 per cent), 22 respondents prefersVodafone (18.03 per cent), 12 respondents prefer Tata Docomo (9.84 per cent) andthe remaining 3 respondents prefer Idea (2.46 per cent). From the above table it isclear that among 122 respondents majority of them prefer Airtel service. For finding out the relationship between usage of GSM mobile phone andGSM service providers the researcher used Chi-square test.Ho: There is no significant relationship between usage of GSM mobile phone andGSM service providers.H1: There is significant relationship between usage of GSM mobile phone and GSMservice providers. The x2 for table value 48 degrees of freedom at 5 per cent level ofsignificance 64.885. The calculated x2 value is (89.5707) higher than the table value(64.885) at 5 per cent level of significance level. The null hypothesis is rejected. Hence, there is an association between usageof GSM mobile phone and GSM service providers. Table No.11: Usage of CDMA Service Providers of the respondents CDMA Service Providers Number of Respondents Percentage Tata Indicom 7 25.00 Reliance 8 28.57 MTS 13 46.43 Total 28 100.00 Source: Primary Data
  • 13. Inference: It is obvious from the table (No.11) that 7 respondents are prefer Tata Indicom (25 per cent), 8 respondents prefer Reliance (28.57 per cent) and the remaining 13 respondents are prefer MTS (46.43 per cent). Most of the respondents prefer MTS service provider. Table No.12: Type of Card Holders of the respondents Card Holders Number of Respondents Percentage Prepaid 128 85.33 Post Paid 22 14.67 Total 150 100.00 Source: Primary Data Inference: Out of 150 respondents 128 (85.33 per cent) respondents prefer prepaid card and the remaining 22 (14.67 per cent) respondents prefer post paid card. It is inferred that majority of the respondents prefer prepaid card. Table No.13: Attitude towards Cellular Service Providers of the respondents Weighted Strongly No Strongly STATEMENTS Agree Disagree Total Mean Rank Agree Opinion Disagree ScoreNetwork Coverage is Excellent 68 47 28 4 3 150 4.15 1Value Added Services are plenty 38 27 57 16 12 150 3.42 5Plan Options are More Convenient 47 32 36 28 7 150 3.56 4Call Charges are Moderate 56 37 23 22 12 150 3.69 3Activation Formalities are Simple 64 37 26 18 5 150 3.91 2 Source: Primary Data Inference: It is observed that, out of the 5 statements, network coverage ranks that the first place with weighted mean score of 4.15. The second rank goes to activation formalities. The third rank goes to call charges. The fourth rank goes to plan options. The fifth rank goes to value added services. It is concluded that network coverage is excellent most of respondents told that strongly agree weighted mean score 4.15.
  • 14. Table No.14: Benefits of mobile phone service providers by the respondents Weighted I II III IV V BENEFITS Total Mean Score RankFast Communication 85 30 22 8 5 150 4.21 1Security 10 18 37 58 27 150 2.51 4Wide coverage with low cost 30 56 49 8 7 150 3.63 2Privacy 10 8 8 58 66 150 1.92 5Entertainment 18 27 22 45 38 150 2.61 3 Source: Primary Data Inference: From the following table it is observed that, out of the 5 benefits, fast communication ranks that the first place with weighted mean score of 4.21. The second rank goes to wide coverage with low cost. The third rank goes to entertainment. The fourth rank goes to security. The fifth rank goes to privacy. It is inferred that most of the respondents are rank the benefits of mobile phone service providers is fast communication weighted mean score 4.21. FINDINGS OF THE STUDY The major findings of the study are as follows:  From the gender wise classification of the users, it is clear that 56 per cent of the respondents who use mobile phone are male.  The researcher finds that opinions of mobile phone users about usage of mobile phone 52.67 per cent of the respondents are using brand mobiles.  The researcher finds that 37.97 per cent of the respondents prefer the Nokia mobile phone.  The researcher has also finds that 65.12 per cent of the respondents are prefer the G‟Five mobiles.  The analysis of the mode of purchase of the users indicates that 80 per cent of the respondents are purchasing the mobile phone by ready cash.  It is found that there is relationship between educational qualification of the respondents and mode of purchasing mobile phone.  Maximum of 48 per cent of the respondents are purchasing the mobile phone for their convenience.
  • 15.  The researcher has also investigated the number of years of using the mobile phone. It reveals that, 50 per cent of the respondents are using mobile phone 3- 5 years.  It is found that there is relationship between occupation of the respondents and number of years of using mobile phone.  The researcher investigated the nature of using mobile phone 48 per cent of the respondents are using mobile phone for incoming and outgoing as well as SMS services.  Majority of 81.33 per cent of the respondents are using GSM service providers.  The researcher finds that 36.89 per cent of the respondents are using Airtel service.  It is found that there is a relationship between usage of GSM mobile phone and GSM service provider.  The researcher finds that 46.43 per cent of the respondents are prefer the MTS service provider.  The researcher has made an attempt to know the type of card holders. 85.33 per cent of the respondents prefer prepaid card.  Out of five statements attitude towards mobile phone service providers, most of the respondents are told that network coverage is excellent with weighted mean score of 4.15  Out of five benefits of mobile phone service provider, most of the respondents are rank the benefits of mobile phone service provider is fast communication with weighted mean score of 4.21SUGGESTIONS  Nokia has got its own brand image, but as the video and audio is concerned there are lots of complaints from the customers regarding every brand. The mobile phone companies should take special efforts to overcome these complaints in future.  There is close relationship between gender of users and choice of mobile phone service providers. Majority of mobile phone service users under this study are males. Therefore, the mobile phone service providers should follow sales promotion techniques to attract more females.
  • 16.  Prepaid cards are highly preferred by the customers. When the customers use prepaid cards they will limit their talk. When they are induced to use postpaid cards, limitless talk could be possible without fear of empty balance. Hence, the companies and dealers should concentrate more on postpaid business and create awareness about the usage of postpaid service and expand the postpaid business to the level of prepaid business.CONCLUSION The results of the survey show that „convenience‟ is the most influencingfactor for mobile subscribers. Any rise or fall in tariffs directly affects mobile phoneusage. A better and customer friendly tariff and a problem free service provider canhope to tap the customer resources and top in market share. In addition, multipleusages of mobile phone and better service are other factors influencing customers. Itcan be concluded that the existing customers are satisfied with the mobile phoneservices. By creating more awareness, better coverage, connectivity and new schemesthe prospective consumer can be generated.BIBLIOGRAPHY  Donald R. Cooper, Pamel S Schindler, Business Research Methods, The Mc Graw Hill Companies, 2006.  Kothari, C. R. Research Methodology Methods and Techniques, New Age International Pvt. Ltd, New Delhi, 2005.JOURNAL REFERENCESMayank Vinodbhai, A Study of Mobile Phone Usage among the Post GraduateStudents, Indian Journal of Marketing, Vol. XXXVIII, No. 4, April 2008, pp.13-21.WEBSITE REFERENCES http:/www.buzzle.com/ Information -the-mobile-phones-in-the-indian- society.html http://en.wikipedia.org