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A STUDY ON MOBILE PHONE SERVICES USAGE IN SRIVILLIPUTTUR TOWN Dissertation Report Submitted to Madurai Kamaraj University Madurai in partial Fulfilment of the requirements for the degree of MASTER OF PHILOSOPHY IN COMMERCE By A.KARKUVELRAJ, M.Com (CA)., PGDPM., (Reg. No: B0910611) SUPERVISOR AND GUIDE Dr. V.MANOHAR, M.Com., M.Phil.,M.A.Ph.D., DEPARTMENT OF COMMERCE V.H.N.S.N. COLLEGE VIRUDHUNAGAR
INTRODUCTION• In modern days, service sector is becoming the primary source of wealth, trade and growth throughout the developed world. In olden days, the perception of service was confined to work and advice only with service motto. Today the service have been commercialized which is due to the emergence of a materialistic age in which financial health of organization and economic status of an individual proved to be an important base for evaluating sound ness, perfection an excellence.
Continue…..• The present study is related to mobile phone services and the mobile phone service providers are in the prompt line. This service sector is creating more employment opportunities. The service expectations of the users of the mobile phone services are very high and are relative in character. Still the sector has potentiality and should lay up to the raising expectation of the users. Now, the present year, the mobile phone service provider has paid attention to the issue of user’s satisfaction and quality of service. This study on mobile phone service has tried to analyze the service characters, and the brand preference of mobile phone users.• www.buzzle.com/ Information -the-mobile-phones-in-the-indian-society.html
STATEMENT OF THE PROBLEM• Mobile phone occupies a predominant position in the modern life because mobile phones are used by all levels of people. A day may come, when the number of Mobile phone users may be greater than the number of telephone users. It helps one to send and receive information anytime and anywhere. The effective and efficient usage of Mobile phones and growth of mobile phone sector depends on the Mobile phone service providers.
Continue…..• Mobile phone users meet many problems. Problems arising from the buying a mobile phone, choosing the mobile phone service provider. Tower problem, variety of terms and conditions, recharge coupons and roaming charges the optimum 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 phone service providers. They also meet many problems in their day to day activities.
Continue…..• Choices of technology providing better service to the user, competing with other service providers are the, major problems for the mobile phone operators. In Order to ascertain the problems and prospectus of the mobile phone companies and the service providers in the study are, this research was undertaken.
REVIEW OF LITERATURE• Review of literature is essential for every research to carry on investigation successfully. Hence, the study is based on the research articles, magazines and thesis. It must stated that Chapter No. 2
SCOPE OF THE STUDY• This study has been comprehensive and analytical. The main focus of this study is to understand the opinion of the mobile phone users with regard to the service extended by the mobile phone service providers. This study gives a detailed analysis on the origin and growth of mobile phone, various mobile phone service providers in srivilliputtur and preference of mobile phone user for using the mobile phone service. The present study is undertaken to understand the problems faced by the mobile phone users. Further the study will cover the preference of mobile phone subscribers in Srivilliputtur.
OBJECTIVES OF THE STUDYThe study has the following objectives, To analyze the nature of mobile phone service providers to their subscribers. To find out the attitude towards the selection of mobile phones and service providers by the subscribers. To identify the problems faced by the mobile phone users regarding to service providers and mobile phones. 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 a declarative statement combining concepts. In order to achieve the objective of the present study the researcher has formulated the following hypotheses.
Continue…..There is no relationship between the educational qualification ofthe respondents and the mode of purchasing of mobile phone.There is no relationship between the occupation of therespondents and the number of years of using mobile phones.There is no relationship between the usage of GSM mobile phoneand the GSM service providers.
PROFILE OF THE STUDY AREASrivilliputhur (srivilliputtur or thiruvilliputtur)is one of the temple towns in Tamilnadu. It islocated in Viruthunagar district, Tamilnadu.This town is well connected by road and railwith all major towns in the state. The nearestairport is in Madurai, 75km away from thetown.
Period of the Study• The Study has been conducted during the period from October 2010 to January 2011.
RESEARCH 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 and orderly way. This study is based on descriptive research. It explores the existing phenomena of responses given by the customers towards the brand preference of mobile phone.
Primary Data• Primary data is the first hand information, which has been collected through direct personal interview with the help of a structured interview schedule from the mobile phone users in Srivilliputtur.
Secondary Data• The secondary data is an integral part of any research study or a dissertation report as it provides information on key variables, which play a major part in the actual 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 the researcher, it is decided to adopt a convenient sampling technique. The researcher selected 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, weighted mean score, weighted arithmetic mean is used and, Chi- square test was used to judge the significance.
LIMITATIONS OF THE STUDYThis 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.
CHAPTERISATION The study is presented in five chapters including the present one. 1.The first chapter deals with statement of the problem, scope of the study,objectives of the study, hypothesis to be tested, and area of the study, period ofthe study, methodology, tools used and limitations of the study. 2.The second chapter covers Review of Literature in mobile phone services. 3.The third chapter displays Mobile Phone and Service Providers- anoverview. 4.The fourth chapter deals Analysis and Interpretations of mobile phoneservices. 5.The fifth chapter discloses the Summary of Findings, Suggestions andconclusions.
ANALYSIS AND INTERPRETATIONS OF MOBILE PHONE AND SERVICE PROVIDERS• The preference of the respondents regarding mobile phone service providers, factors influencing to purchase issues, problems faced by the respondents in using the services and other related issues aspects are analysed in this chapter.
Table No.1: The Details Regarding General Profile of the Mobile Phone Users Factors Classification No. of Respondents Percentage Male 84 56Gender Female 66 44 15-25 Years 18 12.00Age base Usage 25-35 Years 38 25.34 35-45 Years 57 38.00 45-55 Years 20 13.33 Above 55 17 11.33Education Up to Higher Secondary 18 12.00 Under Graduate 38 25.34 Post Graduate 77 51.33 Professional 17 11.33 Business 30 20.00Occupation Professional 12 8.00 Employee 50 33.33 Home maker 15 10.00 Student 43 26.67 Less than `5000 35 23.33Monthly Income ` 5000 to ` 10,000 45 30.00 `10,000to ` 15,000 33 22.00 Above ` 15,000 37 24.67
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 150 100.00Source: Primary Data
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 79 100.00Source: Primary Data
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 43 100.00Source: Primary Data
Table No.5: Mode of Mobile Phone Purchased by the respondents Mode of Purchase Number of Respondents PercentageInstallment System 30 20.00Ready Cash 120 80.00Total 150 100.00Source: Primary data The calculated x2 value is (30.85) higher than the table value (7.815) at 5 per cent level of significance level. The null hypothesis is rejected. Hence, there is an association between educational qualification of the respondents and mode of purchasing mobile phone.
Table No.6: Reasons for having Mobile Phone by the respondents Reasons Number of Percentage Respondents Convenience 72 48.00 Easily accessible 37 24.67 Easy to Communicate 28 18.67 Economy 13 8.66 Total 150 100.00Source: Primary data
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 data• The calculated x2 value is (22.91159) higher than the table value (21.026) at 5 per cent level of significance level. The null hypothesis is rejected. Hence, there is an association between Occupation of the respondents and number of years of using mobile phone.
Table No.8: Nature of Using Mobile Phone by the respondentsPurpose 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 12.00Incoming & Outgoing and 72 48.00 SMS Total 150 100.00Source: Primary data
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 150 100.00Source: Primary data
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 122 100.00Source: Primary dataThe calculated x2 value is (89.5707) higher than the table value (64.885) at 5 percent level of significance level. The null hypothesis is rejected. Hence, there is anassociation between usage of GSM mobile phone and GSM service providers.
Table No.11: Usage of CDMA Service Providers of the respondentsCDMA 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
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 150 100.00Source: Primary data
Table No.13: Attitude towards Cellular Service Providers of the respondents Weighted Strongly Strongly STATEMENTS Agree No Opinion Disagree Mean Score Agree Disagree Total RankNetwork Coverage 68 47 28 4 3 150 4.15 1 is Excellent Value Added 38 27 57 16 12 150 3.42 5Services are plentyPlan Options are 47 32 36 28 7 150 3.56 4More ConvenientCall Charges are 56 37 23 22 12 150 3.69 3 Moderate Activation 64 37 26 18 5 150 3.91 2 Formalities are SimpleSource: Primary data
Table No.14: Benefits of mobile phone service providers by the respondents Weighted BENEFITS I II III IV V Total Mean Score Rank Fast Communication 85 30 22 8 5 150 4.21 1 Security 10 18 37 58 27 150 2.51 4Wide coverage with low 30 56 49 8 7 150 3.63 2 cost Privacy 10 8 8 58 66 150 1.92 5 Entertainment 18 27 22 45 38 150 2.61 3Source: Primary data
Table No.15: Problems In Mobile Phone Services Provider Complaints Number of Respondents Percentage Problems Faced 34 22.67 Problems Not Faced 116 77.33 Total 150 100.00Source: Primary data
Table No.16: Nature Of The Problem Complaints Number of respondents Percentage Poor clarity of Signal 2 5.88 Delayed connection 6 17.65 Lack of coverage 8 23.53 Poor Billing System 18 52.94 Total 34 100.00Source: Primary data
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.
FINDINGS… 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.
FINDINGS… Maximum of 48 per cent of the respondents are purchasing the mobile phone for their convenience. 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.
FINDINGS… 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.
FINDINGS… 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
FINDINGS…Out of five benefits of mobile phone serviceprovider, most of the respondents are rank thebenefits of mobile phone service provider is fastcommunication with weighted mean score of 4.21 The researcher finds that 22.67 per cent of therespondents are faced problem in mobile phoneservice providers. Among them 52.94 per cent of therespondents are facing problems in poor billingsystem.
SUGGESTIONS 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.
Continue….. 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 influencing factor for mobile subscribers. Any rise or fall in tariffs directly affects mobile phone usage. A better and customer friendly tariff and a problem free service provider can hope to tap the customer resources and top in market share. In addition, multiple usages of mobile phone and better service are other factors influencing customers. It can be concluded that the existing customers are satisfied with the mobile phone services. By creating more awareness, better coverage, connectivity and new schemes the 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 REFERENCES• Mayank Vinodbhai, A Study of Mobile Phone Usage among the Post Graduate Students, 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-societ• http://en.wikipedia.org