A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
Â
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
consumer buying behavior for new mobile connection7620212071
Â
This project will help marketing student who is looking for the project in mobile connection.so i request to all please go through the project and let me know if required,just mentioned your mail id i will forward you.
Also i will help the student to make there project successful in any stream. (asati.vinay@yahoo.in) this is my mail id where you can write whatever thigs you required related any projects, In future i will upload more projects.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
Â
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
consumer buying behavior for new mobile connection7620212071
Â
This project will help marketing student who is looking for the project in mobile connection.so i request to all please go through the project and let me know if required,just mentioned your mail id i will forward you.
Also i will help the student to make there project successful in any stream. (asati.vinay@yahoo.in) this is my mail id where you can write whatever thigs you required related any projects, In future i will upload more projects.
The growing use of Internet in India provides varied opportunities for online shopping from both customer and seller perspective. If Electronic marketers (E-Marketers) know the factors affecting online Indian behavior, the relationships between these factors and the type of online buyers, they can further develop their marketing strategies to convert potential buyers into active buyerswhile retainingits original customer base. This study focuses on the factors which online buyers takes into consideration while shopping online. This research will help in finding the impact of e-market on customersâ purchasing patterns and how their security and privacy concerns about online marketinginfluences their online buying behavior. The study will further encompass the various important inputs which will equip the marketers for creating online marketing more lucrative and assured by adding value to the existing services.
âRole of mobile marketing in improving customer experience for electronic gad...Pramod Patil
Â
The purpose of this paper is to find out the role of mobile or smart phones in improving customer experience in retail shopping in India. To compete successfully in this business era, the retailer must focus on the customerâs buying experience.This paper focuses on the role of mobile or smart phones in the retail environment and how they can shape customer experiences and behaviors. Superior customer experience will result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
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Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Â
Title of the Dissertation Report is âTo Understand the ecosystem of digital media marketingâ and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is âUnderstand the consumer buying behaviour of Indian in digital eraâ.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that âBrands canât sustain without digital presenceâ
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as âAdvertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
There has been constant and intense competition by organizations through the use of advertisement
as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different
organizations. Market researchers argue that these advertisements are still important in attracting consumers to
a certain brand, however critics believe itâs becoming less effective
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
Â
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Â
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
A Study/Project on Customer Perception towards Titan Products by Titan Indust...Aditya Gupta
Â
It's a project report I had made for my BBM degree recently. I'm a Marketing Student so I made a project on "Customer Perception towards Titan Products by Titan Industries".
I'm uploading because I din't find any projects to help me out while I was making my project, so I hope it will help you guys out!
Impact of social media on consumer spending.pdfAniket Kangane
Â
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Healthcare Marketing Executives: Are You Ready for the Future?Karen Corrigan
Â
In the healthcare industry, powerful demographic, economic, societal, technology and legislative forces are converging to change the underlying basis for competition. For health systems, new economic models, disruptive technologies and transformation of care delivery systems are front and center â challenging marketing executives to better understand and anticipate the impact of this change.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya YaĆayan
Â
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
The growing use of Internet in India provides varied opportunities for online shopping from both customer and seller perspective. If Electronic marketers (E-Marketers) know the factors affecting online Indian behavior, the relationships between these factors and the type of online buyers, they can further develop their marketing strategies to convert potential buyers into active buyerswhile retainingits original customer base. This study focuses on the factors which online buyers takes into consideration while shopping online. This research will help in finding the impact of e-market on customersâ purchasing patterns and how their security and privacy concerns about online marketinginfluences their online buying behavior. The study will further encompass the various important inputs which will equip the marketers for creating online marketing more lucrative and assured by adding value to the existing services.
âRole of mobile marketing in improving customer experience for electronic gad...Pramod Patil
Â
The purpose of this paper is to find out the role of mobile or smart phones in improving customer experience in retail shopping in India. To compete successfully in this business era, the retailer must focus on the customerâs buying experience.This paper focuses on the role of mobile or smart phones in the retail environment and how they can shape customer experiences and behaviors. Superior customer experience will result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Â
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Â
Title of the Dissertation Report is âTo Understand the ecosystem of digital media marketingâ and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is âUnderstand the consumer buying behaviour of Indian in digital eraâ.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that âBrands canât sustain without digital presenceâ
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as âAdvertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
There has been constant and intense competition by organizations through the use of advertisement
as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different
organizations. Market researchers argue that these advertisements are still important in attracting consumers to
a certain brand, however critics believe itâs becoming less effective
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
Â
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Â
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
A Study/Project on Customer Perception towards Titan Products by Titan Indust...Aditya Gupta
Â
It's a project report I had made for my BBM degree recently. I'm a Marketing Student so I made a project on "Customer Perception towards Titan Products by Titan Industries".
I'm uploading because I din't find any projects to help me out while I was making my project, so I hope it will help you guys out!
Impact of social media on consumer spending.pdfAniket Kangane
Â
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Healthcare Marketing Executives: Are You Ready for the Future?Karen Corrigan
Â
In the healthcare industry, powerful demographic, economic, societal, technology and legislative forces are converging to change the underlying basis for competition. For health systems, new economic models, disruptive technologies and transformation of care delivery systems are front and center â challenging marketing executives to better understand and anticipate the impact of this change.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya YaĆayan
Â
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
Acetabularia Information For Class 9 .docxvaibhavrinwa19
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Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Operation âBlue Starâ is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
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In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdf
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A Study On Customer Satisfaction On Mobile Service Providers With Reference To Select Companies
1. IRJMSH Volume 5 Issue 1 online ISSN 2277 â 9809
International Research Journal of Management Sociology & Humanity Page 153
http:www.irjmsh.com
A Study on Customer Satisfaction on Mobile Service Providers with
reference to select Companies
NIRANJAN BAIG MEERJA
Research scholar
Department of Business Management
Osmania University,Hyderabad-500007
ABSTRACT:
Mobile telecommunication is a communication network which doesn't depend on any
physical connection between two communication entities and have flexibility to be mobile
during communication. Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals. Mobile telecommunication is a rapidly growing
sector in India. It is penetrating all sections of people viz. rich and common people. Now a days
everybody depending on mobile phone for communication, banking, internet etc..Mobile service
providers providing various facilities to attract the customers along with 2G,3G,4G technology.
KEYWORDS: Cellular services, Customer satisfaction, Marketing, Mobile service providers.
Customer Satisfaction:
According to Philip Kotler, âsatisfaction is a personâs feelings of pleasure or
disappointment resulting from productâs perceived performance (outcome) in relation to his
expectations. Customer satisfaction is the level of a personâs felt state resulting from comparing
a productâs perceived performance (outcome) in relation to the personâs expectationsâ.
This satisfaction level is a function of difference between perceived performance and
expectations. If the productâs performance, exceed expectation the customer highly satisfied or
delighted. If the performance matches the expectations the customer is satisfied. If the products
performance fall shorts of expectations the customer is dissatisfied.
2. IRJMSH Volume 5 Issue 1 online ISSN 2277 â 9809
International Research Journal of Management Sociology & Humanity Page 154
http:www.irjmsh.com
Many companies are aiming for high satisfaction because customers who are just satisfied
still find it easy to switch when a better offer comes along. High satisfaction or delight
creates an emotional affinity with brand.
Variety of factors that affect customer satisfaction includes product quality, product
availability and after sales support such as warranties and services. Customer satisfaction is
seen as a proof of delivering a quality product or service. It is believed that customer
satisfaction brings sales growth, and market share. A company can always increase customer
satisfaction by lowering its price or increasing its services but this may result in lower
profits. Thus the purpose of marketing is to generate customer value profitability.
India is on the threshold of a new millennium. India chose for global economy, exposing it
to winds of change in the market place, which has expanded vastly and become fiercely
competitive. In the changed environment, decision makers view the marketing concept as
the key to success. Marketing in practice has to manage products, pricing, promotion and
distribution.
A successful product can be developed by exploding these opportunities. While delivering
the value of the consumer we make use of marketing support. This support is based on the
knowledge of consumers and distribution. Marketing support both at the introduction of
products and maturing is considered
Marketing, as suggested by the American Marketing Association is "an organizational
function and a set of processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that benefit the organization and
its stakeholders".
The two major factors of marketing are the recruitment of new customers (acquisition) and
the retention and expansion of relationships with existing customers (base management).
Marketing methods are informed by many of the social, particularly psychology, sociology,
and economics. Anthropology is also a small, but growing, influence. Market research
underpins these activities. Through advertising, it is also related to many of the creative arts.
For a marketing plan to be successful, the mix of the four "Ps" i.e. product, price, place,
promotion must reflect the wants and desires of the consumers in the target market. Trying
to convince a market segment to buy something they don't want is extremely expensive and
seldom successful. Marketers depend on marketing research, both formal and informal, to
3. IRJMSH Volume 5 Issue 1 online ISSN 2277 â 9809
International Research Journal of Management Sociology & Humanity Page 155
http:www.irjmsh.com
determine what consumers want and what they are willing to pay for. Marketers hope that
this process will give them a sustainable competitive advantage. Marketing management is
the practical application of this process. The offer is also an important addition to the 4P's
theory.
Method to Measure Customer Satisfaction:
Companies use the following methods to measure customer satisfaction.
Complaints and suggestion system:
Companies obtaining complaints through their customer service centers, and further
suggestions were given by customers to satisfy their desires.
Customer satisfaction surveys:
Responsive companies obtain a direct measure of customer satisfaction by periodic
surveys. They send questionnaires to random sample of their customers to find out how they
feel about various aspects of the companyâs performance and also solicit views on their
competitorâs performance. It is useful to measure the customerâs willingness to recommend
the company and brand to other persons.
Lost Customer Analysis:
Companies should contact customers who have stopped buying or who have switched to
another supplier to learn why this happened.
Consumer Behavior Vs Consumption Behavior:
Consumer behavior refers to the manner in which an individual reaches decision related
to the selection, purchases and use of goods and services. Walters and Paul says that, consumer
behavior is the process whereby the individuals decide what, when, how and from whom to
purchase goods & services.
Consumer behavior relates to an individual person (Micro behavior) where as
consumption behavior relates to and to the mass or aggregate of individuals (Macro behavior)
consumers behavior as a study focuses on the decision process of the individual consumer or
consuming unit such as the family.
In contrast the consumption behavior as a study is to do with the explanation of the
behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot, around
which the entire system of marketing revolves. The study of buyer behavior is one of the most
important keys to successful mark.
4. IRJMSH Volume 5 Issue 1 online ISSN 2277 â 9809
International Research Journal of Management Sociology & Humanity Page 156
http:www.irjmsh.com
Definition of Cellular/Mobile phone:
The Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is a
long-range, portable electronic device used for mobile communication.
The global mobile phone industry is based on many different manufacturers and
operators. The industry is based on advanced technology and many of the manufacturers are
operating in different industries, where they use their technological skills, distribution network,
market knowledge and brand name. Four large manufacturers of mobile phones are today
dominating the global mobile phone industry &networks; Nokia, Sony Ericson, Samsung and
Motorola. Airtel, BSNL , Idea,Tata indicom ,Vodafone, Reliance and others. In addition to
these companies there are many manufacturers that operate globally and locally.
Telecom Industry in India:
The telecom industry is one of the fastest growing industries in India. India has nearly200
million telephone lines making it the third largest network in the world after China and USA.
With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world.
China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscribers in Asia Pacific.
Compared to that Indiaâs share in Asia Pacific Mobile Phone market is 6.4%.
Considering the fact that India and China have almost comparable populations, Indiaâs slow
mobile penetration offers huge scope for growth.
Classification of Telecommunication services:
Basic services
Cellular services
Internet Service Provider (ISP)
Opening up of international and domestic long distance telephony services are the major
growth drivers for cellular industry. Cellular tariffs on airtime, which along with rental was
the main source of revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.
ï¶ Review of Literature:-
ï§ Robins (2008): This paper is about marketing the next generation of mobile telephones. The
study is about third generation of cell phone technology, what is usually known as â3Gâ for
short. There are various issues about that new innovative. One is how to price 3G handsets
5. IRJMSH Volume 5 Issue 1 online ISSN 2277 â 9809
International Research Journal of Management Sociology & Humanity Page 157
http:www.irjmsh.com
and services at a level which will enable telephone operating companies to recoup the high
prices they have already paid to governments for operating licenses. Second the technology is
not yet complete, there are no agreed international standards and companies do not yet know
what new services the technology will prove capable of delivering effectively. All variants of
3G remain dependent on largely unproven technology. Marketing 3G is going to be about
services which are new and in many cases, yet to be designed. At the same time, it will
involve services which can also be obtained by computer and other means. It follows that the
marketing task will be high risk. First, 3G has no obviously unique selling proposition to
build on except, perhaps, the combination of live video and easy portability. Second, the
potential customers have not yet had adequate opportunity to signal their service likes and
dislikes. Third, the cost and complexity of service provision leave doubt about the marketâs
reaction to price.
ï§ Debnath (2008): This study explain that the prime focus of the service providers is to create
a loyal customer base by benchmarking their performances and retaining existing customers
in order to benefit from their loyalty. With the commencement of the economic liberalization
in 1991, and with a view to expand and improve telecom infrastructure through the
participation of the private sector, the Government of India permitted foreign companies
holding 51 percent equity stake in joint ventures to manufacture telecom equipment in India.
The Indian Government has announced a new policy, which allows private firms to provide
basic telephone services. There had been a monopoly of the state-owned department of
telecommunications. However, several companies are expected to benefit from the policy
change.
ï§ Bhatt (2008): In his study titled âA Study of Mobile Phone Usage Among the Post Graduate
Studentsâ analyzed that it is important for mobile carriers, service providers, content
developers, equipment manufacturers, as well as for parents and young people alike that the
key characteristics of mobile technology is well understood so that the risks associated with
its potentially damaging or disruptive aspects can be mitigated. This paper has tried to
compare the usage difference by gender with respect to the difference manufacturing and
service provider companies.
ï§ Jha (2008): In his study analyzed that it is the youth which is the real growth driver of the
telecom industry in India. Considering this fact, the paper is an attempt to give a snapshot of
6. IRJMSH Volume 5 Issue 1 online ISSN 2277 â 9809
International Research Journal of Management Sociology & Humanity Page 158
http:www.irjmsh.com
how frequently young people use their mobile phones for several embodied functions of the
cell phones. Data was collected from a sample of 208 mobile phone owners, aged between 20
and 29. The study sheds light on how gender, monthly voucher amount and years of owning
mobile phones influence the usage pattern of this device. Findings of the study would be
helpful for the telecom service providers and handset manufacturers to formulate a marketing
strategy for different market segments.
ï§ Kalavani (2006): In their study analyzed that majority of the respondents have given
favorable opinion towards the services but some problems exist that deserve the attention of
the service providers. They need to bridge the gap between the services promised and
services offered. The overall customersâ attitude towards cell phone services is that they are
satisfied with the existing services but still they want more services to be provided.
ï§ Kumar (2008): In their study titled âCustomer Satisfaction and Discontentment vis-a-vis
BSNL Landline Service: A Studyâ analyzed that at present, services marketing plays a major
role in the national economy. In the service sector, telecom industry is the most active and
attractive. Though the telecom industry is growing rapidly, India's telecom density is less
than the world's average telecom density as most of India's market is yet to be covered. This
attracts private operators to enter into the Indian telecom industry, which makes the Bharat
Sanchar Nigam Limited (BSNL) more alert to run its business and survive in the market.
ï§ Seth et al (2008): In their study titled âManaging the Customer Perceived Service Quality for
Cellular Mobile Telephone: an Empirical Investigationâ analyzed that there is relative
importance of service quality attributes and showed that responsiveness is the most
importance dimension followed by reliability, customer perceived network quality,
assurance, convenience, empathy and tangibles. This would enable the service providers to
focus their resources in the areas of importance. The research resulted in the development of
a reliable and valid instrument for assessing customer perceived service quality for cellular
mobile services.
ï§ Fernandez (2007): In their study titled âUnderstanding Dynamics in an Evolving Industry:
Case of Mobile VAS in Indiaâ analyzed that Mobile Value Added Services (VAS) is a rising
star in the fast growing wireless business. In the paper, attempt is made at understanding the
strategic dynamics of the evolving environment within which the Indian players are
operating, the challenges and structure of the same. Our literature and industry review
7. IRJMSH Volume 5 Issue 1 online ISSN 2277 â 9809
International Research Journal of Management Sociology & Humanity Page 159
http:www.irjmsh.com
indicates that - while the value chain of industry is complicated yet one can observe the
bipolar nature of bargaining powers between mobile network operators and content
aggregators.
ï§ Bismut (2006): In his study titled âCompetition in European Telecom Marketsâ analyzed
that in recent years the European telecommunications market has witnessed major
developments, with rapid expansion in access to telecommunications networks and a surge in
the number of available services and applications. While many factors have contributed to
the transformation of the telecommunications industry, competition has played a key role in
driving telecom players to invest in new technologies, to innovate and to offer new services.
ï§ Kalpana and Chinnadurai (2006): In their study titled âPromotional Strategies of Cellular
Services: A Customer Perspectiveâ analyzed that the increasing competition and changing
taste and preferences of the customerâs all over the world are forcing companies to change
their targeting strategies. The study revealed the customer attitude and their satisfaction
towards the cellular services in Coimbatore city. It was found that advertisement play a
dominant role in influencing the customers but most of the customers are of opinion that
promotional strategies of cellular companies are more sale oriented rather than customer
oriented.
ï§ Fredric (2008): He analyzed the importance of yield management and discrimination pricing
in telecommunication sector. Yield management is the process of allocating the right type of
capacity or inventory unit to the right kind of customer at the right price so as to maximize
revenue or yield. Yield management and dynamic pricing strategies could be usefully applied
to preserve and increase profitability. Yield management techniques can help telecom
operators and similar companies to optimize the benefits they can derive from a subtle
management of information networks and partnerships. However, such an approach is more
difficult to implement in the telecommunications industry than in the airlines sector because
of the difficulty to control (and sometimes to refuse) network access to customers Chris
(2003) has analyzed âTelecom advertising in print media.â This research attempted to
investigate why Telecom theme are used in advertisement, and the motives that lead
companies and advertisers to use sport celebrities and sport concept in advertisements. From
study it has been revealed that the appearance of sport celebrities in advertising endorsement
occurred more often in Telecom magazines than in other magazines, because their target
8. IRJMSH Volume 5 Issue 1 online ISSN 2277 â 9809
International Research Journal of Management Sociology & Humanity Page 160
http:www.irjmsh.com
group is more acquainted with athletes. The sport celebrities that dominated each printed
media are related with their target group characteristics.
References
Jallet, Frederic, âYield management, Dynamic pricing and CRM in telecommunicationsâ,
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B45CF101
465D540FD4401AEB9?contentType=Article&hdAction=lnkhtml&contentId=1747102&hist
ory=true>).
Debnath, Roma Mitra, âBenchmarking telecommunication service in Indiaâ, 2008
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B45CF101
465D540FD4401AEB9?contentType=Article&hdAction=lnkhtml&contentId=1742535&hist
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Robins, Fread, âThe marketing of 3Gâ, vol. 21, no.6, 2008.
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B45CF101
465D540FD4401AEB9?contentType=Article&hdAction=lnkhtml&contentId=854647&histo
ry=true>).
Kalwani, Banumathy, âConsumerâs Attitude towards Cell phone Servicesâ, 2006.
Fernandez, Fronnie, âUnderstanding Dynamics in an Evolving Industry: Case of Mobile
VAS in Indiaâ, 2007.
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F0757A56
5F9A6CBAC8800F658?contentType=Article&hdAction=lnkhtml&contentId=881588&histo
ry=true>).
Kumar Kaliyamoorthy, âInfluence of Demographic Variables on Marketing Strategies in the
Competitive Scenarioâ, 2007.
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F0757A56
5F9A6CBAC8800F658?contentType=Article&hdAction=lnkhtml&contentId=881588&histo
ry=true>).
Seth et Etal, âManaging the Customer Perceived Service Quality for Cellular Mobile
Telephone: an Empirical Investigationâ, 2008
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(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F0757A56
5F9A6CBAC8800F658?contentType=Book&hdAction=lnkhtml&contentId=1758667&histo
ry=true>).
Tecor Jha, âUnderstanding Mobile Phone Usage Pattern among College-Goersâ, 2008.
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F0757A56
5F9A6CBAC8800F658?contentType=Book&hdAction=lnkhtml&contentId=1760544&histo
ry=true>).
Bhatt, Andre, âA Study of Mobile Phone Usage Among the Post Graduate Studentsâ, 2008.
Chris Kambitsis, âTelecom advertising in print mediaâ, 2003.
http://www.slideshare.net/HiralShah1/25310916projectoncustomersatisfactiontowardsmobile
service providers.
http://www.docstoc.com/docs/101632785/A_Project_on_Customer_Satisfaction.
http://www.scribd.com/doc/39012761/Project-on-Customer-Satisfaction.
http://www.studymode.com/essays/Telecom-Industry-1928280.html.
http://alwaysstudents.blogspot.com/2011/02/marketing-aptitude.html.
Books
Valarie Zeithaml (2008), Service Marketing, 4th
Ed. New Delhi: Tata McGraw Hill
Publishing Company Ltd.