The document provides an introduction to a major research project titled "Factor Affecting Selection of Mobile Phone Network Service Provider (With Special Reference to Rural Customer)". The 3-sentence summary is: The research project submitted for a Masters degree will study the factors influencing rural consumers' selection of mobile phone network service providers in India. The objectives are to study rural consumers' perceptions of various providers and identify the key factors in their selection. The methodology will involve a survey of 120 rural mobile phone users using a questionnaire to collect data, which will then be analyzed using appropriate statistical tools.

1. Synopsis
MAJOR RESEARCH PROJECT
Titled
”Factor Affecting Selection of Mobile Phone Network Service
Provider”
( With Special Reference to Rural Customer)
A Research Synopsis submitted as partial fulfillment for the award of
the Degree of Masters of Business Administration
(2010-2012)
GUIDED BY: SUBMITTED BY:
Prof. Neetu jain vijay singh chouhan
PGDM Vth trimster
INDEX
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2. S. No. Page No.
1. Introduction 3-6
2. Review of Literature 7-8
3. Rationale of the study 9-10
4. Objectives of the study 11-12
5. Research Methodology 13-14
a) Data Collection
b)The sample
c)The tools of data analysis
6. References 15-16
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3. INTRODUCTION
Telecome company
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4. Tele communications sector is now universally recognized as one of the prime movers of the
modern economy. The availability of adequate infrastructure facilities is critical for acceleration
of the economic development of any country. The Government of India recognizes that the
provision of a world-class telecommunications and information infrastructure is the key to rapid
economic and social development of the country. Telecommunications is critical not only for the
development of the information technology industry but also has widespread implications for the
entire economy of the country. The telecom infrastructure in India has grown at a rapid pace after
1994 when the New Telecom Policy, 1994 came into force. Cellular mobile services were one of
the first areas to be opened up to private competition. The whole country was divided into 4
metropolitan cities and 19 telecom circles, which were roughly analogues with the states of India.
Cellular licenses were awarded to the private sectors – first in the metropolitan cities of Delhi,
Mumbai, Kolkata and Chennai in 1994 and then in the 19 telecom circles in 1995. The subscriber
base in the mobile phone services market in India, the world’s fastest growing telecom market,
surpassed 232 million subscribers by the end of 2007. There has been unhindered growth in
Indian telecom market.
Smaller town and rural areas have been pushing the demand for mobile services. In comparison
to a tale-density of nearly 33 percent in urban areas it is barely 5 percent in the rural areas
thereby indicating huge scope for growth. The Telecom Regulatory Authority of India (TRAI)
2010, data shoes that rural Mobile Phone Connections stood at 48 million by the end of
2007.With a total subscriber base of 232 million rural subscribers form a formidable block of 21
percent or over one-fifth of the total mobile pone user base in India.
From a status symbol a few years back, the mobile phone is now a part of life for masses.
Experts attribute the high acceptance level of technology to high income levels and consumer
behavior. The mobile phone network service providers need to study this market and analyze the
factors influencing the selection of mobile phone network service provider to penetrate in this
market. The proper understanding of customer’s perception of products helps the marketers to
direct their marketing effort in right direction with respect to product, promotion, price and
distribution strategies.
Service Provider Company
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5. Airtel
“Bharti Airtel” formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's
largest mobile phone and Fixed Network operators. With more than 60 million subscriptions as
of 13th February 2008. [2] It offers its mobile services under the Airtel brand and is headed by
Sunil Mittal. The company also provides telephone services and Internet access over DSL in 14
circles. The company complements its mobile, broadband & telephone services with national and
international long distance services. The company also has a submarine cable landing station at
Chennai, which connects the submarine cable connecting Chennai and Singapore. The company
provides reliable end-to-end data and enterprise services to the corporate customers by
leveraging its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile
circles, VSATs, ISP and international bandwidth access through the gateways and landing
station.
Reliance
A DREAM COME TRUE
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would
have access to affordable means of information and communication. Dhirubhai, who single-
handedly built India’s largest private sector company virtually from scratch, had stated as early
as 1999: “Make the tools of information and communication available to people at an affordable
cost. They will overcome the handicaps of illiteracy and lack of mobility.”
Tata Indicom
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6. Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an Indian
Conglomerate. It runs the brand name Tata Indicom in India in various telecom circles of India.
The company forms part of the Tata Group's presence in the Telecommunication Industry in
India, along with Tata Teleservices (Maharashtra) Limited (TTML) and VSNL.
TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile services in
India, specifically in the state of Andhra Pradesh.
BSNL
Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited)
is a public sector communications company in India. It is the India's largest telecommunication
company with 25.14% market share as on December 31, 2007. Its headquarters are at Bharat
Sanchar Bhawan, Harish Chandra Mathur Lane, Jan path, New Delhi. It has the status of Mini-
ratna - a status assigned to reputed Public Sector companies in India.
VODAFONE
Vodafone Assar, previously Hutchison Assar is a cellular operator in India that covers 16
telecom circles in India Despite the official name being Vodafone Essar; its products are simply
branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout
India and is especially strong in the major metros.
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7. REVIEW OF LITERATURE
A brief review of the existing literature relevant to the study has been given below.
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8. Bhatia, T...K (2000) These villages and small towns which were once unimportant dots on
maps are now grring the attention of global marketing giants and media planners .thanks to
globalization, economic liberalization, it revolution, Indian diasporas ,female power and
improving infrastructure middle class rural India today has more disposable income than urban
India. Rural marketing s gain ing new heights in addition to rural advertising
Velayudhan.S K (2002). The study of the different brand elements have varying roles in
reinforcing the value of the brand and its relevance to the customer groups .visual messages
appeal the most to rural audiences . study on recall of pictorial advertisements as compared to
non-compared to non-pictorial advertisements indicate how much more effective they are with
rural consumers as competed to urban consumers
Venkatesh G. (Sep 2004):.Lack of rural development means lack of infrastructure, and so
lack of distribution facilities. This is very well recognized factor and probably responsible for
lack of interest on the part of marketing companies .Till date, reach to rural population has been
ownership of TV exists, lack of electricity of limited access to electricity has been a problem /So
reach of media has been low /.Due to low literacy level, reach of print media is also low .So,
radio outdoor .cinema etc and other localized advertising activities only have to be relied upon
Needless to say ,that these media have there own limitations .
Ranganathan (2008), studied the two-level model of customer retention in US mobile
telecommunications service market and found that retaining existing customer is less expensive
and difficult than recruiting new customer in mature market. The Study focused on
understanding the factors related to customer retention behavior, both behavioral factors such as
switching costs and customer satisfaction and demographic factors.
The review of existing studies suggests that there is a lack of studies to analyze the behavior of
college students towards subscribing to the services of mobile phone network service providers.
This study is an attempt to fill this gap and also, carry forward the work done in this context.
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9. RATIONALE OF STUDY
Today every company of Telecom communication Sector is growing with rapid rate and there is
also cut-throat competition present in this market. The telecom sectors play a vital role in the
development of modern economy.
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10. India is a combination of urban and rural areas .Our 30% population live in urban area and 70%
Population live in rural area in India .Rural Population is dependent on agriculture and urban
Population is dependent industrialization. That’s the reason they are so far of technology. And
this time most of the company established network toward for a good communication
networking.
We all very well know that rural area consumer Purchasing power is very low. There is some
major reason to behind it. To solve this type of Problem Company provide very reasonable price
to provide recharge voucher in rural areas.
And we all know that this time mobile set are very much cheap. So every rural consumer
purchasing power are very getting very strong. in the current period . So we can say that this time
rural area and rural areas technology developing very much way
.
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11. OBJECTIVE OF STUDY
This study aimed to achieve the following objectives:
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12. • To study the perception of rural consumers towards various mobile phone network
service providers
• To identify the factors influencing the selection of mobile phone network service provider
by rural consumer
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13. RESEARCH METHODOLOGY
The Study
13

14. To analyze the consumer behavior of rural consumer for selection of a mobile phone service
providing company
The Sample
The sample size of the study will be 120 respondents those who are the rural consumers using
different to mobile phone services
The Tools
Data collection- Self designed questionnaire will be used for collecting the data from the
customers.
Data Analysis – Appropriate statistical tools will be used for analyzing the collected data
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15. REFERENCE
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16. • Bhatia .T.K.(2000): “Advertising in Rural India: Language, Marketing communication
,and consumerism” Tokyo press,Tokyo,Japan
• Velayudhan , S.K. ( 2002 ) Rural Marketing ,Targeting the Non Urban Consumer
.Response books sage Publications, New Delhi .
• Venkatesh , G.(sep 2004 ) “Technology, Innovation and Rural Development” IIBM
Management Review Zhang,X and Fan, a new approach and evidence from rural India
“American Journal of Agricultural economics .86 (2) (May 2004 ) : 492-501
• By P seo, C Ranganathan Y Badad.. Telecom communication Policy 2008 volume 32
Issue 3-4 Pg:182-196 the level of model of consumer retention in the us mobile
communication service market available from www.linkinghub.elsevier.com
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