13489869 a study of consumers preference and satisfaction towards various cell phone service...

8/14/2019 13489869 a Study of Consumers Preference and Satisfaction Towards Various Cell Phone Service Provides (1)

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A STUDY OF CONSUMERS PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELL PHONESERVICE PROVIDES

SUKUMAR M.Com., M.Phil., PGDCA COIMBATORE, TAMILNADU, INDIA

CHAPTER I INTRODUCTIONConsumer A consumer is an individual who purchase or has the capacity to purchasegoods and services offered for sale by marketing institutions in order to satisfy

personal or household needs, wants or desires. According to a statement made byMahatma Gandhi, consumer refers to the following, A consumer is the mostimportant visitor on our premises. He is not dependent on us. We are dependent onhim. He is not an outsider to our business. He is part of it. We are not doing hima favour by serving him. He is doing us a favour by giving us an opportunity to doso. So consumer is like the blood of our business and also a satisfied customeris a word of mouth advertisement of a product / services. 1.1. CONSUMERSATISFACTION Every human being is a consumer of different produces. If there is noconsumer, there is no business. Therefore, consumer satisfaction is very importantto every business person. According to Philip Kotler consumer satisfaction isdefined on, personal feeling of pleasure resulting from comparing a productspursued performance in relation to his /her expectations. Consumer attitudemeasurements are taken on either potential buries or existing clients buries in

order to identify their characteristics. Why should the competent market engineerconduct consumer research? Consumers surverys can provide the researcher with awealth of information, valuable of the marketing function. 32


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Detailed information regarding the customer in a market will provide the basicplatform for all marketing decisions. Marketing decision maker needs descriptiveinformation about the total potential unit and dollar sales in each segment.

Perhaps the most important one is that a seller need to be aware of the relevantobjective and need of consumer and how their objectives might best be served bythe products. MARKET The term market is derived from Latin Word Mercatus, whichmeans to trade that is purchasing and selling of goods. It also meansmerchandise truthic place of business. According to Pyle, Market includes bothplace and region in which buyers and sellers or in free competition with oneanother. MARKETING Marketing includes all the impacts involved in the exchangeprocess of transferring the possession and ownership of goods or services from theproducer to the ultimate consumers.

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MARKETING FORMULA a. The foremost step is business aims at profit. b. For profitmaking he can sell the products. c. For selling the product he should createcustomers. d. For creating the customers, customers needs of preferences to be

identified and satisfied. e. To satisfy the customers new product to be produced.Marketing is trying to learn, Who buy the products or services? How do they buy? When do they buy? Where do they buy? Why do they buy? How often they buy? It is otherwise called understand and predict human actions in theirbuying role. A marketer is act as consumers while them purchasing any goods/services, and try to market that product to an ultimate consumer. So, marketingis starts with consumer and ends with consumer. So, todays market is called onconsumer market. It can be defined on, All the individuals and households who buygoods and services for personal consumption.

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So, the consumer satisfaction is get more importance in the marketing functions.1.2. Importance of consumer satisfaction The needs to satisfy customer for successin any commercial enterprise is very obvious. The income of all commercial

enterprise is derived from the payments received for the products and servicessupplied to its customers. If there is no customer there is no income and there isno business. Then the core activity of any company is to attract and retaincustomers. It is therefore no surprise that Peter Drucker the renowned managementGuru, has said to satisfy the customers is the mission and purpose of everybusiness. Satisfaction of customer is essential for retention of customers andfor continuous sales of the products and services of the company to customers.This establishes the needs for and the importance of customer satisfaction. Thesatisfaction of consumers is different from one to another. Became, each consumerhas the different behaviour in their life. So, the marketer satisfy the consumer,he must very well know the behaviour of consumer.

1.4.Consumer behaviour: The term consumer behaviour may be defined as the

behaviour that consumer displays in searching for purchasing, using, evaluating,producing, services and ideas which they expect will satisfy their needs. In otherwords, It is a study of physiological, social, physical, behaviours of allpotential customer as they become aware of evaluation, purchase and consumptionand tell other about products and services.

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The study of consumer behaviour is the study of how individuals make divisions tospend their resources like money, energy, time, etc. on consumption of products.

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1.5.Objectives of the study: To study the evaluation of cell phones with particular reference to India. To ascertain the attributer which influenced the customers in selecting a particular cell phone services provider. To study the

consumers satisfaction towards different cell phone service providers inCoimbatore city. To assess the problems faced by the cell phone users in Coimbatore city. To offer valuable suggestions to improve the services of cell phones in Coimbatore city. 1.6.Need of the study: Exchange of information becomesthe necessity of life to a common man. In the modern world an individual tends tocommunicate anything to everything right from the place where he/she stands. Evenwhile riding vehicle he / she wants communicate within a fraction of second atquick speed with clear voice, without any disturbance. Like line crossing, out oforder, etc. most of which lack in the connection given by the department of tele-communication. Cell phones emerges as a boon quench such a thirst, the byproviding facilities, which a common man cannot imagine. Though cell phoneindustry has its origin in the recent past and the growth has been excellent. Dayby day many new competitors enter the market with new attractive schemes, provide

additional facilities, add new features to existing ones, reduce the charges herincoming and outgoing calls, introduce varieties of handsets, models a healthycompetition that benefits the subscribers. Hence in this context, it is importantto study the functioning of cellular phone services and the utilization of theirservices by the telephones. 37


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1.7.Scope of study: The present study is contained to Coimbatore and it is decidedto consider Airtel, Aircel and etc. cell phone service rendered to the customers.In Coimbatore there are various cellular services available. Sack as Airtel,

Aircel and etc. but the cellular services has been selected to study theconsumers satisfaction in it is the most popular private cellular services. Themain objectives of this study is to analyze the customers satisfaction andproblems, faced by Airtel, Aircel, etc., cellular services in Coimbatore city hasbeen taken for the current research work. 1.8.Statement of problem: In our countrythe growth of service marketing especially mobile phone industry is still in itsinfancy stage, as compared to the industrially advanced countries. It is for thefact that the economy of our country has been in the developing stage. There arevarious mobile phones services providers in our country and they are playing anessential role in fulfilling the needs of the customers. Now-a-days, the customersare more dynamic. Their taste, needs and preference can the changing as percurrent scenario. Hence the development of cellular industry mainly depends on thecustomer satisfaction. However the following questions may arise regarding

customer satisfaction. 1. Does the cell industry satisfy the socialresponsibility? 2. What are all expectations by the customers regarding serviceprovided by the cell phone service provider? 3. Whether the service provided bycell phone industry is satisfying the customers? 4. Are the facilities availableadequate to satisfy the customers? 38


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CHAPTER IIREVIEW OF LITERATURE A brief literature would be of immense help to the researcherin gaining insight into selected problem. The researcher would gain good

background knowledge of the problem by reviewing certain studies. A reference tothese entire studies will be related in the contest of the shaping the presentstudy. Samuval, in his study found that most of the respondents consider, size,quality, price, instrument servicing are an important factors for selecting thehandset of majority of the respondents are satisfied over the payment system,quality of services, coverage area, and attending the complaints. 1. Samuvel,customer satisfaction for cellular services, a study with a referacne to BPL andAircel mobile phones and services, an unpublished M.Phil., dissertation,submitted to Bharathiar university, Coimbatore, December 2002. Sree Nandhini, inher study shows that 88.3% of the respondents are cell phone helps that to dealbusiness matter confidently and effectively. This study shows that attitude of therespondents using cell phones was not influenced by either education or occupationand income. 2. Sree nandhini, an investigation of user perception and altitude to

cellular phone in Coimbatore, an unpublished submitted to Bharathiar university,December, 2001. P. Adhavan (2003), in his study existing customer relation foundthat the dealers service regarding Aircel cellular is highly satisfactory.Hutchisons managing director Asim and Ghosh 2005 says in the article,Telecommunication telecommunication is such a huge sector and it is so easy tobe reduced by its different ponts, but thankfully we were 4. Asin Glosh,telecommunication business world 27th January 2003. 39


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CHAPTER III RESEARCH METHODOLOGYSearch of knowledge. A careful investigation or enquiry. A systematic effort togain new knowledge. Those are called an Research Research is a movement of

knowledge from known to unknown from the available place to the required place.According to Clifford wode, Defining and re-defining problems formulating thehypothesis or jusested solutions. Collecting, organizing and evaluating data.Making detections and reaching conclusions to determine whether fit theformulating the hypothesis The Purpose of research to find out solutions to theproblem, which has not been discovered by anybody. 3.1. Research methods: Thosemethods which are used by the researcher during the course of studying areresearch problem are termed on research methods. 3.2. Research methodology: Theresearch methodology, not only the research methods are but also consider thelogic behind the methods. They are in the contest of our research studied. Andexplain why we are using a particular method or techniques and we are not usingothers.

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Descriptive research design: In includes surveys, and facts finding enquires ofdifferent kinds. The manor purpose of descriptive research is description of stateof affairs on it exists at present. The main character of this method is that the

researcher has no control threw over the variables. He can report what has happenor what is happening. Nature of data: In this study primary data are used.Collection of data: The data were collected from the respondents through thedistribution of questionnaire. Area of the study: This study covers Coimbatorecity only. Sample size: The sample size of this study is 104. Tools for analysis:Along with the usual statistical tools such as tables, percentages, bar charts,chi-squire test we sued for analyzing the data and arriving at the conclusion.

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Hypothesis of the study; On the basis of review of previous studies and on thebasis of observation made during our collection of data, the following nullhypothesis was formed. There is no significant association between persona

variables such as age, gender, educational qualifications, monthly income, maritalstatus, size of the family and their awareness level of consumers and differentcell phone services providers. 3.3. Limitations of the study: Though the detailedinvestigation is made in the present study, uit has got the following limitations.1. This study is restricted only to the Coimbatore city. So, the results may notbe applicable to other areas. 2. This study is based on the prevailing customerssatisfaction. But the customers satisfaction may change according to time,fashion, technology, development, etc. 3. As per the population of the study ishuge, the researcher has taken only 100 sample respondents from each serviceproviders.

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CHAPTER IV INTRODUCTION OF INDUSTRY4.1. EVALUATION OF CELLULAR PHONES The basis concept of cellular phones began in1947, when researchers looked at crude mobile (car) phones and realized that by

using small cells (range of service area) with frequency reuse could increase thetraffic capacity of mobile phones substantially, however, the technology to do itwas nonexistent. Anything to do with broadcasting and sending a radio ortelevision message out over the airwaves comes under a Federal CommunicationsCommission (FCC) regulation that a cellular phone is actually a type of twowayradio. In 1947, AT & T proposed that the FCC allocate a large number of radiospectrum frequencies so that wide-spread mobile phone service could becomefeasible and AT & T would have a incentive to research the new technology. We canpartially blame the FCC for the gap between the concept of Cellular phone serviceand its availability to the public. Because of the FCC decision to limit thecellular phone frequencies in 1947, only twenty three cellular phone conversationcould occur simultaneously in the same service area not a market incentive forresearch. The FCC reconsidered its position in 1968, and stated if the technology

to build a better mobile phone service works, we will increase the cellular phonefrequencies allocation, freeing the airwaves for more mobile phones. AT & T Bell Labs proposed a cellular phone system to the FCC of many small, low-poweredbroadcast towers, each covering a cell a few miles I radius, collectivelycovering a larger are. Each tower would use only a few of the total frequenciesallocated to the cellular phone system, and as cars moved across the area theircellular phones cells would be passed form tower to tower. 43


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INDIVIDUAL Inventors and Mobile Phone Patents Dr. martin cooper for Motorola.US03906166 09 / 16 / 1975 Radio telephone system Martin Cooper, Richard W.Dronsuth,; Albert J. Mikulski, Charles N. Lynk Jr., James J. Mikulsk, John F.

Mitchell, Roy A. Richardson, John H.Sangster Related class Patents Related tocellular phone patents and cordless Phones, 64 patents listed. By 1977, AT&T BellLabs constructed and operated a prototype cellular phone system. A year later,public trials of the new cellular phone system were started in Chicago, IL withover 2000 trial cellular phone customers. In 1979, the first commercial cellularphone system began operation in Tokyo. In 1981, Motorola and American Radio phonestarted a second U.S. cellular radio-phone system test in the Washington/Baltimorearea. By 1982, the slow moving FCC finally authorized commercial cellular phoneservice for the USA. A year later, the first American commercial for analogcellular phone service or AMPS (Advanced Mobile Phone Service) was offered inChicago, IL by Ameritech.

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Despite the incredible demand, it took cellular phone service 37 years to becomecommercially available in the United States. Consumer demand quickly outstrippedthe cellular phone system's 1982 standards, by 1987, cellular phone subscribers

exceeded one million, and the airways were crowded. Three ways of improvingservices existed:

one - increase cellular phone frequencies allocation two - split existing cellularphone cells three - improve the cellular phone technology The FCC did not want tohandout any more bandwidth and

building/splitting cells would have been expensive and add bulk to the cellularphone network. To stimulate the growth of new cellular phone technology, the FCCdeclared in 1987 that cellular phone licensees may employ alternative cellularphone technologies in the 800 MHz band. The cellular phone industry began toresearch new transmission technology as an alternative.

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4.2. ANALYSIS OF MOBILE COMMUNICATION SPREAD AND ITS IMPLICATIONS IN INDIA Historyof Cellular Telephony in India Initially Department of Telecommunications (DoT)was the only monopoly operator in the country. Telecommunication sector was

recognized by the Government of India as one of the few basic infrastructuresectors for the country. Under the Government policy of economic liberalization,privatization and competition in India, private sectors have been allowed to enterthe public telecommunication field (where Government was a monopoly). In 1992telecommunication sector in India was liberalized to bridge the gap throughgovernment spending and to provide additional resources for the nations telecomtarget. The objective of the reform was making the telecommunications within thereach of all, thereby achieving universal service, covering all villages andbringing the telecommunication services to the world standard, while protectingthe defense and security needs of the country. In 1993 the telecom industry got anannual foreign investment of Rs 20.6 million. In 1994 license for providingcellular mobile services was granted by the Government of India for theMetropolitan cites of Delhi, Mumbai, Kolkata and Chennai. Initially Cellular

mobile services were duopoly (i.e. not more than two cellular mobile operatorscould be licensed in each telecom circle), under a fixed license fee. In 1995,government opened up 19 more telecom circles and issued mobile licenses. Toregulate and settle disputes Telecom Regulatory Authority of India was set up in1997 and in 1999 National Telecom Policy was announced by the Government of India.In order to speed up the development of the telecom sector, all telecom serviceswere opened up for private sector participation. 46


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Unrestricted entry is allowed in the basic services, national and internationallong distance service, in global mobile personal communication by satellite(GMPCS) service, VSAT and Public Mobile Radio Trunked Service (PMRTS). All telecom

sectors under DoT was handed over to new public Sector Undertaking viz, BharatSanchar Nigam Limited (BSNL) which was registered under Companys Act in 1stOctober 2005.BSNL covers the entire country except Delhi and Mumbai Metros whichare under Mahanagar Telephone Nigam Limited (MTNL). Major Service providers inIndia Two different technologies are deployed by the mobile operators in Indianamely GSM and CDMA.The GSM service providers are Bharthi, BSNL, Hutch, IDEA,Aircel, Reliance, Spice, MTNL and BPL, whereas the CDMA service providers areTATA, HFCl, Shyam, and Reliance. Figure 1 shows the market share of each serviceprovider in India. Indias mobile market is dominated by foreign companies forhigh end telecom equipments, handsets, transmission equipments etc., Nokia,Samsung, and Motorola are the three important vendors for handsets. Other vendorswho have their share in this market are L.G, Alcatel, Sony Ericsson, Siemens,National Panasonic, Philips, Mitsubishi, and Sagem.

MOBILE SUBSCRIBER STATISTICS

Recently, mobile phone connections in India have crossed the 100million mark,which means over nine in 100 Indians have a phone. Adding on to this benevolentand happy information, telecom companies are anticipating the number will nearlytreble in the next two years. According to a survey, by 2006, the cellularnetworks are expected to cover 3,50,000 (out of 6,07,000) villages, covering 450million people. 47


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Market Share of both mobile and wire line Service Providers in India GSMSubscribers The cumulative All India GSM subscriber base rose to 72.12 million inApril 2006 from 69.19 million in March 2006 which is a growth of 4.23% for a month

under review. Table I shows the subscribers growth rate for one month along withmarket share of each provider with coverage CDMA Mobile Subscribers The totalcumulative all India CDMA subscriber base rose by 0.97 million from 23.25 millionin March 2006 to 24.22 million in April 2006, representing a growth of 4.2% in themonth under review. A summary picture of the company wise performance is given inTable II.

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4.3. TELECOM IN RURAL INDIA India has an urban population of about 26.8% and ruralpopulation is about 73.2%. And there are over 600,000 villages in India. But avast section of the rural sector is still cut off from the benefits of telecom

services. GSM SUBSCRIBERS GROWTH RATE No of Subscribers Company Bharthi BSNL HutchIDEA Aircel Reliance Spice MTNL BPL Total (in millions) March 2006 April 200619.57 20.68 17.16 17.59 15.36 16.06 7.37 7.64 20.61 2.83 1.90 2.01 1.93 1.98 1.942.02 1.34 1.31 69.19 72.12 Percentage of Market Share 28.7% 24.4% 22.3% 10.6% 3.9%2.8% 2.7% 2.8% 1.8% 100% Service Areas 23 21 16 11 7 8 2. 2 1

The rural population of around 700 million is waiting for its share of economicgrowth. Initially the big telephone companies focused only on urban centers, whichthey felt were more profitable. However, this mindset is gradually changing withthe realization that there is equal, if not bigger money in rural areas.

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CDMA SUBSCRIBERS GROWTH RATE No of Subscribers Company Reliance TATA HFCl ShyamTotal (in millions) March 2006 April 2006 18.307 18.809 4.851 0.062 0.027 69.195.323 0.062 0.028 72.12 Percentage of Market Share 77.65% 21.98% 0.26% 0.11% 100%

Service Areas 20 20 1 1

It is estimated that a one per cent increase in rural connectivity can generate0.5 per cent economic growth. Thus a well-planned 10 per cent increase in ruralconnectivity can propel India into double-digit growth and unprecedentedprosperity. 4.4. ECONOMIC BENEFITS OF MOBILE SERVICES IN INDIA According to astudy conducted by the reputed international agency, Ovum on The economicbenefits of mobile services in India the Indian mobile industry is a majorcontributor to the social and economic growth of the country, in terms ofemployment generation, revenues to the Government, GDP growth and ruraldevelopment. Employment Because of the mobile industry about 3.6 million jobscould be generated directly or indirectly. Ovum has also estimated that employment

dependent on the industry is expected to rise by at least 30% over the next 12months. 50


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Government Revenues The Government can generate Rs.145 billion per annum throughLicense Fees, Spectrum Fees, Import Duties, Taxes, etc. from Mobile industry. GDPThe mobile services industry can generate an annual GDP contribution of Rs. 313

billion. Rural Development Research shows that having access to telecommunicationswould substantially improve the social and economic conditions of people living inrural areas by improving access to family, education, health and financialservices and by enabling the development of non-agricultural economic activity.Government has set a target of 20% for rural mobile coverage by the end of 2004and 75% by the end of 2006. Taking the OVUM findings as the base, COAI has triedto estimate the benefits from mobile communications for the future years. Thebenefits listed by OVUM are for a subs base of 48 million in January 2005. Pro-rating the data on a simplistic estimate at a mobile subscriber base of 200million in 2007, the industry would contribute 10 million jobs and Rs.500 billionannual revenue to the Government. 4.5. FUTURE OF MOBILE COMMUNICATION IN INDIAIndia initially started with GSM technology for mobile communication. Being atechnology neutral country, India later allowed for CDMA technology also. Now

2.75G EDGE technologies has been implemented and used. BSNL has got license forbringing 3G into operation. Trials are being conducted for 3G implementation inthe four metropolitan cities of India. Commercial 3G will be started by March2007. 51


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With the dwindling revenues of the operators from the data and voice there is aneed to look at newer applications to fuel growth of the telcos.TV on Mobile hasemerged as a solid and potent answer to this consumer yearning. South Korea,

China, South Africa, Australia and Europe have seen this need and have acted uponthe same by implementing TV on Mobile. India is around the corner forimplementation of similar technology for the benefit of consumers, operators,content providers and Government. It promises to be a USD 1 billion industry by2010, if roadmaps are created and implemented properly. 4.6. DETAILS ABOUT SERVICEPROVIDERS: 4.6.1. Aircel: Aircel is now a period part of Maxis, an internationalconglomerate and the leading cellular service provider in Malaysiya with over 7million subscribers and a firm commitment to providing seamless connectivity anssuperior technology to every customer. A recipient of multiplicity accolades,maxis has been deemed as the brand of the year 2006 in Malaysia. Aircel is rapidlyspreading across the state of Tamilnadu with connectivity in 1000 towns and 11,000villages, serving, serving over 50 lakh happy subscribers. Known for its superiortariff offering and cutting-edge technology, aircel has recently been honoured as

the No.1 operator across a metor circles for customer satisfaction by Voice andData magazines survey in 2006. Currently, aircel has a marked presence in theNorth and North East circles of the country including Rest of West Bengal, Orissa,Sikkim, Manipur, Jammu and Kashmir, Himachal Pradesh and Bihar.

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4.6.2. Bharti Airtel: Telecom giant Bharti Airtel is the flagship company ofBharti Enterprises. The Bharti Group has a diverse business portfolio and hascreated global brands in the telecommunication sector. Bharti has recently forayed

into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for thecash & carry business. It has successfully launched an international venture withEL Rothschild Group to export fresh agri products exclusively to markets in Europeand USA and has launched Bharti AXA Life Insurance Company Ltd under a jointventure with AXA, world leader in financial protection and wealth management.Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and thefirst private telecom services provider with a footprint in all the 23 telecomcircles. Bharti Airtel since its inception has been at the forefront of technologyand has steered the course of the telecom sector in the country with its worldclass products and services. The businesses at Bharti Airtel have been structuredinto three individual strategic business units (SBUs) - Mobile Services, AirtelTelemedia Services & Enterprise Services. The mobile business provides mobile &fixed wireless services using GSM technology across 23 telecom circles while the

Airtel Telemedia Services business offers broadband & telephone services in 94cities. The Enterprise services provide end-to-end telecom solutions to corporatecustomers and national & international long distance services to carriers. Allthese services are provided under the Airtel brand. 4.6.3. BSNL Bharat SancharNigam Ltd. formed in October, 2000, is Worlds 7th largest TelecommunicationsCompany providing comprehensive range of telecom services in India: Wireline, CDMAmobile, GSM Mobile, Internet, 53


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Broadband, Carrier service, MPLS-VPN, VSAT, VolP services, IN Services etc. Withina span of five years it has become one of the largest public sector unit in India.BSNL has installed Quality Telecom Network in the country and now focusing on

improving it, expanding the network, introducing new telecom services with ICTapplications in villages and wining customers confidence. Today, it has about47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 millionGSM capacity, more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations,480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts,7330 cities/towns and 5:5 Lakhs villages. BSNL is the only service provider,making focused efforts and planned initiatives to bridge the Rural-Urban DigitalDivide ICT sector. Infact there is no telecom operator in the country to beat itsreach with its wide network giving services in every nook and corner of countryand operates across India except Delhi and Mumbai. Whether it is inaccessibleareas of Siachen glacier and North-eastern region of the country. BSNL serves itscustomers with its wie bouquet of telecom services. BSNL is number one operator ofIndia in all services in its license area. The company offers vide ranging and

most transparent tariff schemes designed to suite every customer. BSNL cellularservice, Cellone, has more than 17.8 million cellular customers, garnering 24percent of all mobile users as its subscribers. That means that almost everyfourth mobile user in the country has a BSNL connection. In basic services, BSNLis miles ahead of its rivals, with 35.1 million basic phone subscribers, that is,85 percent share of the subscriber base and 92 percent share in revenue terms.BSNL has more than 2.5 million WLL subscribers and 2.4 million internet customerswho access internet through various modes namely, Dial-Up, Leased Line, DIAS,Account Less Internet (CLI). BSNL has been adjudged as the number one ISP in thecountry. 54


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BSNL has set up a world class multi-gigabit, multi-protocol convergent IPinfrastructure that provides convergent services like voice, data and videothrough the same Backbone and Broadband Access Network. At present there are 0.6

million Data One broadband customers. The company has vast experience in Planning,Installation, network integrating and maintenance of Switching and TransmissionNetworks and also has a world class ISO 9000 certified telecom training institute.Scaling new heights of success, the present turnover of BSNL is more thanRs.351,820 million (US $8 billion) with net profit to the tune of Rs.99,390million (US $2.26 billion) for last financial year. The infrastructure asset ontelephone alone is worth about Rs.630,000 million (US $14.37 billion). BSNL plansto expand its customer base from present 47 million lines to 125 million lines byDecember 2007 and infrastructure investment plan to the tune of Rs.733 crores (US$16.67 million). 4.6.4. RELIANCE The late Dhirubhai Ambani dreamt of a digitalIndia an India where the common man would have access to affordable means ofinformation and communication. Dhirubhai, who single-handedly built Indiaslargest private sector company virtually from scratch, had stated as early as

1999:Make the tools of information and communication available to people at anaffordable cost. They will overcome the handicaps of illiteracy and lack ofmobility. It was with this belief in mind that Reliance Communications (formerlyReliance Infocomm) started laying 60,000 route kilometers of a pan-India fiberoptic backbone. This backbone was commissioned on 28 December 2002, the auspiciousoccasion of Dhirubhais 70th birthday, though sadly after his unexpected demise on6th July 2002.

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Reliance Communications has a reliable, high-capacity, integrated (both wirelessand wireline) and convergent (voice, data and video) digital network. It iscapable of delivering a range of services spanning the entire infocomm

(information communication) value chain, including infrastructure and services for enterprises as well as individuals, applications, and consulting. Today,Reliance Communications is revolutionizing the way India communicates andnetworks, truly bringing about a new way of life. 4.6.5. TATA TELESEVICES TataTeleservices is part of the INR Rs.120000 Crore (US$ 29 billion) Tata Group, thathas over 87 companies, over 330,000 employees and more than 2.8 millionshareholders. With a committed investment of INR 36,000 Crore (US$ 7.5 billion) inTelecom (FY 2006), the group has a formidable presence across the telecom valuechain. Starting with the major acquisition of Hughes Tele.com (India) Limited [nowrenamed Tata Teleservices (Maharastra) Limited] in December 2002 the company swunginto an expansion mode. With the total investment of Rs.19,924 crore, TataTeleservices has created a pan India presence spread across 20 circles thatincludes Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharastra, Mumbai,

Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, UttarPradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.Tata Teleservices has a strong workforce of 6000. In addition, TTSL has createdmore than 20,000 jobs, which will include 10,000 indirect jobs through outsourcingof its manpower needs.

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Today, Tata Teleservices Limited along with Tata Teleservices (Maharastra) Limitedserves over 21 million customers in over 4000 towns. With an ambitious rolloutplan both within existing circles and across new circles, Tata Teleservices offers

world-class technology and user-friendly services in 20 circles. 4.6.6. TTMLORGANIZATION Tata Teleservices Maharastra Limited (TTML) spearheads the TataGroups presence in the Indian telecom sector by being the premiertelecommunication service provider, licensed, to provide services in Maharastra(including Mumbai) and Goa. Formerly Hughes Tele.com (India) ltd., the company wasrenamed to Tata Teleservices Maharashtra Ltd subsequent to the acquisition of70.83% equity shareholding by TATA Group in December 2002. The companys sharesare traded on the Bombay Stock Exchange (BSE) and the National Stock Exchange(NSE). Tata communications Ltd. unites the industry and market expertise VSNL,VSNL international, Teleglobe, Tata Indicom Enterprise Business Unit, VGSL andCIPRIS to become the leading integrated provider of telecommunications solutions.The global reach and industry expertise of Tata communications drives and deliversa new world of communications. The company leverages its Tata Global Network,

vertical intelligence and leadership immerging markets to deliver value-driven,globally managed solutions. 4.6.7. Vodafone: Vodafone, the worlds leadinginternational mobile communications company, has fully arrived in India brand willbe lunched in India from 21st September onwards. The popular and endearing brand,Hutch, will be transitioned to Vodafone across India. This marks a significantchapter in the 57


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evolutic brand change over the next few weeks will be unveiled nationally througha high profile campaign covering all important media. Vodafone, the worldsleading mobile telecommunication company, completed the acquisition of Hutchison

Essar in May 2007. Asim Ghosh, managing director, Vodafone Essar, said We havehad a great innings as Hutch in India and today marks a new begin that createdHutch, but an acceleration into the future with Vodafones global expertise.. theVodafone mission is to be the communications leader in an increasingly connectedworld enriching customers lives, helping increased by delivering their totalcommunication needs. About Vodafone Essar Limited: Vodafone Essar in India is asubsidiary of Vodafone Group plc and commenced operations in 1994 when itspredecessor Hutchison tele Vodafone essar now has operations in 16 circlescovering 86% of Indias mobile customer base, with over 34.1 million customers.Over the year, Vodafone Essar, under the hutch brand, has been named the MostRespected Telecom Company, the Best Mobile sender effective advertiser of theyear. Vodafone is the worlds leading international mobile communications company.It now has operation network with over 200 million customers worldwide. Vodafone

has partnered with the Essar Group as its principal joint venture partner. TheEssar Group is a diversified business corporation with interests spanning themanufacturing and service sectors like steel, energy, construction. The group hasan asset base of over Rs.400 billion and employer over 20,000 people.

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4.7. CONCLUSION India has one of the worlds largest telecommunication network.The telecom story continues to be the best evidence of the efficacy of the reformsprocess. In just six years, the number of mobile subscribers has gone from just

about one million to 100 million, a subscriber base that only four other countriesChina, the US, Japan and Russia can boast of. None can doubt the correlationbetween this explosive growth in numbers and the steep decline in the cost of themobile phone and of its usage. Effective tariffs have dropped from over Rs.14 aminute to Re 1, bringing the phone within reach of people even below the middle-class. The Government may have, therefore, landed itself a winner in the mobilephone, but the task of taking telecom to the other 90 per cent of the populationwill call for even greater innovation in policymaking, technology and marketing.Still three-fourths of the land mass is not illuminated by a cellular signal andthe price of the instrument is beyond the reach of a substantial section of thepopulation let alone the charges for its use. These issues, of course, can beresolved by decisive policy action, such as a creative use of the UniversalServices Obligation fund that now has over Rs.70 billion, releasing adequate

spectrum to operators in the metros, and a proactive investment policy thatinvites many more equipment manufacturers to set up base in this country. The roadfor India achieving the top most position in telecommunication is no longer adream as India is nearing China in all aspects in few years India will over powerall countries and achieve its target of top most position in telecom industry.

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CHAPTER V ANALYSIS AND INTERPRETATION 5.1. INTRODUCTION: This chapter is allocatedfor analysis and interpretation of data. The analysis of consumer satisfactiondone by percentage analysis and chi-square test

TABLE NO.-1CONSUMER PREFERENCE TOWARDS CELL PHONE SERVICE PROVIDERS NAME OF THE CELL PHONESERVICE PROVIDER NUMBER OF RESPONDENTS 23 53 4 8 3 12 0 104 PERCENTAGE OFRESPONDENTS 22.12 50.96 3.85 7.69 2.88 11.54 0 100

S.NO

1 AIRCEL 2 AIRTEL 3 BSNL 4 RELIANCE 5 TATA INDICOM 6 VODAFONE 7 OTHERS TOTALINFERENCE:

Most of the respondents are using Airtel (50.96%) and 22.12% of respondents areusing Aircel. Others are used different cell phone service providers.

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TABLE NO: 2 Consumers preference towards cell phone service providers on thebasis of age groupUPTO 20 YEARS S.N O NAME OF THE CELL PHONE SERVICE PROVIDER 21 - 30 YEARS 31 - 40

YEARS 41 AMD ABOVE TOTAL

NO. OF RESPONDENT S

PERCENTAG E OF RESPONDENT S

NO. OF RESPONDENT S


NO. OF RESPONDENT S


NO. OF RESPONDENT S


NO. OF RESPONDENT S

PERCENTAGE OF RESPONDENT S

1 2 3 4 5 6 7

AIRCEL AIRTEL BSNL RELIANCE TATA INDICOM VODAFONE OTHERS TOTAL

5 15 1 0 0 4 0 25

20.00 60.00 4.00 0.00 0.00 16.00 0 100

12 33 2 5 3 9 0 64

18.75 51.56 3.13 7.81 4.69 12.50 0 100

4 1 0 0 0 0 0 5

80 20 0 0 0 0 0 100

2 4 1 3 0 0 0 10

20 40 10 30 0 0 0 100

23 53 4 8 3 13 0 104

22.11 50.96 3.84 7.69 2.88 12.50 0 100

INFERENCE: Among respondents upto 20 years of age group, majority of them (i.e. 60%) are using airtel folllowed by aircel users(20%). Consumers in the age group of 21 30 years 51% of respondents are mostly prefer airtel (ie 51%) and 18% ofthe respondents are using Aircel. 80% of customers are using Aircel, who are in


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the age group of 31 40 years. 41 and above 40% of the respondents are using Airtel and 30% of respondents are using Reliance. 62


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TABLE NO: 3 COMPOSITION OF RESPONDENTS ON THE BASIS OF MARITAL STATUS

S.NO

MARITAL STATUS

NUMBER OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

1 2

MARRIED UNMARRIED TOTAL

30 74 104

28.85 71.15 100

INFERENCE: The married respondents are using cell phones in 28.85%, but theunmarried respondents are using cell phones in 71%.

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TABLE NO: 4 COMPOSITION OF RESPONDENTS ON THE BASIS OF EDUCATION QUALIFICATION

S.NO

EDUCATIONAL NUMBER OF QUALIFICATION RESPONDENTS

PERCENTAGE OF RESPONDENTS 30.77 62.50 6.73 0.00 100

1 2 3 4

UP TO HSC GRADUATION PROFESSIONAL OTHERS TOTAL

32 65 7 0 104

INFERENCE: The majority of the respondents 62.50% (graduates) are using cellphones and 30.77% (upto HSC) respondents are using cell phones.

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TABLE NO: 5 COMPOSITION OF RESPONDENTS ON THE BASIS OF OCCUPATION PERCENTAGE OFRESPONDENTS 15.38 1.92 31.73 7.69 42.31 0.96 100

S.NO

OCCUPATION


1 2 3 4 5 6

BUSINESS PROFESSIONAL EMPLOYEE HOME MAKER STUDENT OTHERS TOTAL

16 2 33 8 44 1 104

INFERENCE: The students are using cell phones in 42% and the employees are sing

cell phones in 31.73% only.

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TABLE NO: 6 COMPOSITION OF RESPONDENTS ON THE BASIS OF FAMILY INCOME (PER MONTH)FAMILY INCOME LESS THAN Rs.5,000 Rs.5,001 TO 10,000 Rs.10,001 TO 15,000 ABOVE15,000 TOTAL NUMBER OF RESPONDENTS 32 48 12 12 104 PERCENTAGE OF RESPONDENTS 30.77

46.15 11.54 11.54 100

S.NO

1 2 3 4

INFERENCE: 46% of respondents are get monthly income of Rs.5,000 Rs.10,000, and30% of respondents are get monthly income as less than Rs.5,000.

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TABLE NO: 7 TABLE SHOWING VARIOUS FACTORS INDUCING TO PURCHASE THE CELL PHONESPERCENTAGE OF RESPONDENTS 40.38 1.92 4.81 37.50 3.85 5.77 5.77 100

S.NO

INFLUENCING FACTOR FAMILY MEMBER NEIGHBORS RELATIONS FRIENDS ADVERTISEMENT DEALERSOTHERS TOTAL

NUMBER OF RESPONDENTS 42 2 5 39 4 6 6 104

1 2 3 4 5 6 7

INFERENCE: On the basis of purchasing the cell phones 40% of the respondents areinducing by family members, and 5.77% of respondents are only inducing by dealersand others.

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TABLE NO: 8 COMPOSITION OF RESPONDENTS ON THE BASIS OF PURPOSE OF PURCHASE OF THECELL PHONES NUMBER OF RESPONDENTS 15 89 104 PERCENTAGE OF RESPONDENTS 14.42 85.58100

S.NO

PURPOSE FOR BUSINESS FOR PERSONAL TOTAL

1 2

INFERENCE: 15% of respondents are using cell phones for their business, and 89% ofrespondents are using cell phones for their personal usage.

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TABLE NO. : 9Consumers preference towards cell phone service provider on the basis of scheme

Prepaid s. no Service providers No. of respondents 22 45 2 7 1 9 0 86 Percentageof Respondents 21.15 43.26 1.92 6.73 0.97 8.65 0

Post paid No. of respondents 1 8 2 1 2 4 0 18 Percentage of Respondents 0.97 7.701.92 0.97 1.92 3.85 0 No. of respondents 23 53 4 8 3 13 0 104

Total Percentage of Respondents 22.12 50.96 3.85 7.69 2.88 12.50 0 100

1. 2. 3. 4. 5. 6. 7.

Aircel Airtel BSNL Reliance Tata indicom Vodafone Others Total

INFERENCE: In prepaid, majority of the respondents are using Airtel (43.26%),

21.15% of the respondents using Aircel, 1% of the respondents are only using Tataindicom. In post paid, majority of the respondents 7.70% are using Airtel, and0.97% of respondents are using Reliance and Aircel. 76


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TABLE NO: 10 COMPOSITION OF RESPONDENTS ON THE BASIS OF USEFULNESS OF CELL PHONESPERCENTAGE OF RESPONDENTS 17.31 1.92 75.00 5.77 100

S.NO

USAGE


1 2 3 4

INCOMING OUTGOING BOTH SMS TOTAL

18 2 78 6 104

INFERENCE: 75% of the respondents are using cell phones for incoming and outgoing,

but 5.77% of respondents are only using cell phones for SMS.

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TABLE NO: 12INFLUENCING FACTORS TO PURCHASE THE CELL PHONE (ANOTHER VIEW)

S.NO

FACTORS

NUMBER OF RESPONDENT S 13 48 11 8 17 7 104

PERCENTAGE OF RESPONDENT S 12.50 46.15 10.58 7.69 16.35 6.73 100

1 2 3 4 5 6

DEPOSIT AMOUNT BRAND IMAGE AVAILABILITY CREDIT FACILITY FOR CONNECTION CUSTOMERCARE SERVICE SERVICE CHARGES TOTAL

INFERENCE: 48.15% of respondents are purchasing the particular service by itsbrand image, and 16.35% of respondents are choosing the particular serviceprovider by their customer care service.

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TABLE NO: 13CONSUMERS SATISFACTION LEVEL ON THE BASIS OF PRICE OF THE CELL PHONE PROVIDERSNAME OF THE CELL PHONE SERVICE PROVIDER AIRCEL AIRTEL BSNL RELIANCE TATA INDICOM

VODAFONE OTHERS TOTAL HIGHLY SATISFACTORY NO. OF RESPONDENTS PERCENTAGE OFRESPONDENTS 15.38 69.23 0.00 0.00 0.00 15.38 0.00 100 SATISFACTORY NO. OFRESPONDENTS PERCENTAGE OF RESPONDENTS 21.42 50.00 4.29 10.00 4.29 10.00 0.00 100NON-SATISFACTORY NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS 50.00 0.00 12.5012.50 0.00 25.00 0.00 100 TOTAL NO. OF RESPONDENTS 23 53 4 8 3 13 0 104 PERCENTAGEOF RESPONDENTS

S.NO

1 2 3 4 5 6 7

4 18 0 0 0 4 0 26

15 35 3 7 3 7 0 70

4 0 1 1 0 2 0 8

22.12 50.96 3.85 7.69 2.88 12.50 0100

INFERENCE: 69% of the resondnets are highly satisfied for the price of Airtelservice provider and 15 % of respondents are only highly satisfied for the priceof Aircel and Vodafone. 50% of the respondents are satisfied (average) for theprice of the Airtel, and 4% of the respondents are satisfied (average) for theprice of BSNL and Tata indicom. 50% of respondents are dissatisfied for the priceof the Aircel, and no percentage of respondents for the price of Airtel and Tata

indicom.

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TABLE NO: 14CONSUMERS SATISFACTION LEVEL ON THE BASIS OF PERFORMANCE OF SERVICE PROVIDER

S.N O

NAME OF THE CELL PHONE SERVIC E PROVID ERAIRCEL AIRTEL BSNL RELIANC E TATA INDICOM VODAFO NE OTHERS TOTAL

HIGHLY SATISFACTORYPERCENTA GE OF RESPONDEN TS

SATISFACTORYPERCENT AGE OF RESPOND ENTS

NON-SATISFACTORYPERCENTA GE OF RESPONDEN TS

TOTALPERCENTA GE OF RESPONDEN TS

NO. OF RESPONDEN TS

NO. OF RESPONDEN TS

NO. OF RESPONDENT S

NO. OF RESPONDEN TS

1 2 3 4 5 6 7

5 19 0 0 1 5 0 30

16.67 63.33 0.00 0.00 3.33 16.67 0.00 100

16 31 4 5 1 7 0 64

26.67 51.66 0.00 8.33 1.67 11.67 0 100

2 3 0 3 1 1 0 10

20.00 30.00 0.00 30.00 10.00 10.00 0.00 100

23 53 4 8 3 13 0 104

22.12 50.96 3.85 7.69 2.88 12.50 0100

INFERENCE: 63% of respondents are highly satisfied for the performance of Airtelservice Provider, and 3.33% of respondents are only highly satisfied for theperformance of Tata indicom. 51.66% of respondents are satisfied (average) for theperformance of Airtel service provider and 1.67 % of respondents only satisfied(average) for the Tata indicom service. No% of respondents are dissatisfied inBSNL service. 86


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TABLE NO: 15CONSUMERS SATISFACTION LEVEL ON THE BASIS OF AFTER SALES SERVICE OF THE SERVICEPROVIDER

NAME OF THE CELL PHONE SERVICE PROVIDER AIRCEL AIRTEL BSNL RELIANCE TATA INDICOMVODAFONE OTHERS TOTAL HIGHLY SATISFACTORY NO. OF RESPONDENTS PERCENTAGE OFRESPONDENTS 14.28 61.90 2.38 0.00 2.38 19.04 0 100 SATISFACTORY NO. OF RESPONDENTSPERCENTAGE OF RESPONDENTS 31.11 44.44 4.44 15.55 0.00 4.44 0.00 100 NON-SATISFACTORY NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS 17.65 41.18 5.88 5.8811.76 17.65 0.00 100 TOTAL NO. OF RESPONDENTS 23 53 4 8 3 13 0 104 PERCENTAGE OFRESPONDENTS

6 26 1 0 1 8 0 42

14 20 2 7 0 2 0 45

3 7 1 1 2 3 0 17

22.12 50.96 3.85 7.69 2.88 12.50 0100

INFERENCE: Majority of the respondents (61.90%) are highly satisfied about aftersales service and Airtel and no% of respondents are highly satisfied about theafter sales service of Reliance. 44.44% and 31.11% of respondents are satisfied(average) about after sales service of Airtel and Aircel. 41% of respondents aredissatisfied about after sales service of Airtel and 5.8% of respondents are onlydissatisfied about the after sales service of BSNL and Reliance.

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TABLE NO: 16CONSUMERS SATISFACTION LEVEL ON THE BASIS OF SCHEMES AT THE TIME OF PURCHASINGTHE PARTICULAR CELL PHONE SERVICE PROVIDER NAME OF THE CELL PHONE SERVICE PROVIDER

AIRCEL AIRTEL BSNL RELIANCE TATA INDICOM VODAFONE OTHERS TOTAL HIGHLY SATISFACTORYNO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS 26.64 53.33 0.00 3.33 0.00 16.67 0.00100 SATISFACTORY NO. OF RESPONDENTS 13 33 4 3 2 8 0 63 PERCENTAGE OF RESPONDENTS20.63 52.38 6.35 4.76 3.17 12.70 0.00 100 NON-SATISFACTORY NO. OF RESPONDENTS 2 40 4 1 0 0 11 PERCENTAGE OF RESPONDENTS 18.18 36.36 0.00 36.36 9.09 0.00 0.00 100TOTAL NO. OF RESPONDENTS 23 53 4 8 3 13 0 104 PERCENTAGE OF RESPONDENTS

S.N O

1 2 3 4 5 6 7

8 16 0 1 0 4 0 30

22.12 50.96 3.85 7.69 2.88 12.50 0100

INFERENCE: 53.33% of respondents are highly satisfied about the schemes at thetime of purchasing the Airtel and no% of respondents are highly satisfied aboutthe schemes at the time of purchasing the BSNL and Tata indicom. 52.38% of therespondents are satisfied (average) about the schemes of the time of purchasingAirtel. And 3% of the respondents are only satisfied (average) about the schemesat the time of purchasing Tata indicom. No% of respondents are dissatisfied aboutthe schemes at the time of purchasing of BSNL and Vodafone and 36% of respondentsare dissatisfied at the time of purchasing the Airtel. 90


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TABLE NO: 18 CONSUMERS SATISFACTION LEVEL ON THE BASIS OF OUTGOING CALL CHARGESOF SERVICE PROVIDERS NAME OF THE CELL PHONE SERVICE PROVIDE R AIRCEL AIRTEL BSNLRELIANCE TATA INDICOM VODAFON E OTHERS TOTAL HIGHLY SATISFACTORY NO. OF RESPONDENT

S 8 15 1 2 0 5 0 31 PERCENTAG E OF RESPONDENT S 25.81 48.39 3.23 6.45 0.00 16.120.00 100 SATISFACTORY NO. OF RESPONDENT S 9 27 1 2 1 5 0 45 PERCENTAG E OFRESPONDENT S 20.00 60.00 2.22 4.44 2.22 11.11 0.00 100 NON-SATISFACTORY NO. OFRESPONDENT S 6 11 2 4 2 3 0 28 PERCENTAG E OF RESPONDENT S 21.43 39.29 7.14 14.297.14 10.71 0.00 100 TOTAL NO. OF RESPONDENT S 23 53 4 8 3 13 0 104 PERCENTAGE OFRESPONDENT S

S.N O

1 2 3 4 5 6 7

22.12 50.96 3.85 7.69 2.88 12.50 0100

INFERENCE: On the basis of outging call charges, 48% of Airtel respondents arehighly satisfied and no% of respondents are satisfied for the outgoing callcharges and Tata indicom. 60% of respondents are satisfied (average) about theoutgoing call charges of airtel and 2% of respondents only satisfied (average) inBSNL and Tata indicoms outgoing call charges. 39.2% of respondents aredissatisfied about the outgoing call charges of Airtel, 7% of the respondents areonly dissatisfied about the outgoing call charges of BSNL and Tata indicom. 94


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TABLE NO: 18 CONSUMERS ATTITUDE TOWARDS THE IMPORTANCE OF CELL PHONES PERCENTAGEOF RESPONDENTS 64.42 15.38 8.65 11.54 100

S.NO

NATURE


1 NECESSITY 2 STATUS 3 LUXURY 4 COMPULSION TOTAL

67 16 9 12 104

INFERENCE: 67% of the respondents are states that cell phones are necessity, and9% of respondents are only states that cell phones are luxury.

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CALCULATION OF SATISFACTORY SCORESThe Respondents were asked to state their level of Satisfaction relating to somefactors. Based on their responses the satisfaction score obtained by each

respondent was found out. Points or scores were allocated based on the response.For each of the factor three levels of satisfaction were assigned namely high,medium and low. For high satisfied three points were given, for satisfied two andfor not satisfied one point was given. The total scores secured by each respondentwas thus arrived at. All the hundred respondents were classified based on theirlevel of satisfaction. Those who have obtained up to 20 points were classifiedunder low satisfaction category, Respondents with 21 30 points were classifiedunder medium satisfaction category and those with more than 30 points wereclassified under high satisfaction category.

NUMBER OF RESPONDENTS AND LEVEL OF SATISFACTION LEVEL OF SATISFACTION HIGHSATISFACTION MEDIUM SATISFACTION LOW SATISFACTION TOTAL NO. OF RESPONDENTS 33 5017 100

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CHI-SQUARE TEST Chi-square test is one of the simplest and most widely usednonparametric tests in statistical work. This test was first used by Karl Pearsonin the year 1900. The quantity describes the magnitude of the discrepancy between

theory and observation.

It is a method to test the relationship between the theoretical (hypothesis) & theobserved value.

Chi square test (X2) = (O E)2 / E Degrees Of Freedom = V = (R 1) (C -1)Were, O = Observed Frequency E = Expected Frequency R = Number of Rows C =Number of Columns

For all the chi-square test the table value has taken @ 5% level of significance.

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TABLE NO. 5.1 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN AGE AND SATISFACTIONWITH REGARDING THE CELL PHONE SERVICE PROVIDERAGE UPTO 20 21 - 30 31 - 40 ABOVE 40 TOTAL LEVEL OF SATISFACTION HIGH MODERATE LOW

2 22 1 15 36 13 0 5 0 1 6 3 18 69 17 TOTAL 25 64 5 10 104

H O:

There is no significant relationship between age and level of satisfaction.

H1:

There is significant relationship between age and level of satisfactionO 2 15 0 1 22 36 5 6 1 13 0 3 E 4.50 11.52 0.90 1.80 17.25 44.16 3.45 6.90 4.2510.88 0.85 1.70 TOTAL O-E -2.50 3.48 -0.90 -0.80 4.75 -8.16 1.55 -0.90 -3.25 2.12-0.85 1.30 (O-E)2 6.25 12.11 0.81 0.64 22.56 66.59 2.40 0.81 10.56 4.49 0.72 1.69(O-E)2/E 1.39 1.05 0.90 0.36 1.31 1.51 0.70 0.12 2.49 0.41 0.85 0.99 11.07

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X2 = (O-E)2 / E =

1.59

Number of degree of freedom: ndf = (row-1) (column 1) (1) = 2 (2)

Table value of x2 at 5% level of significant = 5.99 Conclusion:

HO is accepted since the calculated value of x2 (1.59) less than the table valueof x2 (5.99) hence there is no significant relationship between level ofsatisfaction and gender.

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TABLE NO. 5.3 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN MARITAL STATUS ANDSATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

MARITAL STATUS MARRIED UNMARRIED TOTAL

LEVEL OF SATISFACTION HIGH 7 11 18 MODERATE 17 52 69 LOW 6 11 17

TOTAL 30 74 104

HO: There is no significant relationship between marital status and level ofsatisfaction. H1: There is significant relationship between marital status andlevel of satisfaction

O 7 11 17 52 6 11

E 5.40 13.32 20.70 51.06 5.10 12.58 TOTAL

O-E 1.60 -2.32 -3.70 0.94 0.90 -1.58

(O-E)2 2.56 5.38 13.69 0.88 0.81 2.50

(O-E)2/E 0.47 0.40 0.66 0.02 0.16 0.20 1.91

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X2 = (O-E)2 / E =

1.91



HO is accepted since the calculated value of x2 (1.91) less than the table valueof x2 (5.99) hence there is no significant relationship between level ofsatisfaction and marital status.

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TABLE NO. 5.4 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN EDUCATIONALQUALIFICATION AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

EDUCATIONAL QUALIFICATION UP TO HSC GRADUATE PROFESSIONAL OTHERS TOTAL

LEVEL OF SATISFACTION HIGH MODERATE LOW 6 4 18 9 6 36 2 1 8 1 6 7 18 17 69

TOTAL 28 51 11 14 104

HO: There is no significant relationship between educational qualification andlevel of satisfaction. H1: There is significant relationship between educational

qualification and level of satisfactionO 6 9 2 1 4 6 1 6 18 36 8 7 E 5.04 9.18 1.98 2.52 4.76 8.67 1.87 2.38 19.32 35.197.59 9.66 TOTAL O-E 0.96 -0.18 0.02 -1.52 -0.76 -2.67 -0.87 3.62 -1.32 0.81 0.41-2.66 (O-E)2 0.92 0.03 0.00 2.31 0.58 7.13 0.76 13.10 1.74 0.66 0.17 7.08 (O-E)2/E

0.18 0.00 0.00 0.92 0.12 0.82 0.40 5.51 0.09 0.02 0.02 0.73 8.09

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TABLE NO. 5.5 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN OCCUPATION ANDSATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDEROCCUPATION BUSINESS PROFESSIONAL EMPLOYEE HOME MAKER STUDENT OTHERS TOTAL LEVEL OF

SATISFACTION HIGH MODERATE LOW 3 9 4 0 2 0 5 20 8 2 5 1 8 32 4 0 1 0 18 69 17TOTAL 16 2 33 8 44 1 104

HO: There is no significant relationship between occupation and level ofsatisfaction. H1: There is significant relationship between occupation

and level of satisfactionO 3 0 5 2 8 9 2 20 5 32 4 0 8 1 4 E 2.88 0.36 5.94 1.44 7.92 11.04 1.38 22.77 5.5230.36 2.72 0.34 5.61 1.36 7.48 TOTAL O-E 0.12 -0.36 -0.94 0.56 0.08 -2.04 0.62-2.77 -0.52 1.64 1.28 -0.34 2.39 -0.36 -3.48 (O-E)2 0.01 0.13 0.88 0.31 0.01 4.160.38 7.67 0.27 2.69 1.64 0.12 5.71 0.13 12.11 (O-E)2/E 0.01 0.36 0.15 0.22 0.000.38 0.28 0.34 0.05 0.09 0.60 0.34 1.02 0.10 1.62 3.82

X2 = (O-E)2 / E =

3.82 81


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HO is accepted since the calculated value of x2 (3.82) less than the table valueof x2 (18.30) hence there is no significant relationship between level ofsatisfaction and occupation.

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TABLE NO. 5.6 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN MONTHLY INCOME ANDSATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

MONTHLY INCOME LESS THAN Rs.5000 Rs.5001 TO 10000 Rs.10001 TO 15000 ABOVE 15000TOTAL

LEVEL OF SATISFACTION HIGH MODERATE LOW 4 27 1 12 27 9 1 10 1 1 5 6 18 69 17

TOTAL 32 48 12 12 104

HO: There is no significant relationship between monthly income and level ofsatisfaction. H1: There is significant relationship between monthly income

and level of satisfaction

O 4 12 1 1 27 27 10 5 1 9 1 6

E 5.76 8.64 2.16 2.16 22.08 33.12 8.28 8.28 5.44 8.16 2.04 2.04 TOTAL

O-E -1.76 3.36 -1.16 -1.16 4.92 -6.12 1.72 -3.28 -4.44 0.84 -1.04 3.96

(O-E)2 3.10 11.29 1.35 1.35 24.21 37.45 2.96 10.76 19.71 0.71 1.08 15.68

(O-E)2/E 0.54 1.31 0.62 0.62 1.10 1.13 0.36 1.30 3.62 0.09 0.53 7.69 11.21

X2 = (O-E)2 / E =

11.21 83


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TABLE NO. 5.7CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE PROVIDERS AND SATISFACTION

SERVICE PROVIDERS AIRCEL AIRTEL BSNL RELIANCE TATA INDICOM VODAFONE OTHERS TOTAL

LEVEL OF SATISFACTION HIGH MODERATE LOW 3 18 2 12 36 5 0 3 1 0 4 4 0 1 2 3 6 3 0 10 18 69 17

TOTAL 23 53 4 8 3 12 1 104

HO: There is no significant relationship between service providers and level ofsatisfaction. H1: There is significant relationship between service providers

and level of satisfactionO 3 12 0 0 0 3 0 18 36 3 4 1 6 1 2 5 1 4 2 3 0 E 4.14 9.54 0.72 1.44 0.54 2.160.18 15.87 36.57 2.76 5.52 2.07 8.28 0.69 3.91 9.01 0.68 1.36 0.51 2.04 0.17 O-E

-1.14 2.46 -0.72 -1.44 -0.54 0.84 -0.18 2.13 -0.57 0.24 -1.52 -1.07 -2.28 0.31-1.91 -4.01 0.32 2.64 1.49 0.96 -0.17 TOTAL (O-E)2 1.30 6.05 0.52 2.07 0.29 0.710.03 4.54 0.32 0.06 2.31 1.14 5.20 0.10 3.65 16.08 0.10 6.97 2.22 0.92 0.03 (O-E)2/E 0.31 0.63 0.72 1.44 0.54 0.33 0.00 0.29 0.01 0.02 0.42 0.55 0.63 0.00 0.931.78 0.15 5.12 4.35 0.45 0.00 8.76

X2 = (O-E)2 / E =

8.76 85


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HO is accepted since the calculated value of x2 (8.76) less than the table valueof x2 (21.06) hence there is no significant relationship between level ofsatisfaction and service provider.

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TABLE NO. 5.8 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONEAND SATISFACTIONLEVEL OF SATISFACTION PURPOSE HIGH BUSINESS PERSONAL TOTAL 3 15 18 MODERATE 7 62

69 LOW 5 12 17 15 89 104 TOTAL

HO: There is no significant relationship between use of cell phone and level ofsatisfaction. H1: There is significant relationship between use of cell phone


O 3 15 7 62 5 12

E 2.70 16.02 10.35 61.41 2.55 15.13 TOTAL

O-E 0.30 -1.02 -3.35 0.59 2.45 -3.13

(O-E)2 0.09 1.04 11.22 0.35 6.00 9.80

(O-E)2/E 0.03 0.06 1.08 0.01 2.35 0.65 4.19

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X2 = (O-E)2 / E =

4.19



HO is accepted since the calculated value of x2 (4.19) less than the table valueof x2 (5.99) hence there is no significant relationship between level ofsatisfaction and use of cell phone.

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TABLE NO. 5.9 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONEAND SATISFACTION

TYPE OF CONNECTION POST PAID PREPAID TOTAL

LEVEL OF SATISFACTION HIGH 4 14 18 MODERATE 14 55 69 LOW 8 9 17

TOTAL 26 78 104

HO: There is no significant relationship between type of connection and level ofsatisfaction. H1: There is significant relationship between type of connection


O 4 14 14 55 8 9

E 4.68 14.04 17.94 53.82 4.42 13.26 TOTAL

O-E -0.68 -0.04 -3.94 1.18 3.58 -4.26

(O-E)2 0.46 0.00 15.52 1.39 12.82 18.15

(O-E)2/E 0.10 0.00 0.87 0.03 2.90 1.37 5.26

89


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X2 = (O-E)2 / E =

5.26



HO is accepted since the calculated value of x2 (5.26) less than the table valueof x2 (5.99) hence there is no significant relationship between level ofsatisfaction and type of connection.

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CHAPTER VI FINDINGS, SUGGESTIONS AND CONCLUSIONINTRODUCTION:This chapter is allocated to express the findings and conclusions in this study.

Statistical tools are applied to analyze the data. It includes the result of eachand every tables, charts and tests. FINDINGS FROM PERCENTAGE ANALYSIS: On the basis of consumer preference, majority of the peoples are preferred Airtel. On the basis of age group, most of the respondents (60%), are using Airtel, who arein the category of upto 20 years. On the basis of marital status mostly unmarried respondents are using cell phones than married respondents. On the basis of educational qualification, most of the graduates are using cell phones. On the basis of occupation, the students are only used cell phones in more level.On the basis of family income, 30% of the respondents are using cell phones, who

are all get family income of less than Rs.5,000. Majority of the peoples are buy the cell phones by influencing their family members.91


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3.8% of respondents are only influenced by advertisements. Majority of the peoples are using cell phones for personal usage. Majority of the peoples are using prepaid scheme. Majority of the peoples are using cell phones for both

incoming and outgoing. Less than 20% of the peoples are only less awarred about services provided by the services provider. Majority of the peoples are seeking brand image, for their service provider. Majority of the respondents are highly sa

13489869 a study of consumers preference and satisfaction towards various cell phone service...

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