BUSINESS RESEARCH METHODS

PROJECT
Synopsis and Review of Literature
Topic- Consumer Preferences of Mobile Phones Service
Providers in India

Submitted byShashank Kapoor SMBA 14057

Arcchit Mathur SMBA 14079
Shreyansh Pandey SMBA 14060
Sumit Ahuja SMBA 14065
Parineeta Singh SMBA 14042

Topic: Consumer Preferences of Mobile Phones Service Providers in

India with context to Bharti Airtel
Reason behind choosing this topicFor this research project we have chosen this topic to know about the ongoing trend in the
Indian market in choosing the service provider for the mobile phones, what factors customers
look into, at what price they want services, preferred services, new schemes and also
examining the competition and what market share different service providers have in India.

SummaryIn this research we will have an overview of Indian service provider market will look into
their market share what market share an individual commands and why. Consumer
preferences will be examined on the basis of many factors which helps in deciding consumer
buying behaviour i.e. services offered, prices, connectivity, brand name, new schemes,
advertisements, innovation etc. We will be analysing the already done researches to support
our research and facts.

Objectives

To have an overview of rising competition in Mobile service provider industry in India

To do analysis of market competition between Airtel and other service providers on a specific
region on basis of present users, prospected users and already captured market or market
share.

To analyse why Airtel is Market leader on basis of already researched data.

To analyse why consumer prefer Airtel on basis of services offered, price, brand, advertising
and availability.

Review of Literature1) Journal of technology management and innovation- Received Dec4 2010/Accepted
feb1 2011- J.Tecnol Manag. Innov2011.vol 6. Issue 1Service Quality and Customers Preference of Cellular Mobile Service Providers
By Rajkumar Paulrajan and Harish Rajkumar
ABSTRACTA research study was conducted with an objective to understand the Indian consumers
perception choice in selecting cellular mobile telecommunication service providers.
Consumers perception is widely varied in accordance with the Communication quality, call
service, facilities, price, customer care and service providers attributes. A structured
questionnaire was developed to collect the required primary data from the consumers.
Collected data were analysed, reliability and factor analysis were carried out. The outcome of
this research shows a comprehensively integrated framework to understand the relationships
among several dimensions. The study shows communication and price were most influential
and most preferential factors in selecting telecommunication service provider. However,
product quality and availability has a significant impact on consumer perception choice in
selecting cellular mobile service provider.

2) Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 23195614 Volume 2, No.6, June 2013 - Study on Customer Satisfaction towards Cellular Service
with Special Reference to Aircel at Mannargudi Town.
R. Buvaneswari, PhD Research Scholar, Srimad Andavan Arts & Science College, Trichy.
Dr.R.Prakash Babu, Associate Professor, AVVM Sri Pushpam College, Poondi, Thanjavur.
ABSTRACTTelecommunications companies also talk of their customers being their most important
assets, just like companies in other business domains. The customers of telecom services like
cellular telephony, all moving ahead with times and have started buying cellular services just
like daily household items such as tooth paste. Therefore it is necessary in todays business
scenario to understand the fact that the idea of customers being a companys most important
assets is not just a management theory, but is a very crucial economic fact. As the cellular
industry in India is one of the fastest growing sectors, it is important and interesting to
explore the drivers of customer satisfaction in this industry.
The development of marketing is evolutionary rather than revolutionary. There is no single
answer to the question of what is marketing? It may be explained in brief as Marketing is
what a marketer does. From the study on this report it is seen that after the launch of Aircel
cellular service in Mannargudi Town the subscription by the people is satisfactory and is
steady increasing. The company has wider scope in the market of cellular service by
extending its value added services, according to preference of the respondents.

3) ASMs International E-Journal of Ongoing Research in Management and ITe-ISSN2320-0065

Customer preferences towards various mobile service providers
Madhuri Ajit Chaudhari ASMs IIBR, Pimpri Asst. Professor
Sachin Ashok Ambekar ASMs IIBR, Pimpri Asst. Professor
ABSTRACT
Since last few years booming revolution had made in Information Technology sector has
pushed the Indias telecom market significantly. India has shown higher growth in past few
years in terms of cellular services. Past 25 year ago customer prefer the wire line services.
Because at that time, telecommunication industry has not done much innovation in wireless
services. And company not is possible to give many services to consumer as compare to wire
line services. From past few years consumers prefer wireless mode of telephone services to
wire line services. Since past few years telecommunication industry made vast improvement
on cell phone device and now today life cell phone is necessary. Government and Private
Companys run local and long distance telephone services. There are many companys
provided mobile services like as Airtel, Reliance comm. , Vodafone, Idea cellular and
BSNL/MTNL etc. There are many smaller players, with operations in only a few states.
Customer prefer any one mobile services, which is given better services and less calling rate
as per her perception . This study conducted, to know exactly customer requirement about
service provider, also study on factor influencing for decision making process.

4) Consumer Preferences for Mobile Service Providers: An Empirical Study in Bardoli

IJMT Volume 2, Issue 8 ISSN: 2249-1058. August 2012
Chintan Shah Assistant Professor, B. V. Patel Institute of Business management, Computer &
Information technology.

ABSTRACT
Huge competitions, advancement in technology and reduced tariff have propelled the growth
of mobile services in India. In the last five years, the industry has made tremendous growth in
terms of subscriber base. Today, cell phones have become indispensable for people and
moved beyond their fundamental role of communication. They have become a major source
for gaming, getting information, shopping, banking, entertainment and much more. Since the
Indian Mobile Service Provider (MSP) market is overcrowded, customers have many choices
of MSPs. Nowadays; customers have become smarter and consider various factors before
choosing an MSP. Therefore, it is really important and beneficial for the marketers of MSPs
to understand and analyze the preferences of customers. By using factors analysis, this paper
highlights the factor considered by the customers to shape their preference for MSP. Further,
the study evaluates the impact of motivators on subscription decision for a particular service
operator, and gives a guideline to the marketers of MSPs to increase their subscriber base.

5) A Study on Consumer Switching Behaviour in Cellular Service Provider: A Study with

reference to Chennai, Far East Journal of Psychology and Business Vol. 2 No 2, February 2011
M.Sathish
PSG Institute of Management (PSG College of Technology), Coimbatore
K.Santhosh Kumar
Priyadarshini Engineering College, Vaniyambadi-Vellore
K.J.Naveen, V.Jeevanantham
PSG Institute of Management (PSG College of Technology), Coimbatore
ABSTRACT
Indian mobile market is one of the fastest growing markets and is forecasted to reach 868.47 million
users by 2013. India has seen rapid increase in the number of players which caused the tariff rates to
hit an all-time low. This allowed the players to target the low income population thereby increasing
the market share. The availability of a number of subscriber options for consumers and varied tariff
rates of each player, lead the consumers to switch between service providers. The objectives of the
study are to find the factors that influence the consumers in switching the service provider and to
delve into finding out the likeliness of switching the service provider. The type of research used for
this study is descriptive research design. The area covered under this study was Chennai due to
availability of well mixed population base in Tamil Nadu. A well-structured questionnaire was
designed and administered to collect samples across Chennai. Due to high population and need for
variety of respondents, Cluster Sampling method was chosen. The sample size was 112. The variables
considered for the study are Consumer demographics, Consumer satisfaction with existing service
provider, Factors influencing the switching behaviour and factors that affect the switching behaviour
of consumers and these were grouped into 4 categories namely customer service, service problems,
usage cost and others. The results from the study reveal that call rates plays the most important role in
switching the service provider followed by network coverage, value added service and customer care
while advertisement plays the least important role. It is found that there is a relation between
switching the service provider and the factors (customer service, service problem, usage cost, etc.).
After analysing the findings of the study, we propose that the mobile providers concentrate on
increasing network stability and setting tariff rates competitively.