Behavioural Analysis of Consumers Towards Selection ofMobile Network Service in Asansol-Durgapur Industrial Region

Abstract

Mobile phones have become a part of our daily life. India has the second-largest telecom network in the world. Mobile based Internet is a key component of Indian Internet usage, with seven out of eight users accessing Internet from their mobile phones. In present scenario, it has become very important to analyse the dynamics of consumer behaviour in the telecom industry, as the industry has got ample opportunity to grow in near future also. This analysis may be vital for different companies, in order to improve and modify their existing marketing model. This study aims to gain knowledge about key factors that influence consumer behaviour in telecommunication sector. Keeping this in mind, the paper aims to study whether the mobile phone consumers are price conscious or rendered for good network & service. In this study, we have conducted our survey from retail outlets to common consumers within various age groups as well as various income groups in Asansol-Durgapur industrial region (a selective industrial area) of West Bengal. The survey period was from July 2015 to December 2015 (six months). The intention of our research is to know how the Indian telecom network & service providing companies satisfy the consumers and also to get a clear idea about the satisfaction levels, trends and what modification/improvement they would like to bring in their marketing strategy to fulfill Indian telecom consumers real demand.

Keywords: Jamming, Net-charge, Teledensity, Reliability

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