Angamuthu, B (2016) Brand Preference towards Mobile Service Providers – An Empirical Investigation. A Journal of SREE SARASWATHI THYAGARAJA COLLEGE, Coimbatore Dist., Tamil Nadu, India, 5 (2). pp. 22-33.

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Abstract

India is witnessing major changes in the lifestyles of large section of the population. India is the second largest mobile subscription market in the world after China. In the beginning of the 21st Century, cell-phone use became a craze, a symbol of money and success. Nowadays even kids find it a necessity of life. Mobile phone subscription has increased substantially in India and it covers more than 75% of the Indian population. Understanding customers has become a big challenge to the Mobile Service Providers (MSPs), especially in the context of creating and managing a powerful brand. The present study investigates to identify the factors influencing subscribers' preferences for MSPs. This empirical assessment uses primary data collected through purposive sampling of 500 mobile phone subscribers.
A questionnaire, designed by the author,has been circulated in the Coimbatore District of Tamil Nadu State. This study
finds that one-third of the subscribers prefer Vodafone and or Airtel services. The Chi-square analysis reveals that
there is a significant association between preference of MSPs and respondents' characteristics such as age group, educational qualifications, occupational status and family income. There are also other six different factors which are also responsible for subscribers' preferences of MSPs.

Item Type: Article
Uncontrolled Keywords: Mobile Service Providers, Subscribers, Brand Preference
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 02 Mar 2022 08:42
Last Modified: 02 Mar 2022 08:42
URI: http://ir.psgcas.ac.in/id/eprint/522

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