To Map Customers Motivation in Buying a Mobile Connection and the Influences There Off

A Study on

To map customers’ motivation in buying a mobile connection and the influences there off. And Perception and satisfaction of Retailers in dealing with products of various mobile service providers.

Tamal Choudhury 142010108

PGDBM, Batch-6

Bharathidasan Institute of Management, Bangalore Campus March-May, 2009 Declaration

I hereby declare that that the dissertations titled ― To map customers’ motivation in buying a mobile connection and the influences there off and Perception and satisfaction of Retailers in dealing with products of various mobile service providers Have been done as project work during internship/summer training at Vodafone Essar East Ltd, Kolkata and it has not been submitted anywhere for any other award. Where ever I had made any references I have furnished the source of information and they have been acknowledged.

Tamal Choudhury

Kolkata PGDBM BATCH-06 March-May, 2009 Bharathidasan Institute of Management, Bangalore Campus

2 Certificate by the Institution Guide

This is to certify that the dissertation titled ― To map customers’ motivation in buying a mobile connection and the influences there off and Perception and satisfaction of Retailers in dealing with products of various mobile service providers Submitted by Tamal Choudhury is of his original research work. It does not form any part of any previous dissertation, thesis or report submitted to this University or any other University.

______Prof. Sharon S. Andrew PGP Chairperson Bharathidasan Institute of Management Bangalore Campus

3 Certificate by the Company Guide

This is to certify that the dissertation titled ― To map customers’ motivation in buying a mobile connection and the influences there off and Perception and satisfaction of Retailers in dealing with products of various mobile service providers Submitted by Tamal Choudhury is of his original research work. It does not form any part of any previous dissertation, thesis or report submitted to this University or any other University.

______Sri Anannya Choudhuri Sri Abhishek Roy

4 Acknowledgement

I am highly grateful to Sri Anannya Choudhuri, Manager, Prepaid Marketing, Vodafone Essar East pvt. Ltd., Kolkata, Sri Abhishek Roy, Assistant Manager, Marketing Operations, Vodafone Essar East pvt. Ltd., Kolkata and Prof Sharon S Andrew, PGP Chairperson, Bharathidasan Institute of Management, Bangalore Campus for their valuable guidance on the project. I am also thankful to the respondents who provided me their precious time and patience to give necessary information on the project.

Tamal Choudhury 142010108

Kolkata PGDBM BATCH-06 March-May, 2009 Bharathidasan Institute of Management, Bangalore Campus

5 Executive Summary

Cell phone industry of India has witnessed manifold growth in the last 7-8years. It has no longer been limited to the access of elite segment only. Mobile phone is now within the reach of even the daily wage earners and students. It has been a revolution and has bridged the rural-urban divide to a great extent.

There are quite a few private and public players in Indian telecom industry with intense competition among them. This has lead to extreme price war and rock bottom tariff. Customers also switch Mobile Service Provider (MSP) like anything with availability of SIMs at a very low price.

Thus customers’ motivation is a very important aspect to judge to be successful in the industry and increase market and revenue share.

Also innumerable retailers in the market play a very vital role in the success of a MSP by their pitching and tone for a particular company.

Research Subject (Separate for Kolkata and Rest of Bengal Circle)  Project (Part-I): To map customers’ motivation in buying a mobile connection and the influences there off.  Project (Part-II): Perception and satisfaction of Retailers in dealing with products of various mobile service providers.

6 Objectives of research  Understanding Customers’ motivating and influencing factors in choosing a mobile service provider.  Judging influence of external influencing agents like retailers pitching, circle of friends/ relatives, visibility, network/connectivity in choosing a new brand.

Important findings (Kolkata circle)  Apart from various bonus cards to reduce tariffs there are numerous other factors which influence customers.  Visibility of a MSP, hassle free activation process and easy availability of physical and e-recharge and bonus cards plays very important role in influencing a customer to choose a mobile connection.  Caller tunes, friends’ mobile connection and low cost handset provided by the company have very little influencing power.  Customers’ are inclined to have more lifetime SIMs.  Liking of retailers’ recommendation in buying a new mobile connection is dependent on gender. Infact female’s are more likely to go by retailers’ recommendation.  Though Vodafone is the top brand in terms of excellent network and brand pull, Smart and Aircel is coming up fast with various low tariffs  In the mind of the retailers, Airtel and Vodafone are firmly identified by the attributes of good network, customer satisfaction, brand pull and bringing new offers in decreasing influencing order. However Customer satisfaction is a less important attribute. But it can be concluded that retailers’ do not perceive Airtel and Vodafone having low call charges or good customer care services.

 BSNL and Smart is relatively represented by the attribute of low call charges. 7 Important findings (Rest of Bengal circle)  Mobile connections have increased dramatically even in the rural heart land.  Liking of retailers’ recommendation in buying a new mobile connection is dependent on age. Here older respondents are more likely to go with retailers’ recommendation in buying a mobile connection.  Customers’ are inclined to have more lifetime SIMs.  Liking for the mobile connection which the friends have is dependent on age. Youths are more influenced by friends circle in buying a mobile connection. It is also evident from the increasing number of mobile connection of Smart and Aircel among School-College goers which help them to talk unlimited at a very low tariff.  Hassle free activation process and easy availability of physical and e-recharge and bonus cards plays very important role in influencing a customer to choose a mobile connection.  RoB retailers’ perceive Vodafone as a brand having excellent network and responsive customer care service, but poor in call charges.  Vodafone also performs poor in terms of distributor support as single distributor often fails to reach the rural retailers and slow down activation process in terms of document submission.  Aircel is strongly represented by the attribute of bringing new offers, brand pull and call charges in Malda district. It is also very good in creating visibility in every corner of the district not only through ads and posters but also through mobile booths and public addressing system.

8 Table of Contents

Chapter 1 Introduction 17 1.1 Introduction 18 1.2 Research variables (Project part-I) 19 1.2.1 Dependent variables 19 1.2.2 Independent variables 19 1.2.3 Objectives of the research 19 1.3 Research variables (Project part-II) 20 1.3.1 Dependent variables 20 1.3.2 Independent variables 20 1.3.3 Objectives of the research 20

Chapter 2 Design of study 21 2.1 Introduction 22 2.2 Statement of the problem 22 2.3 Objectives 22 2.3.1 Primary objectives 22 2.3.2 secondary objectives 22 2.4 Hypothesis 23 2.5 Sample design (For Kolkata and Rest of Bengal Circle) 24 2.6 Data collection 24 2.7 Statistical design 24 2.8 Contribution of study 25 2.9 Limitation of study 25

Chapter 3 Profile 26 3.1 Industry Profile 27 3.1.1 Telecom Industry in India 27 3.1.2 Indian Cell Phone Industry and its use 29 3.1.3 Rural India Snaps Up Mobile Phones 31 3.2 Demographic profile of West Bengal 35 3.3 Respondent Profile 38 3.3.1 Gender profile of respondents ( Kolkata Circle, Project , Part-I) 38 3.3.2 Gender profile of respondents ( Rest of Bengal Circle, Project , Part- I) 39 3.3.3 Age profile of respondent ( Kolkata Circle, Project , Part-I) 40 3.3.4 Age profile of respondent ( Rest of Bengal Circle, Project , Part-I) 41 3.3.5 Education profile of respondents ( Kolkata Circle, Project , Part-I) 42 3.3.6 Education profile of respondents ( Rest of Bengal Circle, Project , Part-I) 43

Chapter 4 Analysis and Interpretation 44 9 4.a Project (Part-I): Kolkata Circle 45 4.a.1 Basic Analysis of Means and Percentages 45 4.a.1.1 Mobile Service Provider pattern 45 4.a.1.2 Mobile connection type 46 4.a.1.3 Means of responses value which measure influence of call rate towards customer motivation 47 4.a.1.4 Usage of various bonus cards in reducing call rates 48 4.a.1.5 Usage of only recharge cards including bonus card facility in reducing call rates 49 4.a.1.6 Usage of company provided low priced handsets with free lifetime SIM 50 4.a.1.7 Means of responses value which measure the influence of VAS and after sales service towards customer motivation 51 4.a.1.8 Liking of MSP giving good caller tunes 52 4.a.1.9 Liking of MSP giving important NEWS display 53 4.a.1.10 Liking of MSP which provides swift Customer Care Service 54 4.a.1.11 Liking of MSP for which the retailers can provide good after sales service 55 4.a.1.12 Liking of MSP which is honest and transparent in deducting balance for various VAS 56 4.a.1.13 Means of responses value which measure the external influencing factor towards customer motivation 57 4.a.1.14 Liking of MSP having good network/connectivity 58 4.a.1.15 Liking of easy availability of SIM card 59 4.a.1.16 Liking of easy hassle free activation process 60 4.a.1.17 Liking of retailers recommendation 61 4.a.1.18 Liking of information of new schemes through SMS 62 4.a.1.19 Liking of MSP which has more ads and posters 63 4.a.1.20 Liking of the MSP according to friends mobile connection 64 4.a.2 Correlation 65 4.a.2.1 Correlation among gender and call rates related variables 65 4.a.2.2 Correlation among gender and VAS related variables 66 4.a.2.3 Correlation among gender and external influencing factor related variables 67 4.a.2.4 Correlation among age and call rates related variables 68 4.a.2.5 Correlation among age and VAS related variables 69 4.a.2.6 Correlation among age and external influencing factor related variables 70 4.a.2.7 Correlation among education level and call rates related variables 71 4.a.2.8 Correlation among education level and VAS related variables 72 4.a.2.9 Correlation among education level and external influencing factor related variables 73 4.a.3 Cross tab and Chi-square 74 4.a.3.1 Gender and usage of various bonus cards in reducing call rates 74 10 4.a.3.2 Gender and usage of only recharge cards with bonus card facility in reducing call rates 76 4.a.3.3 Gender and liking of MSP giving good caller tunes 78 4.a.3.4 Gender and liking of important NEWS display 80 4.a.3.5 Gender and liking of MSP providing responsive and swift customer care service 82 4.a.3.6 Gender and liking of retailers’ recommendation in buying a new mobile connection 84 4.a.3.7 Gender and liking of information of new schemes through SMS 86 4.a.3.8 Gender and buying of the MSP having the most visibility through ads and posters 88 4.a.3.9 Gender and liking for the mobile connection which the friends have 90 4.a.3.10 Age and usage of various bonus cards in reducing call rates 92 4.a.3.11 Age and usage of only recharge cards with bonus card facility in reducing call rates 94 4.a.3.12 Age and liking for low priced handset provided by the MSP with free lifetime SIM 96 4.a.3.13 Gender and liking of MSP giving good caller tunes 98 4.a.3.14 Age and liking of important NEWS display 100 4.a.3.15 Age and liking of MSP providing responsive and swift customer care service 102 4.a.3.16 Age and liking of retailers’ recommendation in buying a new mobile connection 104 4.a.3.17 Age and liking of information of new schemes through SMS 106 4.a.3.18 Age and buying of the MSP having the most visibility through ads and posters 108 4.a.3.19 Age and liking for the mobile connection which the friends have 110 4.a.4 Factor Analysis 112 4.a.4.1 Factors explaining variables that influences a customer 112 4.a.4.2 Factors contributing towards influencing a customer in buying a mobile connection 113 4.b Project (Part-I): Rest of Bengal Circle 116 4.b.1 Basic Analysis of Means and Percentages 116 4.b.1.1 Mobile Service Provider pattern 116 4.b.1.2 Mobile connection type 117 4.b.1.3 Means of responses value which measure influence of call rate towards customer motivation 118 4.b.1.4 Usage of various bonus cards in reducing call rates 119 4.b.1.5 Usage of only recharge cards including bonus card facility in reducing call rates 120 4.b.1.6 Usage of company provided low priced handsets with free lifetime SIM 121

11 4.b.1.7 Means of responses value which measure the influence of VAS and after sales service towards customer motivation 122 4.b.1.8 Liking of MSP giving good caller tunes 123 4.b.1.9 Liking of MSP giving important NEWS display 124 4.b.1.10 Liking of MSP which provides swift Customer Care Service 125 4.b.1.11 Liking of MSP for which the retailers can provide good after sales service 126 4.b.1.12 Liking of MSP which is honest and transparent in deducting balance for various VAS 127 4.b.1.13 Means of responses value which measure the external influencing factor towards customer motivation 128 4.b.1.14 Liking of MSP having good network/connectivity 129 4.b.1.15 Liking of easy availability of SIM card 130 4.b.1.16 Liking of easy hassle free activation process 131 4.b.1.17 Liking of retailers recommendation 132 4.b.1.18 Liking of information of new schemes through SMS 133 4.b.1.19 Liking of MSP which has more ads and posters 134 4.b.1.20 Liking of the MSP according to friends mobile connection 135 4.b.2 Correlation 136 4.b.2.1 Correlation among gender and call rates related variables 136 4.b.2.2 Correlation among gender and VAS related variables 137 4.b.2.3 Correlation among gender and external influencing factor related variables 138 4.b.2.4 Correlation among age and call rates related variables 139 4.b.2.5 Correlation among age and VAS related variables 140 4.b.2.6 Correlation among age and external influencing factor related variables 141 4.b.2.7 Correlation among education level and call rates related variables 142 4.b.2.8 Correlation among education level and VAS related variables 143 4.b.2.9 Correlation among education level and external influencing factor related variables 144 4.b.3 Cross tab and Chi-square 146 4.b.3.1 Gender and usage of various bonus cards in reducing call rates 146 4.b.3.2 Gender and usage of only recharge cards with bonus card facility in reducing call rates 148 4.b.3.3 Gender and liking of MSP giving good caller tunes 150 4.b.3.4 Gender and liking of important NEWS display 152 4.b.3.5 Gender and liking of MSP providing responsive and swift customer care service 154 4.b.3.6 Gender and liking of retailers’ recommendation in buying a new mobile connection 156 4.b.3.7 Gender and liking of information of new schemes through SMS 158 4.b.3.8 Gender and buying of the MSP having the most visibility through ads and posters 160 12 4.b.3.9 Gender and liking for the mobile connection which the friends have 162 4.b.3.10 Age and usage of various bonus cards in reducing call rates 164 4.b.3.11 Age and usage of only recharge cards with bonus card facility in reducing call rates 166 4.b.3.12 Age and liking for low priced handset provided by the MSP with free lifetime SIM 168 4.b.3.13 Gender and liking of MSP giving good caller tunes 170 4.b.3.14 Age and liking of important NEWS display 172 4.b.3.15 Age and liking of MSP providing responsive and swift customer care service 174 4.b.3.16 Age and liking of retailers’ recommendation in buying a new mobile connection 176 4.b.3.17 Age and liking of information of new schemes through SMS 178 4.b.3.18 Age and buying of the MSP having the most visibility through ads and posters 180 4.b.3.19 Age and liking for the mobile connection which the friends have 182 4.b.4 Factor Analysis 184 4.b.4.1 Factors explaining variables that influences a customer 184 4.b.4.2 Factors contributing towards influencing a customer in buying a mobile connection 185 4.c Project (Part-II): Kolkata Circle 188 4.c.1 Perceptual mapping 188 4.c.2 Comparison of means 193 4.d Project (Part-II): Rest of Bengal Circle 195 4.d.1 Perceptual mapping 195 4.d.2 Comparison of means 200

Chapter 5 Findings of the Study 202 5.a Project (Part-I): Kolkata Circle 203 5.a.1 Demographic profile of respondents 203 5.a.2 Mobile Service Providers and type of mobile connection 203 5.a.3 Importance of call rates reducing agents in motivating customer 203 5.a.4 Importance of VAS and After Sales Service in motivating customer 204 5.a.5 Importance of external influencing factors in motivating customer 204 5.a.6 Association among gender and call rates related variables 205 5.a.7 Association among gender and VAS related variables 205 5.a.8 Association among gender and external influencing factor related variables 205 5.a.9 Association among age and call rates related variables 205 5.a.10 Association among age and VAS related variables 205 5.a.11 Association among age and external influencing factor related variables 205 5.a.12 Association among education level and call rates related variables 205 13 5.a.13 Association among education level and VAS related variables 205 5.a.14 Association among education level and external influencing factor related variables 206 5.a.15 Gender and usage of various bonus cards in reducing call rates 206 5.a.16 Gender and usage of only recharge cards with bonus card facility in reducing call rates 206 5.a.17 Gender and liking of MSP giving good caller tunes 206 5.a.18 Gender and liking of important NEWS display 206 5.a.19 Gender and liking of MSP providing responsive and swift customer care service 206 5.a.20 Gender and liking of retailers’ recommendation in buying a new mobile connection 207 5.a.21 Gender and liking of information of new schemes through SMS 207 5.a.22 Gender and buying of the MSP having the most visibility through ads and posters 207 5.a.23 Gender and liking for the mobile connection which the friends have 207 5.a.24 Age and usage of various bonus cards in reducing call rates 207 5.a.25 Age and usage of only recharge cards with bonus card facility in reducing call rates 207 5.a.26 Age and liking for low priced handset provided by the MSP with free lifetime SIM 208 5.a.27 Gender and liking of MSP giving good caller tunes 208 5.a.28 Age and liking of important NEWS display 208 5.a.29 Age and liking of MSP providing responsive and swift customer care service 208 5.a.30 Age and liking of retailers’ recommendation in buying a new mobile connection 208 5.a.31 Age and liking of information of new schemes through SMS 208 5.a.32 Age and buying of the MSP having the most visibility through ads and posters 209 5.a.33 Age and liking for the mobile connection which the friends have 209 5.a.34 Factors explaining variables that influences a customer 209 5.b Project (Part-I): Rest of Bengal Circle 211 5.b.1 Demographic profile of respondents 211 5.b.2 Mobile Service Providers and type of mobile connection 211 5.b.3 Importance of call rates reducing agents in motivating customer 211 5.b.4 Importance of VAS and After Sales Service in motivating customer 212 5.b.5 Importance of external influencing factors in motivating customer 212 5.b.6 Association among gender and call rates related variables 213 5.b.7 Association among gender and VAS related variables 213 5.b.8 Association among gender and external influencing factor related variables 213 5.b.9 Association among age and call rates related variables 213

14 5.b.10 Association among age and VAS related variables 213 5.b.11 Association among age and external influencing factor related variables 213 5.b.12 Association among education level and call rates related variables 214 5.b.13 Association among education level and VAS related variables 214 5.b.14 Association among education level and external influencing factor related variables 214 5.b.15 Gender and usage of various bonus cards in reducing call rates 214 5.b.16 Gender and usage of only recharge cards with bonus card facility in reducing call rates 215 5.b.17 Gender and liking of MSP giving good caller tunes 215 5.b.18 Gender and liking of important NEWS display 215 5.b.19 Gender and liking of MSP providing responsive and swift customer care service 215 5.b.20 Gender and liking of retailers’ recommendation in buying a new mobile connection 215 5.b.21 Gender and liking of information of new schemes through SMS 216 5.b.22 Gender and buying of the MSP having the most visibility through ads and posters 216 5.b.23 Gender and liking for the mobile connection which the friends have 216 5.b.24 Age and usage of various bonus cards in reducing call rates 216 5.b.25 Age and usage of only recharge cards with bonus card facility in reducing call rates 216 5.b.26 Age and liking for low priced handset provided by the MSP with free lifetime SIM 217 5.b.27 Gender and liking of MSP giving good caller tunes 217 5.b.28 Age and liking of important NEWS display 217 5.b.29 Age and liking of MSP providing responsive and swift customer care service 217 5.b.30 Age and liking of retailers’ recommendation in buying a new mobile connection 217 5.b.31 Age and liking of information of new schemes through SMS 218 5.b.32 Age and buying of the MSP having the most visibility through ads and posters 218 5.b.33 Age and liking for the mobile connection which the friends have 218 5.b.34 Factors explaining variables that influences a customer 218 5.c Project (Part-II): Kolkata Circle 220 5.c.1 Perception of retailers about MSP brands 221 5.c.2 Satisfaction level of the retailers’ on various MSP brands based on certain parameters 222 5.d Project (Part-II): Rest of Bengal Circle (Malda & Bongaon) 222 5.d.1 Perception of retailers about MSP brands 222 5.d.2 Satisfaction level of the retailers’ on various MSP brands based on certain parameters 223 15

Chapter 6 Suggestions 224 6.1 Suggestions in general 225 6.2 Suggestions in particular for Vodafone 226

Chapter 7 Conclusions 227

Appendix 229

16 Chapter 1

Introduction

1.1 Introduction

Indian Telecom Industry is growing at a very fast pace. In fact India is adding 80 million new mobile subscribers every month with rural India contributing a lot. Till now the number of mobile subscribers is

17 38 crore which is likely to increase to 73 crore by 2012. Hence there is a huge market potential in India. Apart from PSUs like BSNL and MTNL there are quite a few private mobile service providers operating in the field. The major private players are Airtel, Vodafone, Aircel, Reliance (both RIM and Smart) and TATA Indicom with new comers like Virgin mobile. Hence it is quite evident that the competition is cut throat in mobile telephony. Though Airtel is the Market leader in India, Vodafone has the largest market share in West Bengal (both Kolkata and Rest of Bengal Circle). A preliminary market survey has been made which has brought a few salient issues to the forefront.

A few of the important findings are:  The sale of different models of Vodafone Magic Box has not touched the expected level. Retailers’ pitching is an important component in wooing customers. The retailers who have good stock (12-20) are pitching it to the customers especially the students. Otherwise they are pitching Nokia arguing that Magic Box does not function well regarding connectivity after a few months.  Visibility of Vodafone in terms of Glow sign board, posters and fliers is excellent at some places of Kolkata and average at some places.  Vodafone is marginally ahead in new activation. But Airtel, Smart, BSNL & Aircel are catching up with new schemes to attract both low and high end users. Low call rate to other subscribers seems to be attracting new customers to Smart/BSNL/Aircel.  Retailers’ pitching seems to be an important factor in catching new customers and Vodafone is not getting the majority support.  Vodafone lacks the speed of introducing new schemes/products in the market which may turns to be a detrimental in both acquisition and retention.  Customer Care Service is needed to be more responsive and swift. Also there are instances of customer complaining about slow activation process of Vodafone.  Company visit to the retailers is very less which is turning out to be a discouraging factor for the retailers to pitch Vodafone.

Based on the above findings the project work has been divided into two parts for both Kolkata Circle and Rest of Bengal Circle being defined according to Vodafone, Kolkata.  Project (Part-I): To map customers’ motivation in buying a mobile connection and the influences there off.

18  Project (Part-II): Perception and satisfaction of Retailers in dealing with products of various mobile service providers. ** Kolkata Circle: Extensive area within Kolkata district and also a few parts of North 24 Paraganas and Hooghly. Survey areas- Esplanade, Park Street, Howrah-Salkia, Jadavpur, Sonarpur-Baruipur, Garia- Baghajatin, Uttarpara-Sreerampur, Dumdum-Laketown, Barasat, Kalyani-Kanchrapara, Amtala, Rajabajar-Phulbagan and Sealdah-College street. ** Rest of Bengal Circle: All other districts of West Bengal other than the above. Survey areas- Malda district and Habra-Bongaon.

1.2Research Variables ( Project Part-I) A market research to map customers’ motivation in buying a mobile connection and the influences there off. Here the variables can be classified below: 1.2.1 Dependent Variable Motivation of customers related to buying mobile connection. 1.2.2 Independent Variables  Call rates  External influencing factors like Network/ connectivity, Retailers pitching, Availability of recharge and bonus cards, Visibility, Reach of the products etc.  Value Added Services  After Sales Services 1.2.3 Objectives of the research

 Understanding Customers’ motivating and influencing agents in choosing a mobile service provider.  Judging influence of external influencing agents like retailers pitching, circle of friends/ relatives, visibility, network/connectivity in choosing a new brand.

1.3 Research Variables (Project Part-II) A market research to understand Perception and satisfaction of Retailers in dealing with products of various mobile service providers. Here the variables can be classified below: 1.3.1 Dependent Variable 19 Perception and satisfaction of Retailers. 1.3.2 Independent Variables  Speed in bringing new offers, call charges, Customer Care Services, Network and Brand pull.  Margins (backend), POP support, Distributor support, Company visit and Scheme communication.

1.3.3 Objectives of the research  To identify the position of leading brands (Mobile service Providers) in the minds of the Retailers and how these brands measure up on different attributes.  To understand the satisfaction level of the Retailers in dealing with various MSPs with respect to different attributes.

20 Chapter 2

Design of study

2.1 Introduction

21 Cell phone users in India have been growing phenomenally over the past 5-6 years. Total mobile subscribers in India is at present 39 crore which is expected to grow up to 73 cr by 2012. Hence market is huge and there are quite a few big players in the industry like Airtel, Vodafone, BSNL, Reliance and Aircel. Hence it is quite evident that the competition is cut throat Here in this intense market it is needed to know which factors lead a customer to buy a mobile connection and retaining thereafter. Also retailers are a potent force in influencing a customer. So it is absolutely important on the part of the company to know the factors that drive a retailer to pitch a certain mobile service provider. Thus the study is about mapping customer motivation and perception of the retailers about various brands in the mobile industry. 2.2 Statement of the problem To map customers’ motivation in buying a mobile connection and the influences there off. Perception and satisfaction of Retailers in dealing with products of various mobile service providers. 2.3 Objectives 2.3.1 Primary Objective 2.3.1.1 Understanding Customers’ motivating and influencing agents in choosing a mobile service provider. 2.3.1.2 To identify the position of leading brands (Mobile service Providers) in the minds of the Retailers and how these brands measure up on different attributes.

2.3.2. Secondary Objective 2.3.2.1 Judging influence of external influencing agents like retailers pitching, circle of friends/ relatives, visibility, network/connectivity in choosing a new brand. 2.3.2.2 To understand the satisfaction level of the Retailers in dealing with various MSPs with respect to different attributes.

2.4 Hypothesis

22 H1 Customers’ motivation of buying a mobile connection is influenced by various economic and other influencing factors. H2 Retailers’ perception about various brands H3 Liking of various bonus cards in reducing call rates is independent of gender H4 Liking of only recharge cards with bonus card facility in reducing call rates is independent of gender H5 Liking of MSP giving good caller tunes are independent of gender H6 Liking of MSP providing important NEWS display is independent of gender H7 Liking MSP providing responsive and swift customer care service is independent of gender H8 Liking of retailers’ recommendation in buying a new mobile connection is independent of gender H9 Liking of information of new schemes through SMS is independent of gender H10 Liking of the MSP having the most visibility through ads and posters is independent of gender H11 Liking for the mobile connection which the friends have is independent of gender H12 Liking of various bonus cards in reducing call rates is independent of age H13 Liking of only recharge cards with bonus card facility in reducing call rates is independent of age H14 Liking of MSP giving good caller tunes are independent of age H15 Liking of MSP providing important NEWS display is independent of age H16 Liking MSP providing responsive and swift customer care service is independent of age H17 Liking of retailers’ recommendation in buying a new mobile connection is independent of age H18 Liking of information of new schemes through SMS is independent of age H19Liking of the MSP having the most visibility through ads and posters is independent of age H20 Liking for the mobile connection which the friends have is independent of age

2.5 Sample design (For Kolkata and Rest of Bengal Circle)

Table 2.5.1 Indicating Sample universe ( Kolkata Circle, Project , Part-I) 23 Gender * age Crosstabulation

Count age 18-25yrs 25-40yrs above 40yrs Total Gender male 43 31 10 84 female 28 10 3 41 Total 71 41 13 125

Table 2.5.2 Indicating Sample universe ( Rest of Bengal Circle, Project , Part-I)

Gender * age Crosstabulation

Count age 18-25yrs 25-40yrs above 40yrs Total Gender male 14 23 0 37 female 12 6 5 23 Total 26 29 5 60

Table 2.5.3 Indicating Sample universe ( Kolkata Circle, Project , Part-II) 110 retailers around Kolkata circle.

Table 2.5.4 Indicating Sample universe ( Rest of Bengal Circle, Project , Part-II) 60 retailers in Malda district and Bongaon.

2.6 Data collection 2.6.1 Primary data- Data from sample survey 2.6.2 Secondary data- Internet 2.7 Statistical design 2.7.1 Percentages and means 2.7.2 Chi square and cross tabulation 2.7.3 Factor analysis 2.7.4 Correlation 2.7.5 Perceptual mapping

2.8 Contribution of study 2.8.1 To know the motivating factors that drive customers to buy a particular mobile connection. 2.8.2 To know perception of various brands in the mind of the retailers. 24 2.9 Limitation of study 2.9.1 Number of samples in both Kolkata and Rest of Bengal circle could be increased. 2.9.2 Here the study Rest of Bengal Circle consists of Malda district and Bongaon only. So the findings of the study may not be appropriate for whole of the Rest of Bengal Circle also.

25 Chapter 3

Profile

3.1 Industry Profile

3.1.1 Telecom Industry in India 26 The telecom industry is one of the fastest growing industries in India. India has nearly 390 million mobile connections making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world.

History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus

27 on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone- Hutch, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

The telecom sector is also afflicted by a number of restraints. These include:

 Sluggish pace of reform process.  Lack of infrastructure in semi-rural and rural areas, which makes it difficult to make inroads into this market segment as service providers have to incur a huge initial fixed cost.  Limited spectrum availability.

But notwithstanding these constraints, telecom sector has undergone a revolution in the past decade and has played a major part in bridging the rural-urban divide.

3.1.2 Indian Cell Phone Industry and its use A lot of water has flowed under the bridge from the time that mobiles were unheard of in India to the present where they have become almost ubiquitous. 28 Now that mobiles have moved into the affordable bracket, there is a great demand for additional mobile services such as mobiles, email, stock market quotes, and astrology services, just to name a few.

A recent survey pointed to the fact that for most customers, mobile phones have become an extension of their personality. Many go a step ahead to say that mobile phones define their individuality as well.

In such a scenario, it is worthwhile to compare the growth of the mobile phone industry vis-a-vis the computer industry in India. According to recent statistics, there are nearly 300 million mobile phone subscribers as compared to just around 30 million PC’s in the country. Additionally, around 8 million subscribers are signing up every month for mobile services alone.

For most individuals, mobile phones are becoming a single point of contact for the world surrounding them covering a wide range of utilities like emailing, entertainment, and banking.

More and more people are looking out for more than just talk time on their mobiles. All this is generating a lot of enthusiasm for mobile companies. A number of serious players in this industry are looking at a range of such value added services, which have the capability to boost their bottom line.

Not only are Indians enthralled, but they started spending a considerable amount on these services too. This figure amounted to around $250 million last year. This figure is expected to reach $1.7 billion by the year 2010. This is a boon in disguise for Indian cellular operators who are seriously looking forward to enhance their revenues. Currently, nearly 80% of the revenues come from services like ring tones and SMS. This makes India the second largest mobile market on earth.

The young mobile savvy generation currently feels less privileged in nearly every sector. And that’s precisely what is fuelling the growth in mobile services across the country. As the market expands but fulfilling the needs of mobile users by providing them attractive services, mobile phones are becoming a new vehicle for reaching out to the mobile generation.

29 Talking about the mobile industry in India one cannot neglect the dramatic up gradation undergone by the conventional mobile phone handset (which was once upon a time considered as a status symbol). From being a device that offered the facility of making calls and sending SMS the mobile phone has now become a device which accommodates in itself devices like the radio, MP3 player, camera, alarm clock, stop watch etc. Yes!! The mobile industry in India has undergone a massive change and along with that the mobile phone features have also undergone a massive change.

There was a time when there were only two mobile phone connection provider giants in the scenario of mobile industry in India. They were Airtel and Hutch. However, the scenario has changed a lot now and now many more providers in the market are providing mobile phone connections. A few of these new providers are Aircel and Tata Indicom. Reliance is also a substantial giant in the field of mobile phone connection provider.

Mobile industry in India is continuously witnessing competitive wars between these providers. In a bid to pool in the maximum mobile phone users, every provider is trying to attract customers by giving away exciting offers. There are not just exciting offers but also a general cut in the call rates from time to time. And these constant price cuts and special offers confuse the customers about which providers to go in for. Mobile content providers also visualise a big jump in their services. These include many global companies such as Google, Yahoo and MSN, which have signed up with many Indian operators like Airtel, Bharti, Vodafone, Tata, and Reliance Communications. Together, they offer a host of services based on the local and regional markets in their area of operation.

The Indian mobile scenario seems to be all set for the next stage – expansion and consolidation, but there are a few complications as well. Not all users can afford costlier services beyond messaging and talk time. What is expected is increase in the already growing user base so such services can become affordable to one and all in the long run.

30 3.1.3 Rural India Snaps Up Mobile Phones

Demand Among Poor Farmers Keeps an Industry Growing as Other Sectors of the Economy Are Jolted

By ERIC BELLMAN

Even amid the global economic slowdown, one Indian industry continues to boom: selling cellphones to the rural poor.

Economists have slashed Indian economic growth forecasts for this year and the stock market is in the doldrums. But cellphone companies are signing millions of new subscribers a month, making India the fastest growing mobile-phone market in the world.

The demand for cellphones is coming mainly from rural consumers, who typically earn less than $1,000 a year. These buyers haven't been affected by plunging stock and real-estate prices or tighter bank lending since they typically don't own land and don't borrow. A large majority of them don't have access to regular landline phone networks -- there are only about 40 million landline subscribers in India -- so once cellular coverage comes to their towns or villages they scramble to get their first phones.

Can You Hear Me Now?

Indian consumers, many from rural areas, make up the fastest-growing group of cellphone subscribers world-wide.

In the village of Karanehalli, a cluster of simple homes around an intersection of two dirt roads about 40 miles from India's high-tech capital of Bangalore, Farmer K.T. Srinivasa doesn't have a toilet for his home

31 or a tractor for his field. But when a red and white cellular tower sprouted in his village, he splurged on a cellphone.

While the way his family threshes rice -- crushing it with a massive stone roller -- hasn't changed for generations, his phone has changed the way he farms. He uses it to decide when to plant and harvest by calling other farmers, to get the best prices for his rice, coconuts and jasmine by calling wholesalers, and to save hours of time waiting on the road for deliveries and pickups that rarely come on time.

"Life is much better with the cellphone," he said from his rice paddy in the shadow of the new tower. "I bring it with me to the fields and anyone can reach me here."

Mr. Srinivasa, like close to half the 800 people in his village, uses Idea Cellular Ltd. as it was the first to bring them service. He paid the equivalent of about $60 for his Nokia phone, and spends about $6 each month for service. Like most rural users, Mr. Srinivasa uses his phone to make voice calls -- he doesn't know how to text message or to download emails. On average rural Indians use their phones around 8.5 hours a month, up 10% over the past year.

The story is the same across rural India, home to more than 60% of India's population of 1.2 billion. China, Indonesia and Brazil also continue to show solid growth in cellphone sales.

The continued expansion of the cellphone industry in India stands in sharp contrast to most other industries here. Textile and software exporters are struggling. India's brand new malls are sparsely populated and the sales of cars, trucks, tractors and motorcycles have declined in recent months.

32 But the cellphone industry recorded more than 10 million new subscribers in December, up from eight million a year earlier. The industry's overall subscriber base grew 48% in 2008 to 347 million customers. Till April 2009 the figure moves up to 390 million.

Rural customers "have been hungry for mobile phones for a long time, so demand will remain unaffected," by the global jitters, said S.P. Shukla, chief executive officer of the mobile business at Reliance Communications India Ltd., India's second-largest cellular company by number of subscribers, after Bharti Airtel.

Reliance launched a new $2 billion nationwide network in January that reaches more than 24,000 towns and 600,000 villages.

International wireless giants are clamoring for a piece of the action. Last year, Vodafone Holdings PLC took over India's fourth-largest cellular company by number of subscribers. In December, Japan's NTT Docomo Inc. announced it will pay almost $3 billion for a 26% stake in Tata Teleservices Ltd.

While the average amount subscribers spend has slipped as less-affluent consumers get connected, profit growth and margins have remained healthy thanks to economies of scale, according to investors and telecom executives.

For example, Bharti Airtel saw its profit in the three months ended Dec. 31 climb to 22 billion rupees ($452 million), up 25% from a year earlier, as it drew in a record number of new subscribers. And with a national penetration rate of less than 30% as of December there is still a lot of untapped demand. In contrast, in the U.S. more than 80% of the people have mobile phones. In China the penetration rate is more than 40%.

In Khairat, a village 45 miles outside Mumbai that is only accessible on foot or by motorcycle, buffalo farmer Mohan Zore makes around $80 a month but figured he still needed a phone once his village got coverage. He doesn't have to walk into the market to find out the price of buffalo milk, he now just dials friends at the market from his phone. And he can easily call his son from the fields when he is out grazing his herd.

He used to spend 300 rupees and three hours on a bus to visit his daughter and grandchildren. Now he can catch up with them for one rupee a minute. "The phone saves me money," he says from his mud-walled home, which he shares with his 20 buffalo.

33 Mr. Zore can afford a phone because Indian cellular services are among the least expensive in the world. Incoming calls are free and making a call usually costs less than 2 cents a minute. Most of the rural subscribers use prepaid cards for service rather than monthly plans, topping up as needed.

The companies are pushing ahead with multibillion dollar build-out plans to expand their networks to smaller and smaller villages.

"We are still experiencing strong growth in all areas," said Amit Ganani, chief executive officer for Tower Vision India Pvt. Ltd., a New Delhi based company that builds cellular towers and then rents them out to multiple service providers. It built the tower that brought cellular services to Karanehalli. It plans to raise the number of sites it has in India to about 5,000 by the end of the year from about 3,000 now. "If you go to the remote areas you don't have to be a genius to record huge growth," Mr. Ganani said.

The villagers in Karanehalli say the cellular tower was one of their first opportunities to plug into what was happening in the rest of India, and the world. They can name America's new president -- "Obama!" a group of villagers shout when asked. They know that the global slowdown has hurt the price of coconuts as well as silk.

34 3.2 Demographic profile of West Bengal

Malda Analysis

 A hopping 72% of the population of West Bengal lives in the rural belt which has shown relative economic growth with agricultural growth and implementation of various rural employment schemes like NREGS.  Although per capita income of West Bengal is below the national average, disposable income has witnessed growth resulting in increasing sale of FMCG products and of course cell phones.  In comparison to the state, Malda is relatively poor district with 93% population living in the rural belt and more than 40% people living below poverty line. But socio-economic condition has improved with relatively successful implementation of NREGS and growing business activity with Malda being the centre of connection among Bihar, North Bengal and South Bengal. Hence there are un tapped potential in the district.

35 Analysis

 With literacy rate hovering around 70%, visibility is an important factor for FMCG products and also Telecom products. Especially effective advertising is needed in the rural belt for the creation of brand awareness.

Communication

 West Bengal’s total length of road is 92000 Km with a road density of 1.04Km/sq Km.  With various infrastructures related work is being underway like express high ways and free ways being taken up, this is expected to improve the socio-economic condition leading to more potential for various industrial products.

36 Power Consumption pattern District Name Total\ Total No. Rural\ of Urban Households Electricity Kerosene Solar energy 1 2 3 4 5 6 West Bengal TOTAL 15715915 5885724 9727836 49112 Percentage to Total Household (37.45) (61.90) (0.31) RURAL 11161870 2262517 8838875 34827 Percentage to Total Household (20.27) (79.19) (0.31) URBAN 4554045 3623207 888961 14285 Percentage to Total Household (79.56) (19.52) (0.31)

Electricity Kerosene Solar energy TOTAL 629916 116765 509790 1772 Percentage to Total (18.54) (80.93) (0.28) Household Maldah RURAL 580336 83391 494049 1605 Percentage to Total (14.37) (85.13) (0.28) Household URBAN 49580 33374 15741 167 (23.42) (69.41)

Analysis

 It is clear from the above that power scenario is dismal in West Bengal with only 20% of the rural households are connected with electricity. This is needed to be improved for better consumption of various electrical products and mobile phones are no exception.  The scenario is worse in Malda. Here Mobile Service Providers can set up mobile charging units which would lead to creation of visibility along with utility.

37 3.3 Respondent Profile

3.3.1 Gender profile of respondents ( Kolkata Circle, Project , Part-I) Table 3.3.1 indicating gender profile of respondents

Gender

Cumulative Frequency Percent Valid Percent Percent Valid male 84 67.2 67.2 67.2 female 41 32.8 32.8 100.0 Total 125 100.0 100.0

Interpretation

Out of 125 respondents 67.2 % are male and 32.8% are female. There were more male respondent than female who took part in the survey.

38 3.3.2 Gender profile of respondents ( Rest of Bengal Circle, Project , Part-I) Table 3.3.2 indicating gender profile of respondents

Gender

Cumulative Frequency Percent Valid Percent Percent Valid male 37 61.7 61.7 61.7 female 23 38.3 38.3 100.0 Total 60 100.0 100.0

Interpretation

Out of 60 respondents 61.7% are male and 38.3% are female. There were more male respondent than female who took part in the survey.

39 3.3.3 Age profile of respondent ( Kolkata Circle, Project , Part-I) Table 3.3.3 indicating age profile of respondents

Cumulative Frequency Percent Valid Percent Percent Valid 18-25yrs 71 56.8 56.8 56.8 25-40yrs 41 32.8 32.8 89.6 above 40yrs 13 10.4 10.4 100.0 Total 125 100.0 100.0

Interpretation

Out of 125 respondents 56.8% are of the age 18-25 years, 32.8% are of the age 25-40 years and 10.4% are of the age above 40 years. So maximum respondents are in the age group of 18-25 years.

40 3.3.4 Age profile of respondent ( Rest of Bengal Circle, Project , Part-I) Table 3.3.4 indicating age profile of respondents

Cumulative Frequency Percent Valid Percent Percent Valid 18-25yrs 26 43.3 43.3 43.3 25-40yrs 29 48.3 48.3 91.7 above 40yrs 5 8.3 8.3 100.0 Total 60 100.0 100.0

Interpretation

Out of 60 respondents 43.3% are of the age 18-25 years, 48.3% are of the age 25-40 years and 8.3% are of the age above 40 years. So maximum respondents are in the age group of 18-25 years.

41 3.3.5 Education profile of respondents ( Kolkata Circle, Project , Part-I) Table 3.3.5 indicating education profile of respondents

education level

Cumulative Frequency Percent Valid Percent Percent Valid below10th 11 8.8 8.8 8.8 bachelors 81 64.8 64.8 73.6 masters 33 26.4 26.4 100.0 Total 125 100.0 100.0

Interpretation

Out of 125 respondents 8.8% are below 10th standard, 64.8% are bachelors and 26.5% are master degree holder. Thus maximum respondents who took part in survey were mainly from mainly bachelors or masters degree holders.

42 3.3.6 Education profile of respondents ( Rest of Bengal Circle, Project , Part-I) Table 3.3.6 indicating education profile of respondents

education level

Cumulative Frequency Percent Valid Percent Percent Valid below10th 9 15.0 15.0 15.0 bachelors 42 70.0 70.0 85.0 masters 9 15.0 15.0 100.0 Total 60 100.0 100.0

Interpretation

Out of 60 respondents 15% are below 10th standard, 70% are bachelors and 15% are master degree holder. Thus maximum respondents who took part in survey were mainly from mainly bachelors or masters degree holders.

43 Chapter 4

Analysis and Interpretation

44 4.a Project (Part-I): Kolkata Circle

4.a.1 Basic Analysis of Means and Percentages

4.a.1.1 Mobile Service Provider pattern

Table 4.a.1.1 indicates mobile service provider pattern of the respondents

which mobile connection

Cumulative Frequency Percent Valid Percent Percent Valid airtel 30 24.0 24.0 24.0 aircel 14 11.2 11.2 35.2 BSNL 11 8.8 8.8 44.0 RIM 1 .8 .8 44.8 smart 13 10.4 10.4 55.2 TATA 7 5.6 5.6 60.8 Vodafone 49 39.2 39.2 100.0 Total 125 100.0 100.0

Interpretation

Majority of the respondents have Vodafone (39.2%), while Airtel is the close follower (24%). Aircel and Smart are also catching up with 11.2% and 10.4% respectively.

45 4.a.1.2 Mobile connection type

Table 4.a.1.2 indicates type of mobile connection of the respondents

type of connection

Cumulative Frequency Percent Valid Percent Percent Valid Lifetime 114 91.2 91.2 91.2 non lifetime 11 8.8 8.8 100.0 Total 125 100.0 100.0

Interpretation

Out of the 125 respondents 91.2% have lifetime connection and only 8.8% have non-lifetime connection. This indicates customer wants monthly recharge free mobile connection which is also cost effective. Easy and cheap availability of lifetime SIMs also contributes to the trend.

46 4.a.1.3 Means of responses value which measure influence of call rate towards customer motivation Table 4.a.1.3 indicates influence of call rates among the respondents

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation usage of various 125 2.00 5.00 4.2400 .71165 bonus card low cost handset 125 1.00 5.00 3.0880 1.04739 with free lifetime SIM recharge cards with 125 1.00 5.00 4.0320 .72885 bonus card Valid N (listwise) 125

Interpretation

The majority of the respondents like the usages of various bonus cards and also recharge cards including bonus card facility to reduce call rates. Low cost handsets with free lifetime SIM is not highly popular among customers.

47 4.a.1.4 Usage of various bonus cards in reducing call rates Table 4.a.1.4 indicates liking of the usage of various bonus cards among the respondents

usage of various bonus card

Cumulative Frequency Percent Valid Percent Percent Valid disagree 4 3.2 3.2 3.2 undecided 8 6.4 6.4 9.6 agree 67 53.6 53.6 63.2 strongly agree 46 36.8 36.8 100.0 Total 125 100.0 100.0

Interpretation

Out of the 125 respondents 90.4% like the usage of various bonus cards to reduce call rates. This indicates that customers want relevant bonus cards that would go a long way in reducing their mobile call expenditure.

48 4.a.1.5 Usage of only recharge cards including bonus card facility in reducing call rates Table 4.a.1.5 indicates liking of the usage of only recharge cards including bonus cards among the respondents

recharge cards with bonus card

Cumulative Frequency Percent Valid Percent Percent Valid strongly disagree 1 .8 .8 .8 disagree 5 4.0 4.0 4.8 undecided 10 8.0 8.0 12.8 agree 82 65.6 65.6 78.4 strongly agree 27 21.6 21.6 100.0 Total 125 100.0 100.0

Interpretation

Out of the 125 respondents 87.2% want only recharge cards/vouchers which include bonus card facility in reducing call rates. Too much separate use of recharge and bonus card confuse customer.

49 4.a.1.6 Usage of company provided low priced handsets with free lifetime SIM Table 4.a.1.6 indicates liking of the usage of low priced handsets provided by mobile service provider (MSP) with free lifetime SIM among the respondents

low cost handset with free lifetime SIM

Cumulative Frequency Percent Valid Percent Percent Valid strongly disagree 4 3.2 3.2 3.2 disagree 38 30.4 30.4 33.6 undecided 39 31.2 31.2 64.8 agree 31 24.8 24.8 89.6 strongly agree 13 10.4 10.4 100.0 Total 125 100.0 100.0

Interpretation

Here it is a mix response with 35.2% like MSP provided low priced hand sets with free life time SIM, while 33.6% don’t like that. Also 31.2% respondents are undecided about the matter. Thus a particular segment likes the low priced handsets due to cost effectiveness while another segment does not like the option.

50 4.a.1.7 Means of responses value which measure the influence of VAS and after sales service towards customer motivation Table 4.a.1.7 indicates influence of VAS and after sales service among the respondents

N Minimum Maximum Mean Std. Deviation Good caller tunes 125 1.00 5.00 3.5040 1.04437 important NEWS display 125 2.00 5.00 4.0960 .87459 swift customer care 125 2.00 5.00 4.0640 .86829 service after sales service from 125 2.00 5.00 4.2160 .60354 retailers transparency to various 125 2.00 5.00 4.5280 .65471 VAS Valid N (listwise) 125

Interpretation

The majority of the respondents provide top priority to absolute transparency and integrity on the part of the MSP in deducting balance related to various VAS. Also they want good after sales service from the retailers along with swift customer care service and important news display from the MSP.

51 4.a.1.8 Liking of MSP giving good caller tunes Table 4.a.1.8 indicates liking for the MSP providing good caller tunes among the respondents

Good caller tunes

Interpretation

Out of the 125 respondents 72% would like the MSP which provides good and melodious caller tunes. But almost 24% would not like to choose MSP on the basis of caller tunes.

52 4.a.1.9 Liking of MSP giving important NEWS display Table 4.a.1.9 indicates liking for the MSP providing important NEWS display among the respondents

important NEWS display

Interpretation

A good 80.8% respondents want regular display of important NEWS by their MSP.

53 4.a.1.10 Liking of MSP which provides swift Customer Care Service Table 4.a.1.10 indicates liking for the MSP providing swift Customer Care Service among the respondents

swift customer care service

Interpretation

Out of the 125 respondents 68.8% wants swift customer care service from their MSP to solve various issues, while a significant portion 29.6% is undecided about it.

54 4.a.1.11 Liking of MSP for which the retailers can provide good after sales service Table 4.a.1.11 indicates liking for good after sales service provided by the retailers among the respondents

after sales service from retailers

Cumulative Frequency Percent Valid Percent Percent Valid disagree 4 3.2 3.2 3.2 agree 86 68.8 68.8 72.0 strongly agree 35 28.0 28.0 100.0 Total 125 100.0 100.0

Interpretation

A hopping 96.8% respondent want good after sales service from the retailers for particular MSP.

55 4.a.1.12 Liking of MSP which is honest and transparent in deducting balance for various VAS Table 4.a.1.12 indicates liking for integrity and transparency from MSP among the respondents

transparency to various VAS

Interpretation

96% respondents want absolute transparency and integrity from the MSP in deducting balance related to various VAS charge.

56 4.a.1.13 Means of responses value which measure the external influencing factor towards customer motivation Table 4.a.1.13 indicates influence of various external influencing factors among the respondents

N Minimum Maximum Mean Std. Deviation Good network 125 4.00 5.00 4.9120 .28443 easy availability of SIM 125 2.00 5.00 4.2880 .59319 card hassle free activation 125 2.00 5.00 4.5760 .69866 process availability of physical 125 3.00 5.00 4.7040 .53917 recharge and bonus card availibility of e-recharge 125 2.00 5.00 4.1040 .74945 and bonus card retailer's 125 2.00 5.00 3.9360 1.13410 recommendation info of new schemes 125 1.00 5.00 3.9760 .98754 through retailers info of new schemes 125 1.00 5.00 3.8560 .92199 through SMS influence of ads and 125 1.00 4.00 3.0080 .83758 posters influence of friends 125 1.00 5.00 3.0960 1.14599 Valid N (listwise) 125

Interpretation

The majority of the respondents give top importance to excellent network, hassle free activation process, easy availability of physical recharge and bonus cards and easy availability of SIM card in choosing a particular MSP. But respondents provide relatively less importance to ads-posters and influence of friends in choosing a MSP.

57 4.a.1.14 Liking of MSP having good network/connectivity Table 4.a.1.14 indicates liking of MSP having good network among the respondents

Good network

Cumulative Frequency Percent Valid Percent Percent Valid agree 11 8.8 8.8 8.8 strongly agree 114 91.2 91.2 100.0 Total 125 100.0 100.0

Interpretation

Expectedly all respondents would like to choose MSP which have excellent network/coverage.

58 4.a.1.15 Liking of easy availability of SIM card Table 4.a.1.15 indicates liking of MSP among the respondents whose SIM card is easily available

easy availability of SIM card

Interpretation

96% of the respondents want easy availability of SIM card in the market. In the modern busy world customers don’t want to waste time in searching for SIM.

59 4.a.1.16 Liking of easy hassle free activation process Table 4.a.1.16 indicates liking of MSP having easy hassle free activation process among the respondents

hassle free activation process

Interpretation

91.2% respondents want quick and hassle free activation process. Too much of intricacies and time related to document submission and others regarding activation are disliked by customer.

60 4.a.1.17 Liking of retailers recommendation Table 4.a.1.17 indicates influence of retailer’s recommendation among respondents

retailer's recommendation

Interpretation

71.2% of the respondents want to go with retailers recommendation in choosing a mobile connection, while 19.2% respondents don’t want retailers recommendation. Thus retailer’s pitching is an important factor.

61 4.a.1.18 Liking of information of new schemes through SMS Table 4.a.1.18 indicates influence of information bursts of new schemes through SMS among respondents

info of new schemes through SMS

Cumulative Frequency Percent Valid Percent Percent Valid strongly disagree 1 .8 .8 .8 disagree 15 12.0 12.0 12.8 undecided 12 9.6 9.6 22.4 agree 70 56.0 56.0 78.4 strongly agree 27 21.6 21.6 100.0 Total 125 100.0 100.0

Interpretation

77% of the respondents want information of new schemes/offers through SMS. Thus effective SMS bursts is an important influencing factor for a customer.

62 4.a.1.19 Liking of MSP which has more ads and posters Table 4.a.1.19 indicates influence of ads and posters among respondents

influence of ads and posters

Cumulative Frequency Percent Valid Percent Percent Valid strongly disagree 4 3.2 3.2 3.2 disagree 31 24.8 24.8 28.0 undecided 50 40.0 40.0 68.0 agree 40 32.0 32.0 100.0 Total 125 100.0 100.0

Interpretation

Only 32% of the respondents would like the MSP which has extensive visibility. 40% respondents are undecided about the matter, while 28% don’t want to go by ads and posters. Thus visibility has less impact on the customers in buying a mobile connection.

63 4.a.1.20 Liking of the MSP according to friends mobile connection Table 4.a.1.20 indicates influence of friends mobile connection among respondents

influence of friends

Interpretation

51.2% respondents would like to go with the mobile connection which their friends have. This is mainly due to various low on-net tariffs offered by the MSPs. But a good section (41.6%) does not want to be influenced by the mobile connection of their friends.

64 4.a.2 Correlation 4.a.2.1 Correlation among gender and call rates related variables Table 4.a.2.1 indicates correlation among gender and call rate related variables- want of various bonus card, want of only recharge cards with bonus card facility and want of low cost handsets with free SIM

Correlations

low cost recharge handset with usage of cards with free lifetime various Gender bonus card SIM bonus card Gender Pearson Correlation 1 .087 -.190* -.092 Sig. (2-tailed) .337 .034 .306 N 125 125 125 125 recharge cards with Pearson Correlation .087 1 .123 .249** bonus card Sig. (2-tailed) .337 .172 .005 N 125 125 125 125 low cost handset Pearson Correlation -.190* .123 1 .415** with free lifetime SIM Sig. (2-tailed) .034 .172 .000 N 125 125 125 125

usage of various Pearson Correlation -.092 .249** .415** 1 bonus card Sig. (2-tailed) .306 .005 .000 N 125 125 125 125 *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).

Interpretation Here gender has no strong correlation with any of the variables mentioned above. It means that change in gender reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of gender.

65 4.a.2.2 Correlation among gender and VAS related variables Table 4.a.2.2 indicates correlation among gender and VAS related variables- good caller tunes, important NEWS display, responsive & swift customer care service, good after sales service and transparency related to deduction of customer balance in VAS

Correlations

swift after sales Good caller important customer service from transparency Gender tunes NEWS display care service retailers to various VAS Gender Pearson Correlation 1 -.027 -.116 .067 -.024 -.017 Sig. (2-tailed) .763 .197 .461 .788 .851 N 125 125 125 125 125 125 Good caller tunes Pearson Correlation -.027 1 .088 .000 -.161 .115 Sig. (2-tailed) .763 .330 .997 .072 .202 N 125 125 125 125 125 125 important NEWS display Pearson Correlation -.116 .088 1 .247** .190* .122 Sig. (2-tailed) .197 .330 .006 .034 .175 N 125 125 125 125 125 125 swift customer care Pearson Correlation .067 .000 .247** 1 -.073 .181* service Sig. (2-tailed) .461 .997 .006 .420 .043 N 125 125 125 125 125 125 after sales service from Pearson Correlation -.024 -.161 .190* -.073 1 .199* retailers Sig. (2-tailed) .788 .072 .034 .420 .026 N 125 125 125 125 125 125 transparency to various Pearson Correlation -.017 .115 .122 .181* .199* 1 VAS Sig. (2-tailed) .851 .202 .175 .043 .026 N 125 125 125 125 125 125 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

66 4.a.2.3 Correlation among gender and external influencing factor related variables Table 4.a.2.3 indicates correlation among gender and external influencing variables-easy availability of SIM, hassle free activation process, retailers’ recommendation, influence of ads & posters and mobile connection of friends

Correlations

easy hassle free retailer's influence availability activation recomme of ads and influence Gender of SIM card process ndation posters of friends Gender Pearson Correlation 1 -.139 -.235** -.051 .014 -.104 Sig. (2-tailed) .123 .008 .573 .879 .250 N 125 125 125 125 125 125 easy availability of Pearson Correlation -.139 1 .569** -.044 -.475** -.065 SIM card Sig. (2-tailed) .123 .000 .624 .000 .473 N 125 125 125 125 125 125 hassle free Pearson Correlation -.235** .569** 1 .322** -.091 -.160 activation process Sig. (2-tailed) .008 .000 .000 .315 .074 N 125 125 125 125 125 125

retailer's Pearson Correlation -.051 -.044 .322** 1 .085 -.001 recommendation Sig. (2-tailed) .573 .624 .000 .343 .987 N 125 125 125 125 125 125 influence of ads Pearson Correlation .014 -.475** -.091 .085 1 .251** and posters Sig. (2-tailed) .879 .000 .315 .343 .005 N 125 125 125 125 125 125 influence of friends Pearson Correlation -.104 -.065 -.160 -.001 .251** 1 Sig. (2-tailed) .250 .473 .074 .987 .005 N 125 125 125 125 125 125 **. Correlation is significant at the 0.01 level (2-tailed).

Interpretation Here gender has no strong correlation with any of the above variables except hassle free activation process. Gender is negatively correlated with hassle free activation process.

67 4.a.2.4 Correlation among age and call rates related variables Table 4.a.2.4 indicates correlation among age and call rate related variables- want of various bonus card, want of only recharge cards with bonus card facility and want of low cost handsets with free SIM

Correlations

low cost usage of recharge handset with various cards with free lifetime age bonus card bonus card SIM age Pearson Correlation 1 .032 -.019 .217* Sig. (2-tailed) .723 .836 .015 N 125 125 125 125 usage of various Pearson Correlation .032 1 .249** .415** bonus card Sig. (2-tailed) .723 .005 .000 N 125 125 125 125 recharge cards with Pearson Correlation -.019 .249** 1 .123 bonus card Sig. (2-tailed) .836 .005 .172 N 125 125 125 125

low cost handset Pearson Correlation .217* .415** .123 1 with free lifetime SIM Sig. (2-tailed) .015 .000 .172 N 125 125 125 125 *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).

Interpretation Here age has relatively good correlation with low cost handset with free lifetime SIM at .05 significance level. It means that change in age leads to change in buying behavior of low priced handset with free lifetime SIM. Age does not have strong correlation with any other variables.

68 4.a.2.5 Correlation among age and VAS related variables Table 4.a.2.5 indicates correlation among age and VAS related variables- good caller tunes, important NEWS display, responsive & swift customer care service, good after sales service and transparency related to deduction of customer balance in VAS

Correlations

swift after sales Good caller important customer service from transparency age tunes NEWS display care service retailers to various VAS age Pearson Correlation 1 -.145 .089 -.086 -.049 -.279** Sig. (2-tailed) .106 .322 .340 .590 .002 N 125 125 125 125 125 125 Good caller tunes Pearson Correlation -.145 1 .088 .000 -.161 .115 Sig. (2-tailed) .106 .330 .997 .072 .202 N 125 125 125 125 125 125 important NEWS display Pearson Correlation .089 .088 1 .247** .190* .122 Sig. (2-tailed) .322 .330 .006 .034 .175 N 125 125 125 125 125 125 swift customer care Pearson Correlation -.086 .000 .247** 1 -.073 .181* service Sig. (2-tailed) .340 .997 .006 .420 .043 N 125 125 125 125 125 125 after sales service from Pearson Correlation -.049 -.161 .190* -.073 1 .199* retailers Sig. (2-tailed) .590 .072 .034 .420 .026 N 125 125 125 125 125 125 transparency to various Pearson Correlation -.279** .115 .122 .181* .199* 1 VAS Sig. (2-tailed) .002 .202 .175 .043 .026 N 125 125 125 125 125 125 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed). Interpretation

Here age has no strong correlation with any of the variables mentioned above. It means that change in age reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of age.

69 4.a.2.6 Correlation among age and external influencing factor related variables Table 4.a.2.6 indicates correlation among age and external influencing variables-easy availability of SIM, hassle free activation process, retailers’ recommendation, influence of ads & posters and mobile connection of friends

Correlations

easy hassle free retailer's influence availability activation recomme of ads and influence age of SIM card process ndation posters of friends age Pearson Correlation 1 -.026 .092 .171 .007 -.253** Sig. (2-tailed) .774 .308 .057 .942 .004 N 125 125 125 125 125 125 easy availability of Pearson Correlation -.026 1 .569** -.044 -.475** -.065 SIM card Sig. (2-tailed) .774 .000 .624 .000 .473 N 125 125 125 125 125 125 hassle free Pearson Correlation .092 .569** 1 .322** -.091 -.160 activation process Sig. (2-tailed) .308 .000 .000 .315 .074 N 125 125 125 125 125 125

retailer's Pearson Correlation .171 -.044 .322** 1 .085 -.001 recommendation Sig. (2-tailed) .057 .624 .000 .343 .987 N 125 125 125 125 125 125 influence of ads Pearson Correlation .007 -.475** -.091 .085 1 .251** and posters Sig. (2-tailed) .942 .000 .315 .343 .005 N 125 125 125 125 125 125 influence of friends Pearson Correlation -.253** -.065 -.160 -.001 .251** 1 Sig. (2-tailed) .004 .473 .074 .987 .005 N 125 125 125 125 125 125 **. Correlation is significant at the 0.01 level (2-tailed).

Interpretation Here age has no strong correlation with any of the above variables except influence of friends mobile connection. Age is negatively correlated with friends’ mobile connection at .01 significance level. It means that as age increases the influence of friends mobile connection in buying a MSP decreases at 99% confidence level.

70 4.a.2.7 Correlation among education level and call rates related variables Table 4.a.2.7 indicates correlation among education level and call rate related variables- want of various bonus card, want of only recharge cards with bonus card facility and want of low cost handsets with free SIM

Correlations

low cost usage of recharge handset with education various cards with free lifetime level bonus card bonus card SIM education level Pearson Correlation 1 .054 .045 .272** Sig. (2-tailed) .548 .621 .002 N 125 125 125 125 usage of various Pearson Correlation .054 1 .249** .415** bonus card Sig. (2-tailed) .548 .005 .000 N 125 125 125 125 recharge cards with Pearson Correlation .045 .249** 1 .123 bonus card Sig. (2-tailed) .621 .005 .172 N 125 125 125 125

low cost handset Pearson Correlation .272** .415** .123 1 with free lifetime SIM Sig. (2-tailed) .002 .000 .172 N 125 125 125 125 **. Correlation is significant at the 0.01 level (2-tailed).

Interpretation Here education level of consumers has no strong correlation with any of the variables mentioned above. It means that change in education level reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of education level. Al though it appears to be a relatively strong correlation between likings for the usage of various bonus cards to reduce call charge and buying of low priced handset with free life time SIM, it practically defies any meaning.

71 4.a.2.8 Correlation among education level and VAS related variables Table 4.a.2.8 indicates correlation among education level and VAS related variables- good caller tunes, important NEWS display, responsive & swift customer care service, good after sales service and transparency related to deduction of customer balance in VAS

Correlations

swift after sales education Good caller important customer service from transparency level tunes NEWS display care service retailers to various VAS education level Pearson Correlation 1 -.042 -.018 -.007 -.041 -.143 Sig. (2-tailed) .643 .842 .941 .649 .111 N 125 125 125 125 125 125 Good caller tunes Pearson Correlation -.042 1 .088 .000 -.161 .115 Sig. (2-tailed) .643 .330 .997 .072 .202 N 125 125 125 125 125 125 important NEWS display Pearson Correlation -.018 .088 1 .247** .190* .122 Sig. (2-tailed) .842 .330 .006 .034 .175 N 125 125 125 125 125 125 swift customer care Pearson Correlation -.007 .000 .247** 1 -.073 .181* service Sig. (2-tailed) .941 .997 .006 .420 .043 N 125 125 125 125 125 125 after sales service from Pearson Correlation -.041 -.161 .190* -.073 1 .199* retailers Sig. (2-tailed) .649 .072 .034 .420 .026 N 125 125 125 125 125 125 transparency to various Pearson Correlation -.143 .115 .122 .181* .199* 1 VAS Sig. (2-tailed) .111 .202 .175 .043 .026 N 125 125 125 125 125 125 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

Interpretation

It can be clearly seen that education level of customers has very weak correlation or negative correlation with other VAS related variables. Influences of the above variables are universal irrespective of education level.

72 4.a.2.9 Correlation among education level and external influencing factor related variables Table 4.a.2.9 indicates correlation among education level and external influencing variables-easy availability of SIM, hassle free activation process, retailers’ recommendation, influence of ads & posters and mobile connection of friends

Correlations

easy hassle free retailer's influence education availability activation recomme of ads and influence level of SIM card process ndation posters of friends education level Pearson Correlation 1 -.056 .007 .005 .099 -.137 Sig. (2-tailed) .536 .941 .955 .274 .126 N 125 125 125 125 125 125 easy availability of Pearson Correlation -.056 1 .569** -.044 -.475** -.065 SIM card Sig. (2-tailed) .536 .000 .624 .000 .473 N 125 125 125 125 125 125 hassle free Pearson Correlation .007 .569** 1 .322** -.091 -.160 activation process Sig. (2-tailed) .941 .000 .000 .315 .074 N 125 125 125 125 125 125

retailer's Pearson Correlation .005 -.044 .322** 1 .085 -.001 recommendation Sig. (2-tailed) .955 .624 .000 .343 .987 N 125 125 125 125 125 125 influence of ads Pearson Correlation .099 -.475** -.091 .085 1 .251** and posters Sig. (2-tailed) .274 .000 .315 .343 .005 N 125 125 125 125 125 125 influence of friends Pearson Correlation -.137 -.065 -.160 -.001 .251** 1 Sig. (2-tailed) .126 .473 .074 .987 .005 N 125 125 125 125 125 125 **. Correlation is significant at the 0.01 level (2-tailed). Interpretation

Here education level of customers has very weak correlation or negative correlation with other external influencing factors. Influences of the above variables are universal irrespective of education level. Easy availability of SIM card and hassle free activation process is positively correlated at .01 significance level. It means that easy availability of SIM leads to hassle free activation process at 99% confidence level.

73 4.a.3 Cross tab and Chi-square

4.a.3.1 Gender and usage of various bonus cards in reducing call rates

To identify the proportion of Male and Female who like the usage of various bonus cards in reducing call rates; and also to analyse whether liking of various appropriate bonus cards in reducing call rates is dependent on gender.

Table 4.a.3.1.1 indicating cross tabulation between gender and usage of various appropriate bonus cards in reducing call rates

Gender * usage of various bonus card Cross tabulation

Count usage of various bonus card Total disagree undecided agree strongly agree disagree Gender male 4 4 40 36 84 female 0 4 27 10 41 Total 4 8 67 46 125

Interpretation – Cross Tabulation Out of 84 male 76 agree that usage of various appropriate bonus cards is useful in reducing call rates; and out of 41 female 37 reflects the same view.

74 Table 4.a.3.1.2 indicating chi-square between gender and usage of various appropriate bonus cards in reducing call rates

Chi-Square Tests

Asymp. Sig. Value df (2-sided) Pearson Chi-Square 7.289a 3 .063 Likelihood Ratio 8.585 3 .035 Linear-by-Linear 1.057 1 .304 Association N of Valid Cases 125 a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is 1.31.

Interpretation- Chi-square

Null Hypotheses Liking of various bonus cards in reducing call rates are independent of gender

Alternate Hypotheses Liking of various bonus cards in reducing call rates are dependent on gender

The degree of freedom is 3 and the critical table value at 5% level of significance is 7.82 Pearson Chi-square statistic is 7.28 Hence liking of various bonus cards in reducing call rates is independent of gender

75 4.a.3.2 Gender and usage of only recharge cards with bonus card facility in reducing call rates

To identify the proportion of Male and Female who like the usage of only recharge cards with bonus card facility in reducing call rates; and also to analyse whether liking of only recharge cards with bonus card facility in reducing call rates is dependent on gender.

Table 4.a.3.2.1 indicating cross tabulation between gender and usage of only recharge cards with bonus card facility in reducing call rates Gender * recharge cards with bonus card Crosstabulation

recharge cards with bonus card Total strongly strongly disagree disagree undecided agree Strongly agree disagree Gender Male 0 5 10 50 19 84 Female 1 0 0 32 8 41 Total 1 5 10 82 27 125

Interpretation – Cross Tabulation Out of 84 male 69 agree that usage of only recharge cards with bonus card facility is useful in reducing call rates; and out of 41 female 40 reflects the same view.

76 Table 4.a.3.2.2 indicating chi square between gender and usage of only recharge cards with bonus card facility in reducing call rates

Chi-Square Tests

Asymp. Sig. Value df (2-sided) Pearson Chi-Square 10.935a 4 .027 Likelihood Ratio 15.680 4 .003 Linear-by-Linear .929 1 .335 Association N of Valid Cases 125 a. 5 cells (50.0%) have expected count less than 5. The minimum expected count is .33.

Null Hypotheses Liking of only recharge cards with bonus card facility in reducing call rates are independent of gender

Alternate Hypotheses Liking of only recharge cards with bonus card facility in reducing call rates are dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 10.93 Hence liking of only recharge cards with bonus card facility in reducing call rates are dependent on gender

77 4.a.3.3 Gender and liking of MSP giving good caller tunes

To identify the proportion of Male and Female who like the MSP giving good caller tunes; and also to analyse whether liking of MSP giving good caller tunes is dependent on gender.

Table 4.a.3.3.1 indicating cross tabulation between gender and liking of MSP giving good caller tunes

Gender * Good caller tunes Crosstabulation

Count Good caller tunes strongly disagree disagree undecided agree strongly agree Total Gender male 6 12 5 54 7 84 female 1 10 1 27 2 41 Total 7 22 6 81 9 125

Interpretation – Cross Tabulation Out of 84 male 61 like the MSP giving good caller tunes; and out of 41 female 29 reflects the same view.

78 Table 4.a.3.3.2 indicating chi square between gender and liking of the MSP giving good caller tunes

Chi-Square Tests

Asymp. Sig. Value df (2-sided) Pearson Chi-Square 3.863a 4 .425 Likelihood Ratio 4.074 4 .396 Linear-by-Linear .092 1 .761 Association N of Valid Cases 125 a. 5 cells (50.0%) have expected count less than 5. The minimum expected count is 1.97.

Null Hypotheses Liking of MSP giving good caller tunes are independent of gender

Alternate Hypotheses Liking of MSP giving good caller tunes are dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 3.863 Hence liking of MSP giving good caller tunes are independent of gender

79 4.a.3.4 Gender and liking of important NEWS display

To identify the proportion of Male and Female who like important NEWS display; and also to analyse whether liking of important NEWS display is dependent on gender.

Table 4.a.3.4.1 indicating cross tabulation between gender and liking of important NEWS display

Gender * important NEWS display Crosstabulation

Count important NEWS display disagree undecided agree strongly agree Total Gender male 6 7 38 33 84 female 3 8 18 12 41 Total 9 15 56 45 125

Interpretation – Cross Tabulation Out of 84 male 71 like important NEWS display; and out of 41 female 30 reflects the same view.

80 Table 4.a.3.4.2 indicating chi square between gender and liking of important NEWS display

Chi-Square Tests

Null Hypotheses Liking of MSP providing important NEWS display is independent of gender

Alternate Hypotheses Liking of MSP providing important NEWS display is dependent on gender

The degree of freedom is 3 and the critical table value at 5% level of significance is 7.82 Pearson Chi-square statistic is 3.649 Hence liking of MSP providing important NEWS display is independent of gender

4.a.3.5 Gender and liking of MSP providing responsive and swift customer care service

To identify the proportion of Male and Female who like MSP providing responsive and swift customer care service; and also to analyse whether liking of MSP providing responsive and swift customer care service is dependent on gender.

Table 4.a.3.5.1 indicating cross tabulation between gender and liking of MSP providing responsive and swift customer care service

Gender * swift customer care service Crosstabulation

Count swift customer care service disagree undecided agree strongly agree Total Gender male 2 25 26 31 84 female 0 12 11 18 41 Total 2 37 37 49 125

Interpretation – Cross Tabulation Out of 84 male 57 like the MSP providing responsive and swift customer care service; and out of 41 female 29 reflects the same view.

82 Table 4.a.3.5.2 indicating chi square between gender and liking of MSP providing responsive and swift customer care service

Chi-Square Tests

Interpretation- Chi square

Null Hypotheses Liking MSP providing responsive and swift customer care service is independent of gender

Alternate Hypotheses Liking MSP providing responsive and swift customer care service is dependent on gender

The degree of freedom is 3 and the critical table value at 5% level of significance is 7.82 Pearson Chi-square statistic is 1.481 Hence liking of the MSP which provides responsive and swift customer care service is independent of gender

83 4.a.3.6 Gender and liking of retailers’ recommendation in buying a new mobile connection To identify the proportion of Male and Female who like retailers’ recommendation in buying a new mobile connection; and also to analyse whether liking of retailers’ recommendation in buying a new mobile connection is dependent on gender.

Table 4.a.3.6.1 indicating cross tabulation between gender and liking retailers’ recommendation in buying a new mobile connection

Gender * retailer's recommendation Crosstabulation

Count retailer's recommendation disagree undecided agree strongly agree Total Gender male 20 5 16 43 84 female 4 7 21 9 41 Total 24 12 37 52 125

Interpretation – Cross Tabulation Out of 84 male 59 like retailers’ recommendation in buying a new mobile connection; and out of 41 female 30 reflects the same view. But quite a few male don’t like retailers’ recommendation in buying a new mobile connection.

84 Table 4.a.3.6.2 indicating chi square between gender and liking of retailers’ recommendation in buying a new mobile connection

Chi-Square Tests

Null Hypotheses Liking of retailers’ recommendation in buying a new mobile connection is independent of gender

Alternate Hypotheses Liking of retailers’ recommendation in buying a new mobile connection is dependent on gender

The degree of freedom is 3 and the critical table value at 5% level of significance is 7.82 Pearson Chi-square statistic is 21.68 Hence liking of retailers’ recommendation in buying a new mobile connection is dependent on gender.

85 4.a.3.7 Gender and liking of information of new schemes through SMS To identify the proportion of Male and Female who like information of new schemes through SMS; and also to analyse whether liking of information of new schemes through SMS is dependent on gender.

Table 4.a.3.7.1 indicating cross tabulation between gender and liking of information of new schemes through SMS

Gender * info of new schemes through SMS Crosstabulation

Count info of new schemes through SMS strongly disagree disagree undecided agree strongly agree Total Gender male 1 11 10 43 19 84 female 0 4 2 27 8 41 Total 1 15 12 70 27 125

Interpretation – Cross Tabulation Out of 84 male 62 like information of new schemes through SMS ;and out of 41 female 35 reflects the same view.

86 Table 4.a.3.7.2 indicating chi square between gender and liking of information of new schemes through SMS

Chi-Square Tests

Null Hypotheses Liking of information of new schemes through SMS is independent of gender

Alternate Hypotheses Liking of information of new schemes through SMS is dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 3.342 Hence liking of information of new schemes through SMS is independent of gender

87 4.a.3.8 Gender and buying of the MSP having the most visibility through ads and posters To identify the proportion of Male and Female who like the buying of the MSP having the most visibility through ads and posters; and also to analyse whether liking of the MSP having the most visibility through ads and posters is dependent on gender.

Table 4.a.3.8.1 indicating cross tabulation between gender and buying of the MSP having the most visibility through ads and posters

Gender * influence of ads and posters Crosstabulation

Count influence of ads and posters strongly disagree disagree undecided agree Total Gender male 3 21 33 27 84 female 1 10 17 13 41 Total 4 31 50 40 125

Interpretation – Cross Tabulation Out of 84 male 60 like the buying of the MSP having the most visibility through ads and posters; and out of 41 female 30 reflects the same view. But a good section of male and female don’t want to go with ads and posters.

88 Table 4.a.3.8.2 indicating chi square between gender and buying of the MSP having the most visibility through ads and posters

Chi-Square Tests

Asymp. Sig. Value df (2-sided) Pearson Chi-Square .149a 3 .985 Likelihood Ratio .154 3 .985 Linear-by-Linear .023 1 .879 Association N of Valid Cases 125 a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 1.31. Interpretation- Chi square

Null Hypotheses Liking of the MSP having the most visibility through ads and posters is independent of gender Alternate Hypotheses Liking of the MSP having the most visibility through ads and posters is dependent on gender

The degree of freedom is 3 and the critical table value at 5% level of significance is 7.82 Pearson Chi-square statistic is .149 Hence liking of the MSP having the most visibility through ads and posters is independent of gender

89 4.a.3.9 Gender and liking for the mobile connection which the friends have To identify the proportion of Male and Female who like to have the mobile connection which their friends have; and also to analyse whether liking of the mobile connection which the friends have is dependent on gender.

Table 4.a.3.9.1 indicating cross tabulation between gender and liking for the mobile connection which the friends have

Gender * influence of friends Crosstabulation

Count influence of friends strongly disagree disagree undecided agree strongly agree Total Gender male 6 26 5 41 6 84 female 2 18 4 15 2 41 Total 8 44 9 56 8 125

Interpretation – Cross Tabulation Out of 84 male 47 like the buying of the mobile connection which their friends have and 32 don’t like the same; also out of 41 female 17 like the buying of the mobile connection which their friends have and 20 don’t like the same. Thus a good section of respondent is not influenced by the mobile connection which their friends have.

90 Table 4.a.3.9.2 indicating chi square between gender and liking for the mobile connection which the friends have

Chi-Square Tests

Null Hypotheses Liking for the mobile connection which the friends have is independent of gender Alternate Hypotheses Liking for the mobile connection which the friends have is dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 3.227 Hence liking for the mobile connection which the friends have is independent of gender

91 4.a.3.10 Age and usage of various bonus cards in reducing call rates

To identify the proportion of the three age groups who like the usage of various bonus cards in reducing call rates; and also to analyse whether liking of various appropriate bonus cards in reducing call rates is dependent on age.

Table 4.a.3.10.1 indicating cross tabulation between age and usage of various appropriate bonus cards in reducing call rates

age * usage of various bonus card Crosstabulation

Count usage of various bonus card disagree undecided agree strongly agree Total age 18-25yrs 4 5 34 28 71 25-40yrs 0 3 23 15 41 above 40yrs 0 0 10 3 13 Total 4 8 67 46 125

Interpretation – Cross Tabulation It is found that the usage of various appropriate bonus cards in reducing call rates is liked by all the three age groups

92 Table 4.a.3.10.2 indicating chi-square between age and usage of various appropriate bonus cards in reducing call rates

Chi-Square Tests

Null Hypotheses Liking of various bonus cards in reducing call rates are independent of age

Alternate Hypotheses Liking of various bonus cards in reducing call rates are dependent on age

The degree of freedom is 6 and the critical table value at 5% level of significance is 12.59 Pearson Chi-square statistic is 6.573 Hence liking of various bonus cards in reducing call rates is independent of age

93 4.a.3.11 Age and usage of only recharge cards with bonus card facility in reducing call rates

To identify the proportion of the three age groups who like the usage of only recharge cards with bonus card facility in reducing call rates; and also to analyse whether liking of only recharge cards with bonus card facility in reducing call rates is dependent on age.

Table 4.a.3.11.1 indicating cross tabulation between age and usage of only recharge cards with bonus card facility in reducing call rates

age * recharge cards with bonus card Crosstabulation

Count recharge cards with bonus card strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 1 2 5 51 12 71 25-40yrs 0 1 3 25 12 41 above 40yrs 0 2 2 6 3 13 Total 1 5 10 82 27 125

Interpretation – Cross Tabulation It is found that the usage of only recharge cards with bonus card facility is liked by all the three age groups

94 Table 4.a.3.11.2 indicating chi square between age and usage of only recharge cards with bonus card facility in reducing call rates

Chi-Square Tests

Null Hypotheses Liking of only recharge cards with bonus card facility in reducing call rates are independent of age

Alternate Hypotheses Liking of only recharge cards with bonus card facility in reducing call rates are dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 9.621 Hence liking of only recharge cards with bonus card facility in reducing call rates are independent of age

95 4.a.3.12 Age and liking for low priced handset provided by the MSP with free lifetime SIM

To identify the proportion of the three age groups who like low priced handset provided by the MSP with free lifetime SIM; and also to analyse whether liking of low priced handset provided by the MSP with free lifetime SIM is dependent on age.

Table 4.a.3.12.1 indicating cross tabulation between age and liking of low priced handset provided by the MSP with free lifetime SIM

age * low cost handset with free lifetime SIM Crosstabulation

Count low cost handset with free lifetime SIM strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 2 27 27 10 5 71 25-40yrs 1 8 10 15 7 41 above 40yrs 1 3 2 6 1 13 Total 4 38 39 31 13 125

Interpretation-cross tabulation In the 18-25 yrs age group majority does not like low priced handset provided by the MSP with free lifetime SIM; in 25-40 yrs age group 22 out of 41 like the above; and in the above 40 yrs age group 7 out of 13 like e above. Thus the younger segment is averse to low priced handset provided by the MSP with free lifetime SIM

96 Table 4.a.3.12.2 indicating chi square between age and liking of low priced handset provided by the MSP with free lifetime SIM

Chi-Square Tests

Asymp. Sig. Value df (2-sided) Pearson Chi-Square 17.417a 8 .026 Likelihood Ratio 17.217 8 .028 Linear-by-Linear 5.828 1 .016 Association N of Valid Cases 125 a. 8 cells (53.3%) have expected count less than 5. The minimum expected count is .42.

Null Hypotheses Liking of low priced handset provided by the MSP with free lifetime SIM are independent of age

Alternate Hypotheses Liking of low priced handset provided by the MSP with free lifetime SIM are dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 17.417 Hence liking of low priced handset provided by the MSP with free lifetime SIM are dependent on age

97 4.a.3.13 Gender and liking of MSP giving good caller tunes

To identify the proportion of the three age groups who like the MSP giving good caller tunes; and also to analyse whether liking of MSP giving good caller tunes is dependent on age.

Table 4.a.3.13.1 indicating cross tabulation between age and liking of MSP giving good caller tunes

age * Good caller tunes Crosstabulation

Count Good caller tunes strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 2 12 2 48 7 71 25-40yrs 5 6 2 27 1 41 above 40yrs 0 4 2 6 1 13 Total 7 22 6 81 9 125

Interpretation – Cross Tabulation Majority respondents of all the three age groups like the MSP which provides good caller tunes

98 Table 4.a.3.13.2 indicating chi square between age and liking of the MSP giving good caller tunes

Chi-Square Tests

Null Hypotheses Liking of MSP giving good caller tunes are independent of age

Alternate Hypotheses Liking of MSP giving good caller tunes are dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 12.8 Hence liking of MSP giving good caller tunes are independent of age

99 4.a.3.14 Age and liking of important NEWS display

To identify the proportion of the three age groups who like important NEWS display; and also to analyse whether liking of important NEWS display is dependent on age.

Table 4.a.3.14.1 indicating cross tabulation between age and liking of important NEWS display

age * important NEWS display Crosstabulation

Count important NEWS display disagree undecided agree strongly agree Total age 18-25yrs 5 13 26 27 71 25-40yrs 4 1 24 12 41 above 40yrs 0 1 6 6 13 Total 9 15 56 45 125

Interpretation – Cross Tabulation Majority respondents of all the three age groups like the MSP which provides important NEWS display

100 Table 4.a.3.14.2 indicating chi square between age and liking of important NEWS display

Chi-Square Tests

Null Hypotheses Liking of important NEWS display is independent of age

Alternate Hypotheses Liking of important NEWS display is dependent on age

The degree of freedom is 6 and the critical table value at 5% level of significance is 12.59 Pearson Chi-square statistic is 10.753 Hence liking of important NEWS display is independent of age

101 4.a.3.15 Age and liking of MSP providing responsive and swift customer care service

To identify the proportion of the three age groups who like MSP providing responsive and swift customer care service; and also to analyse whether liking of MSP providing responsive and swift customer care service is dependent on age.

Table 4.a.3.15.1 indicating cross tabulation between age and liking of MSP providing responsive and swift customer care service

age * swift customer care service Crosstabulation

Count swift customer care service disagree undecided agree strongly agree Total age 18-25yrs 2 15 25 29 71 25-40yrs 0 17 9 15 41 above 40yrs 0 5 3 5 13 Total 2 37 37 49 125

Interpretation – Cross Tabulation Here majority respondents of all the three age groups like the MSP providing responsive and swift customer care service

102 Table 4.a.3.15.2 indicating chi square between gender and liking of MSP providing responsive and swift customer care service

Chi-Square Tests

Null Hypotheses Liking MSP providing responsive and swift customer care service is independent of age

Alternate Hypotheses Liking MSP providing responsive and swift customer care service is dependent on age

The degree of freedom is 6 and the critical table value at 5% level of significance is 12.59 Pearson Chi-square statistic is 7.412 Hence liking the MSP which provides responsive and swift customer care service is independent of age

103 4.a.3.16 Age and liking of retailers’ recommendation in buying a new mobile connection To identify the proportion of the age groups who like retailers’ recommendation in buying a new mobile connection; and also to analyse whether liking of retailers’ recommendation in buying a new mobile connection is dependent on age.

Table 4.a.3.16.1 indicating cross tabulation between age and liking retailers’ recommendation in buying a new mobile connection

age * retailer's recommendation Crosstabulation

Count retailer's recommendation disagree undecided agree strongly agree Total age 18-25yrs 19 8 20 24 71 25-40yrs 3 2 12 24 41 above 40yrs 2 2 5 4 13 Total 24 12 37 52 125

Interpretation – Cross Tabulation In the 18-25 yrs age group 44 out of 71 like retailers’ recommendation in buying a new mobile connection and a good portion doesn’t like to go according to the retailer; and majority respondents of the 25-40 yrs and above 40 yrs age group like retailers’ recommendation in buying a new mobile connection.

104 Table 4.a.3.16.2 indicating chi square between age and liking of retailers’ recommendation in buying a new mobile connection

Chi-Square Tests

Null Hypotheses Liking of retailers’ recommendation in buying a new mobile connection is independent of age

Alternate Hypotheses Liking of retailers’ recommendation in buying a new mobile connection is dependent on age

The degree of freedom is 6 and the critical table value at 5% level of significance is 12.59 Pearson Chi-square statistic is 11.466 Hence liking of retailers’ recommendation in buying a new mobile connection is independent of age.

105 4.a.3.17 Age and liking of information of new schemes through SMS To identify the proportion of the three age groups who like information of new schemes through SMS; and also to analyse whether liking of information of new schemes through SMS is dependent on age.

Table 4.a.3.17.1 indicating cross tabulation between age and liking of information of new schemes through SMS

age * info of new schemes through SMS Crosstabulation

Count info of new schemes through SMS strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 1 9 6 37 18 71 25-40yrs 0 5 5 24 7 41 above 40yrs 0 1 1 9 2 13 Total 1 15 12 70 27 125

Interpretation – Cross Tabulation Here majority respondents of all the three age groups like information of new schemes/offers through SMS

106 Table 4.a.3.17.2 indicating chi square between age and liking of information of new schemes through SMS

Chi-Square Tests

Null Hypotheses Liking of information of new schemes through SMS is independent of age

Alternate Hypotheses Liking of information of new schemes through SMS is dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 3.154 Hence liking of information of new schemes through SMS is independent of age

107 4.a.3.18 Age and buying of the MSP having the most visibility through ads and posters To identify the proportion of the three age groups who like the buying of the MSP having the most visibility through ads and posters; and also to analyse whether liking of the MSP having the most visibility through ads and posters is dependent on age.

Table 4.a.3.18.1 indicating cross tabulation between age and buying of the MSP having the most visibility through ads and posters

age * influence of ads and posters Crosstabulation

Count influence of ads and posters strongly disagree disagree undecided agree Total age 18-25yrs 0 22 26 23 71 25-40yrs 4 6 18 13 41 above 40yrs 0 3 6 4 13 Total 4 31 50 40 125

Interpretation – Cross Tabulation In the 18-25 yrs age group 49 out of 71 like the MSP having good visibility through ads and posters and a good portion of 22 respondents don’t want to go by ads and posters; and majority respondents of the 25- 40 yrs and above 40 yrs age group are influenced by ads and posters of MSP.

108 Table 4.a.3.18.2 indicating chi square between age and buying of the MSP having the most visibility through ads and posters

Chi-Square Tests

Null Hypotheses Liking of the MSP having the most visibility through ads and posters is independent of age Alternate Hypotheses Liking of the MSP having the most visibility through ads and posters is dependent on age

The degree of freedom is 6 and the critical table value at 5% level of significance is 12.59 Pearson Chi-square statistic is 11.507 Hence liking of the MSP having the most visibility through ads and posters is independent of age

109 4.a.3.19 Age and liking for the mobile connection which the friends have To identify the proportion of the three age groups who like to have the mobile connection which their friends have; and also to analyse whether liking of the mobile connection which the friends have is dependent on age.

Table 4.a.3.19.1 indicating cross tabulation between age and liking for the mobile connection which the friends have

age * influence of friends Crosstabulation

Count influence of friends strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 2 16 8 38 7 71 25-40yrs 5 24 0 12 0 41 above 40yrs 1 4 1 6 1 13 Total 8 44 9 56 8 125

Interpretation – Cross Tabulation In the 18-25 yrs age group 45 out of 71 like to get the mobile connection which their friends have and 18 disagrees to that; and majority respondents of the 25-40 yrs and above 40 yrs age group are not influenced by the mobile connection of their friends. Thus younger segment is more influenced by friends circle.

110 Table 4.a.3.19.2 indicating chi square between age and liking for the mobile connection which the friends have

Chi-Square Tests

Null Hypotheses Liking for the mobile connection which the friends have is independent of age Alternate Hypotheses Liking for the mobile connection which the friends have is dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 25.252 Hence liking for the mobile connection which the friends have is dependent on age

111 4.a.4 Factor Analysis 4.a.4.1 Factors explaining variables that influences a customer Table 4.a.4.1 indicates factors explaining variance contributing towards influencing a customer

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Component Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 1 3.325 18.472 18.472 3.325 18.472 18.472 2.529 14.051 14.051 2 2.508 13.936 32.408 2.508 13.936 32.408 2.417 13.426 27.478 3 2.300 12.776 45.184 2.300 12.776 45.184 1.991 11.061 38.539 4 1.605 8.917 54.101 1.605 8.917 54.101 1.940 10.778 49.317 5 1.470 8.167 62.269 1.470 8.167 62.269 1.884 10.467 59.784 6 1.230 6.836 69.104 1.230 6.836 69.104 1.678 9.320 69.104 7 .897 4.983 74.087 8 .825 4.582 78.670 9 .706 3.922 82.591 10 .641 3.559 86.151 11 .567 3.152 89.303 12 .464 2.577 91.880 13 .414 2.299 94.179 14 .299 1.659 95.839 15 .287 1.597 97.435 16 .200 1.113 98.548 17 .162 .898 99.446 18 .100 .554 100.000 Extraction Method: Principal Component Analysis.

Interpretation Here it is clear that the first eigen value is equal to 3.325 and corresponds to 18.47% variance in the original data. Similarly the 2nd, 3rd, 4th, 5th and 6th factors have eigen values of 2.50, 2.30, 1.60, 1.47 and 1.23 and corresponds to 13.9%, 12.7%, 8.9%, 8.1% and 6.8% of variance in the data. Together the 6 factors explain only 69% variance in the original data.

It means that the above factors have relatively strong explaining power in influencing customer to buy a mobile connection. 112 4.a.4.2 Factors contributing towards influencing a customer in buying a mobile connection Here it is used to reduce 18 variables into small number of factors that explains most of the variance observed Table 4.a.4.2 indicates component matrix to reduce 18 variables into smaller no. of factors.

113 Rotated Component Matrixa

Component 1 2 3 4 5 6 usage of various bonus -.265 .087 .021 .205 .708 .105 card recharge cards with -.156 .507 .363 -.023 .270 -.079 bonus card low cost handset with free .161 .086 -.201 -.030 .835 .099 lifetime SIM Good caller tunes .077 .277 -.399 -.056 .195 .586 important NEWS display -.049 .358 .214 .491 .316 .260 swift customer care -.613 -.002 .380 .064 .066 .358 service after sales service from .263 -.174 .014 .645 .073 -.298 retailers transparency to various -.283 -.002 -.047 .704 -.186 .149 VAS Good network .170 .533 -.003 .343 -.315 .279 easy availability of SIM -.732 .415 .101 .036 .049 -.023 card hassle free activation -.204 .851 -.199 .108 .130 -.068 process availability of physical -.038 .805 -.125 -.154 .052 -.002 recharge and bonus card availibility of e-recharge .213 .039 .689 .150 .119 -.326 and bonus card retailer's .106 .201 -.822 .007 .300 -.062 recommendation info of new schemes .097 .076 .178 .734 .441 -.046 through retailers info of new schemes .716 -.095 .465 .145 -.049 .017 through SMS influence of ads and .825 .049 .044 -.010 .021 .228 posters influence of friends .086 -.148 -.026 .027 .080 .868 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 11 iterations.

Interpretation

Factor 1 Attributes Influence of ads and posters- .825 Information of new schemes through SMS- .716 These two external influencing agents contribute 18.47% variance in the original data. So these two provide a little impact in influencing customers to buy a mobile connection. 114 Factor 2 Attributes Hassle free activation process- .851 Availability of physical recharge and bonus cards- .805 Good network- .583 Recharge cards including bonus card facility- .507 Easy availability of SIM- .415 These five agents contribute 13.9% variance in the original data. Thus customers are influenced a bit by the above mentioned agents to get a mobile connection. Among these 5 agents hassle free activation process is the most important one. Factor 3 Attributes Availability of e-recharge and bonus cards- .689 Swift customer care service from retailers- .380 The above two agents contribute 12.7% variance in the original data. Of these two availability of e- recharge and bonus card is important in choosing a MSP. Factor 4 Attributes Information of new schemes through retailers- .734 Transparency in deducting customer balance- .704 After sales service from retailers- .645 The above three agents contribute only 8.9% variance in the original data. Factor 5 Attributes Low cost handset with free lifetime SIM- .835 Usage of various relevant bonus cards- .708 These two agents contribute 8.1% variance in the original data. Low cost handset provided by the MSPs does have a little influence.

Factor 6 Attributes Influence of friends’ mobile connection- .868 Good caller tunes- .586 These two agents contribute only 6.8% variance in the original data. Thus friends’ mobile connection and good caller tunes have little influencing power on the customers.

115 Thus it can be inferred that no single factor is heavily influencing customers in buying a mobile connection. Visibility of an MSP through ads and posters and information of new schemes/offers through SMS holds the most important position in influencing a customer. Also hassle free activation process, good network are some of the most important influencing agents. But friends’ mobile connection, caller tunes or too much usage of various bonus cards have very little impact on customers in buying a mobile connection. Also as the above factors explain only 69% of the variance, there are other unidentified factors that influence customers in choosing a mobile connection.

4.b Project (Part-I): Rest of Bengal Circle

4.b.1 Basic Analysis of Means and Percentages

116 4.b.1.1 Mobile Service Provider pattern

Table 4.b.1.1 indicates mobile service provider pattern of the respondents

which mobile connection

Cumulative Frequency Percent Valid Percent Percent Valid airtel 10 16.7 16.7 16.7 aircel 13 21.7 21.7 38.3 BSNL 10 16.7 16.7 55.0 RIM 6 10.0 10.0 65.0 smart 3 5.0 5.0 70.0 TATA 2 3.3 3.3 73.3 Vodafone 16 26.7 26.7 100.0 Total 60 100.0 100.0

Interpretation

Majority of the respondents have Vodafone (26.3%), while Aircel is the close follower (21.7%). Airtel and BSNL is at third position with 16.7%.

4.b.1.2 Mobile connection type

117 Table 4.b.1.2 indicates type of mobile connection of the respondents

type of connection

Cumulative Frequency Percent Valid Percent Percent Valid Lifetime 44 73.3 73.3 73.3 non lifetime 16 26.7 26.7 100.0 Total 60 100.0 100.0

Interpretation

Out of the 60 respondents 73.3% have lifetime connection and the rest have non-lifetime connection. Easy and cheap availability of lifetime SIMs have contributed to the rise of Lifetime owners in Malda and Bongaon.

118 4.b.1.3 Means of responses value which measure influence of call rate towards customer motivation Table 4.b.1.3 indicates influence of call rates among the respondents

N Minimum Maximum Mean Std. Deviation usage of various 60 1.00 5.00 3.3333 1.32341 bonus card recharge cards with 60 1.00 5.00 3.7333 1.30015 bonus card low cost handset 60 1.00 5.00 2.4167 1.31860 with free lifetime SIM Valid N (listwise) 60

Interpretation

The majority of the respondents like the usages of recharge cards including bonus card facility to reduce call rates. Low cost handsets with free lifetime SIM is not popular among customers. Availability of low cost Nokia hand set, warranty problem with MSP provided handset have contributed to this trend

119 4.b.1.4 Usage of various bonus cards in reducing call rates Table 4.b.1.4 indicates liking of the usage of various bonus cards among the respondents

usage of various bonus card

Interpretation

Out of the 60 respondents only 46.7% like the usage of various bonus cards to reduce call rates. Rest of the rural respondents either doesn’t like too much use of bonus cards or confused and undecided in the matter.

120 4.b.1.5 Usage of only recharge cards including bonus card facility in reducing call rates Table 4.b.1.5 indicates liking of the usage of only recharge cards including bonus cards among the respondents

recharge cards with bonus card

Interpretation

Out of the 60 respondents 61.6% want only recharge cards/vouchers which include bonus card facility in reducing call rates. 20% of the respondents are confused with the issue. Thus a good section of the rural customer wants such recharge cards which also include some bonus card facility. This would lead to less confusion.

121 4.b.1.6 Usage of company provided low priced handsets with free lifetime SIM Table 4.b.1.6 indicates liking of the usage of low priced handsets provided by mobile service provider (MSP) with free lifetime SIM among the respondents

low cost handset with free lifetime SIM

Interpretation

Here only 20% of the respondents like MSP provided low priced hand sets with free life time SIM, while 65% don’t like that. This trend is mainly due to availability of low priced Handsets in the market, technical problem with MSP provided low priced hand sets, retailers’ pitching for separate handset.

122 4.b.1.7 Means of responses value which measure the influence of VAS and after sales service towards customer motivation Table 4.b.1.7 indicates influence of VAS and after sales service among the respondents

N Minimum Maximum Mean Std. Deviation Good caller tunes 60 1.00 5.00 2.5833 1.26614 important NEWS display 60 2.00 5.00 3.5667 .87074 swift customer care 60 3.00 5.00 4.2167 .76117 service after sales service from 60 4.00 5.00 4.7667 .42652 retailers transparency to various 60 2.00 5.00 4.0167 .92958 VAS Valid N (listwise) 60

Interpretation

The majority of the respondents provide top priority to good after sales service from the retailers, swift customer care service from MSP and absolute transparency and integrity on the part of the MSP in deducting balance related to various VAS. But the rural customers give least importance to caller tunes or NEWS display which will come with some charge.

123 4.b.1.8 Liking of MSP giving good caller tunes Table 4.b.1.8 indicates liking for the MSP providing good caller tunes among the respondents

Good caller tunes

Interpretation

Out of the 60 respondents only 28.3% would like the MSP which provides good and melodious caller tunes. But almost 61.6% respondents are not interested with caller tunes.

124 4.b.1.9 Liking of MSP giving important NEWS display Table 4.b.1.9 indicates liking for the MSP providing important NEWS display among the respondents

important NEWS display

Interpretation

Only 36.6% respondents want regular display of important NEWS by their MSP. While 35% respondents are not interested with NEWS display.

125 4.b.1.10 Liking of MSP which provides swift Customer Care Service Table 4.b.1.10 indicates liking for the MSP providing swift Customer Care Service among the respondents

swift customer care service

Cumulative Frequency Percent Valid Percent Percent Valid undecided 12 20.0 20.0 20.0 agree 23 38.3 38.3 58.3 strongly agree 25 41.7 41.7 100.0 Total 60 100.0 100.0

Interpretation

Out of the 60 respondents 80% wants swift customer care service from their MSP to solve various issues, while a 20% is undecided about it.

126 4.b.1.11 Liking of MSP for which the retailers can provide good after sales service Table 4.b.1.11 indicates liking for good after sales service provided by the retailers among the respondents

after sales service from retailers

Interpretation

All the respondents want excellent after sales service from the retailers for particular MSP.

127 4.b.1.12 Liking of MSP which is honest and transparent in deducting balance for various VAS Table 4.b.1.12 indicates liking for integrity and transparency from MSP among the respondents

transparency to various VAS

Interpretation

85% respondents want absolute transparency and integrity from the MSP in deducting balance related to various VAS charge.

128 4.b.1.13 Means of responses value which measure the external influencing factor towards customer motivation Table 4.b.1.13 indicates influence of various external influencing factors among the respondents

N Minimum Maximum Mean Std. Deviation Good network 60 4.00 5.00 4.8000 .40338 easy availability of SIM 60 3.00 5.00 4.4333 .62073 card hassle free activation 60 3.00 5.00 4.2833 .64022 process availability of physical 60 2.00 5.00 4.0500 .72311 recharge and bonus card availibility of e-recharge 60 4.00 5.00 4.3833 .49030 and bonus card retailer's 60 1.00 5.00 3.0667 1.31312 recommendation info of new schemes 60 3.00 5.00 4.2667 .51640 through retailers info of new schemes 60 2.00 5.00 3.9167 1.06232 through SMS influence of ads and 60 2.00 4.00 3.0333 .91996 posters influence of friends 60 2.00 5.00 3.2833 1.09066 Valid N (listwise) 60

Interpretation

The majority of the respondents give top importance to excellent network, hassle free activation process, easy availability of physical recharge and bonus cards and easy availability of SIM card in choosing a particular MSP. But respondents provide relatively less importance to ads-posters, retailers’ recommendation and influence of friends in choosing a MSP.

4.b.1.14 Liking of MSP having good network/connectivity

129 Table 4.b.1.14 indicates liking of MSP having good network among the respondents

Good network

Interpretation

Expectedly all respondents would like to choose MSP which have excellent network/coverage.

130 4.b.1.15 Liking of easy availability of SIM card Table 4.b.1.15 indicates liking of MSP among the respondents whose SIM card is easily available

easy availability of SIM card

Interpretation

93.3% of the respondents want easy availability of SIM card in the market. The rural customers also don’t want to waste time in searching for SIM.

131 4.b.1.16 Liking of easy hassle free activation process Table 4.b.1.16 indicates liking of MSP having easy hassle free activation process among the respondents

hassle free activation process

Interpretation

90% respondents want quick and hassle free activation process. Too much of intricacies and time related to document submission and others regarding activation are disliked by customer and they switch to next best option.

132 4.b.1.17 Liking of retailers recommendation Table 4.b.1.17 indicates influence of retailer’s recommendation among respondents

retailer's recommendation

Interpretation

45% of the respondents want to go with retailers recommendation in choosing a mobile connection, while 30% respondents don’t want retailers recommendation. Thus retailer’s pitching is not that important factor for the rural customer.

133 4.b.1.18 Liking of information of new schemes through SMS Table 4.b.1.18 indicates influence of information bursts of new schemes through SMS among respondents

info of new schemes through SMS

Interpretation

50% of the respondents want information of new schemes/offers through SMS. But a good 47% doesn’t like that due to the presence of semi-literate and illiterate customer. Thus effective SMS bursts is an important influencing factor only for the literate customer and those living in the town (in this case Malda town) area.

134 4.b.1.19 Liking of MSP which has more ads and posters Table 4.b.1.19 indicates influence of ads and posters among respondents

influence of ads and posters

Cumulative Frequency Percent Valid Percent Percent Valid disagree 24 40.0 40.0 40.0 undecided 10 16.7 16.7 56.7 agree 26 43.3 43.3 100.0 Total 60 100.0 100.0

Interpretation

Only 43% of the respondents would like the MSP which has extensive visibility, while 40% don’t want to go by ads and posters. Thus visibility has little impact on the rural customers in buying a mobile connection.

135 4.b.1.20 Liking of the MSP according to friends Table 4.b.1.20 indicates influence of friends mobile connection among respondents

influence of friends

Interpretation

53.4% respondents would like to go with the mobile connection which their friends have. This is mainly due to various low on-net tariffs offered by the MSPs. But a good section (36.7%) does not want to be influenced by the mobile connection of their friends.

4.b.2 Correlation

136 4.b.2.1 Correlation among gender and call rates related variables Table 4.b.2.1 indicates correlation among gender and call rate related variables- want of various bonus card, want of only recharge cards with bonus card facility and want of low cost handsets with free SIM

Correlations

low cost usage of recharge handset with various cards with free lifetime Gender bonus card bonus card SIM Gender Pearson Correlation 1 .165 .057 .011 Sig. (2-tailed) .207 .667 .934 N 60 60 60 60 usage of various Pearson Correlation .165 1 .624** -.081 bonus card Sig. (2-tailed) .207 .000 .539 N 60 60 60 60 recharge cards with Pearson Correlation .057 .624** 1 .234 bonus card Sig. (2-tailed) .667 .000 .072 N 60 60 60 60

low cost handset Pearson Correlation .011 -.081 .234 1 with free lifetime SIM Sig. (2-tailed) .934 .539 .072 N 60 60 60 60 **. Correlation is significant at the 0.01 level (2-tailed).

137 4.b.2.2 Correlation among gender and VAS related variables Table 4.b.2.2 indicates correlation among gender and VAS related variables- good caller tunes, important NEWS display, responsive & swift customer care service, good after sales service and transparency related to deduction of customer balance in VAS

Correlations

swift after sales Good caller important customer service from transparency Gender tunes NEWS display care service retailers to various VAS Gender Pearson Correlation 1 -.093 .028 .046 .273* -.089 Sig. (2-tailed) .478 .834 .726 .035 .501 N 60 60 60 60 60 60 Good caller tunes Pearson Correlation -.093 1 .255* .429** .037 .064 Sig. (2-tailed) .478 .050 .001 .781 .629 N 60 60 60 60 60 60 important NEWS display Pearson Correlation .028 .255* 1 .028 -.011 .153 Sig. (2-tailed) .834 .050 .830 .932 .242 N 60 60 60 60 60 60 swift customer care Pearson Correlation .046 .429** .028 1 .054 -.293* service Sig. (2-tailed) .726 .001 .830 .682 .023 N 60 60 60 60 60 60 after sales service from Pearson Correlation .273* .037 -.011 .054 1 .010 retailers Sig. (2-tailed) .035 .781 .932 .682 .940 N 60 60 60 60 60 60 transparency to various Pearson Correlation -.089 .064 .153 -.293* .010 1 VAS Sig. (2-tailed) .501 .629 .242 .023 .940 N 60 60 60 60 60 60 *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).

138 4.b.2.3 Correlation among gender and external influencing factor related variables Table 4.b.2.3 indicates correlation among gender and external influencing variables-easy availability of SIM, hassle free activation process, retailers’ recommendation, influence of ads & posters and mobile connection of friends

Correlations

easy hassle free retailer's influence availability activation recomme of ads and influence Gender of SIM card process ndation posters of friends Gender Pearson Correlation 1 .169 .080 -.014 .084 -.111 Sig. (2-tailed) .197 .543 .915 .524 .397 N 60 60 60 60 60 60 easy availability of Pearson Correlation .169 1 .709** .567** .627** .116 SIM card Sig. (2-tailed) .197 .000 .000 .000 .377 N 60 60 60 60 60 60 hassle free Pearson Correlation .080 .709** 1 .280* .243 -.020 activation process Sig. (2-tailed) .543 .000 .031 .062 .881 N 60 60 60 60 60 60

retailer's Pearson Correlation -.014 .567** .280* 1 .531** .507** recommendation Sig. (2-tailed) .915 .000 .031 .000 .000 N 60 60 60 60 60 60 influence of ads Pearson Correlation .084 .627** .243 .531** 1 .311* and posters Sig. (2-tailed) .524 .000 .062 .000 .015 N 60 60 60 60 60 60 influence of friends Pearson Correlation -.111 .116 -.020 .507** .311* 1 Sig. (2-tailed) .397 .377 .881 .000 .015 N 60 60 60 60 60 60 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

139 4.b.2.4 Correlation among age and call rates related variables Table 4.b.2.4 indicates correlation among age and call rate related variables- want of various bonus card, want of only recharge cards with bonus card facility and want of low cost handsets with free SIM

Correlations

low cost usage of recharge handset with various cards with free lifetime age bonus card bonus card SIM age Pearson Correlation 1 -.020 .008 .036 Sig. (2-tailed) .878 .950 .788 N 60 60 60 60 usage of various Pearson Correlation -.020 1 .624** -.081 bonus card Sig. (2-tailed) .878 .000 .539 N 60 60 60 60 recharge cards with Pearson Correlation .008 .624** 1 .234 bonus card Sig. (2-tailed) .950 .000 .072 N 60 60 60 60

Interpretation Here age has no strong correlation with any of the variables mentioned above. It means that change in gender reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of gender.

140 4.b.2.5 Correlation among age and VAS related variables Table 4.b.2.5 indicates correlation among age and VAS related variables- good caller tunes, important NEWS display, responsive & swift customer care service, good after sales service and transparency related to deduction of customer balance in VAS

Correlations

swift after sales Good caller important customer service from transparency age tunes NEWS display care service retailers to various VAS age Pearson Correlation 1 .005 -.250 .336** -.182 -.307* Sig. (2-tailed) .968 .054 .009 .164 .017 N 60 60 60 60 60 60 Good caller tunes Pearson Correlation .005 1 .255* .429** .037 .064 Sig. (2-tailed) .968 .050 .001 .781 .629 N 60 60 60 60 60 60 important NEWS display Pearson Correlation -.250 .255* 1 .028 -.011 .153 Sig. (2-tailed) .054 .050 .830 .932 .242 N 60 60 60 60 60 60 swift customer care Pearson Correlation .336** .429** .028 1 .054 -.293* service Sig. (2-tailed) .009 .001 .830 .682 .023 N 60 60 60 60 60 60 after sales service from Pearson Correlation -.182 .037 -.011 .054 1 .010 retailers Sig. (2-tailed) .164 .781 .932 .682 .940 N 60 60 60 60 60 60 transparency to various Pearson Correlation -.307* .064 .153 -.293* .010 1 VAS Sig. (2-tailed) .017 .629 .242 .023 .940 N 60 60 60 60 60 60 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

Interpretation

Here age has no strong correlation with any of the variables mentioned above. In fact age has negative correlation with liking for transparency in deducting balance related to VAS at 95% confidence level

141 4.b.2.6 Correlation among age and external influencing factor related variables Table 4.b.2.6 indicates correlation among age and external influencing variables-easy availability of SIM, hassle free activation process, retailers’ recommendation, influence of ads & posters and mobile connection of friends

Correlations

easy hassle free retailer's influence availability activation recomme of ads and influence age of SIM card process ndation posters of friends age Pearson Correlation 1 .392** .207 .355** .399** -.001 Sig. (2-tailed) .002 .113 .005 .002 .993 N 60 60 60 60 60 60 easy availability of Pearson Correlation .392** 1 .709** .567** .627** .116 SIM card Sig. (2-tailed) .002 .000 .000 .000 .377 N 60 60 60 60 60 60 hassle free Pearson Correlation .207 .709** 1 .280* .243 -.020 activation process Sig. (2-tailed) .113 .000 .031 .062 .881 N 60 60 60 60 60 60

retailer's Pearson Correlation .355** .567** .280* 1 .531** .507** recommendation Sig. (2-tailed) .005 .000 .031 .000 .000 N 60 60 60 60 60 60 influence of ads Pearson Correlation .399** .627** .243 .531** 1 .311* and posters Sig. (2-tailed) .002 .000 .062 .000 .015 N 60 60 60 60 60 60 influence of friends Pearson Correlation -.001 .116 -.020 .507** .311* 1 Sig. (2-tailed) .993 .377 .881 .000 .015 N 60 60 60 60 60 60 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

Interpretation Here age has positive correlation with easy availability of SIM card, retailers’ recommendation in buying a new mobile connection and influence of ads and posters at .01 significance level. It means that change in age would lead to change of the influence of the above variables at 99% confidence level.

142 4.b.2.7 Correlation among education level and call rates related variables Table 4.b.2.7 indicates correlation among education level and call rate related variables- want of various bonus card, want of only recharge cards with bonus card facility and want of low cost handsets with free SIM

Correlations

low cost usage of recharge handset with education various cards with free lifetime level bonus card bonus card SIM education level Pearson Correlation 1 .116 .094 .116 Sig. (2-tailed) .378 .473 .376 N 60 60 60 60 usage of various Pearson Correlation .116 1 .624** -.081 bonus card Sig. (2-tailed) .378 .000 .539 N 60 60 60 60 recharge cards with Pearson Correlation .094 .624** 1 .234 bonus card Sig. (2-tailed) .473 .000 .072 N 60 60 60 60

Interpretation Here education level of consumers has no strong correlation with any of the variables mentioned above. It means that change in education level reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of education level. But liking for the usage of various relevant bonus cards has strong positive correlation at 99% confidence level with liking for the usage of recharge cards with bonus card facility.

143 4.b.2.8 Correlation among education level and VAS related variables Table 4.b.2.8 indicates correlation among education level and VAS related variables- good caller tunes, important NEWS display, responsive & swift customer care service, good after sales service and transparency related to deduction of customer balance in VAS

Correlations

swift after sales education Good caller important customer service from transparency level tunes NEWS display care service retailers to various VAS education level Pearson Correlation 1 .097 -.058 -.081 .432** -.099 Sig. (2-tailed) .461 .662 .540 .001 .452 N 60 60 60 60 60 60 Good caller tunes Pearson Correlation .097 1 .255* .429** .037 .064 Sig. (2-tailed) .461 .050 .001 .781 .629 N 60 60 60 60 60 60 important NEWS display Pearson Correlation -.058 .255* 1 .028 -.011 .153 Sig. (2-tailed) .662 .050 .830 .932 .242 N 60 60 60 60 60 60 swift customer care Pearson Correlation -.081 .429** .028 1 .054 -.293* service Sig. (2-tailed) .540 .001 .830 .682 .023 N 60 60 60 60 60 60 after sales service from Pearson Correlation .432** .037 -.011 .054 1 .010 retailers Sig. (2-tailed) .001 .781 .932 .682 .940 N 60 60 60 60 60 60 transparency to various Pearson Correlation -.099 .064 .153 -.293* .010 1 VAS Sig. (2-tailed) .452 .629 .242 .023 .940 N 60 60 60 60 60 60 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

Interpretation

Here education level of customers has relatively strong correlation with good after sales service provided by the retailers at 99% confidence level. This means that change in education level will lead to change of the influence good after sales service provided by the retailers.

144 4.b.2.9 Correlation among education level and external influencing factor related variables

Table 4.b.2.9 indicates correlation among education level and external influencing variables-easy availability of SIM, hassle free activation process, retailers’ recommendation, influence of ads & posters and mobile connection of friends

Correlations

easy hassle free retailer's influence education availability activation recomme of ads and influence level of SIM card process ndation posters of friends education level Pearson Correlation 1 -.297* -.336** -.187 -.133 -.281* Sig. (2-tailed) .021 .009 .153 .309 .029 N 60 60 60 60 60 60 easy availability of Pearson Correlation -.297* 1 .709** .567** .627** .116 SIM card Sig. (2-tailed) .021 .000 .000 .000 .377 N 60 60 60 60 60 60 hassle free Pearson Correlation -.336** .709** 1 .280* .243 -.020 activation process Sig. (2-tailed) .009 .000 .031 .062 .881 N 60 60 60 60 60 60

retailer's Pearson Correlation -.187 .567** .280* 1 .531** .507** recommendation Sig. (2-tailed) .153 .000 .031 .000 .000 N 60 60 60 60 60 60 influence of ads Pearson Correlation -.133 .627** .243 .531** 1 .311* and posters Sig. (2-tailed) .309 .000 .062 .000 .015 N 60 60 60 60 60 60 influence of friends Pearson Correlation -.281* .116 -.020 .507** .311* 1 Sig. (2-tailed) .029 .377 .881 .000 .015 N 60 60 60 60 60 60 *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).

145 Interpretation Here education level of customers has very weak correlation or negative correlation with other external influencing factors. Influences of the above variables are universal irrespective of education level.

Influence of easy availability of SIM card and hassle free activation process is positively correlated at .01 significance level. It means that easy availability of SIM leads to hassle free activation process at 99% confidence level.

Easy availability of SIM card is strongly correlated with retailers’ recommendation. This means that change in retailers’ recommendation is influenced by easy availability of SIM card of a particular MSP .

Also retailers’ recommendation has positive correlation with visibility through ads and posters of a MSP. This means that change in the degree of visibility through ads and posters leads to change in retailers’ recommendation.

Thus in rural belt retailers’ pitching is very much related with- (1) easy availability of SIM card of an MSP and (2) visibility created through ads and posters by the MSP.

146 4.b.3 Cross tab and Chi-square

4.b.3.1 Gender and usage of various bonus cards in reducing call rates

To identify the proportion of Male and Female who like the usage of various bonus cards in reducing call rates; and also to analyse whether liking of various appropriate bonus cards in reducing call rates is dependent on gender.

Table 4.b.3.1.1 indicating cross tabulation between gender and usage of various appropriate bonus cards in reducing call rates

Gender * usage of various bonus card Crosstabulation

Count usage of various bonus card strongly disagree disagree undecided agree strongly agree Total Gender male 5 8 7 10 7 37 female 0 6 6 2 9 23 Total 5 14 13 12 16 60

Interpretation – Cross Tabulation Out of 37 male only 17 agree that usage of various appropriate bonus cards is useful in reducing call rates; and out of 23 female only 09 reflects the same view. Thus majority of the respondents in the rural belt don’t like too much of bonus cards as this leads to confusion.

147 Table 4.b.3.1.2 indicating chi-square between gender and usage of various appropriate bonus cards in reducing call rates

Chi-Square Tests

Null Hypotheses Liking of various bonus cards in reducing call rates are independent of gender

Alternate Hypotheses Liking of various bonus cards in reducing call rates are dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 148 Pearson Chi-square statistic is 8.121 Hence liking of various bonus cards in reducing call rates is independent of gender

4.b.3.2 Gender and usage of only recharge cards with bonus card facility in reducing call rates

To identify the proportion of Male and Female who like the usage of only recharge cards with bonus card facility in reducing call rates; and also to analyse whether liking of only recharge cards with bonus card facility in reducing call rates is dependent on gender.

Table 4.b.3.2.1 indicating cross tabulation between gender and usage of only recharge cards with bonus card facility in reducing call rates

Gender * recharge cards with bonus card Crosstabulation

Count recharge cards with bonus card strongly disagree disagree undecided agree strongly agree Total Gender male 5 4 6 5 17 37 female 0 2 6 9 6 23 Total 5 6 12 14 23 60

Interpretation – Cross Tabulation Out of 37 male 22 agree that usage of only recharge cards with bonus card facility is useful in reducing call rates; and out of 23 female 15 reflects the same view. 149 Table 4.b.3.2.2 indicating chi square between gender and usage of only recharge cards with bonus card facility in reducing call rates

Chi-Square Tests

Null Hypotheses Liking of only recharge cards with bonus card facility in reducing call rates are independent of gender

Alternate Hypotheses Liking of only recharge cards with bonus card facility in reducing call rates are dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 9.311 Hence liking of various bonus cards in reducing call rates is independent of gender

150 4.b.3.3 Gender and liking of MSP giving good caller tunes

To identify the proportion of Male and Female who like the MSP giving good caller tunes; and also to analyse whether liking of MSP giving good caller tunes is dependent on gender.

Table 4.b.3.3.1 indicating cross tabulation between gender and liking of MSP giving good caller tunes

Gender * Good caller tunes Crosstabulation

Count Good caller tunes strongly disagree disagree undecided agree strongly agree Total Gender male 9 11 4 9 4 37 female 2 15 2 2 2 23 Total 11 26 6 11 6 60

Interpretation – Cross Tabulation Out of 37 male only 13 like the MSP giving good caller tunes; and out of 23 female 4 reflects the same view. Thus a majority of the rural respondents (both male and female) are not influenced by good caller tunes in choosing their MSP.

151 Table 4.b.3.3.2 indicating chi square between gender and liking of the MSP giving good caller tunes

Chi-Square Tests

Null Hypotheses Liking of MSP giving good caller tunes are independent of gender

Alternate Hypotheses Liking of MSP giving good caller tunes are dependent on gender

152 The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 8.028 Hence liking of MSP giving good caller tunes are independent of gender

4.b.3.4 Gender and liking of important NEWS display

To identify the proportion of Male and Female who like important NEWS display; and also to analyse whether liking of important NEWS display is dependent on gender.

Table 4.b.3.4.1 indicating cross tabulation between gender and liking of important NEWS display

Gender * important NEWS display Crosstabulation

Count important NEWS display strongly disagree disagree undecided agree strongly agree Total Gender male 2 10 14 7 4 37 female 1 8 3 10 1 23 Total 3 18 17 17 5 60

Interpretation – Cross Tabulation

153 Out of 37 male only 11 like important NEWS display; and out of 23 female only 11 reflects the same view. Thus rural customers of Malda and Bongaon are not interested with NEWS display.

Table 4.b.3.4.2 indicating chi square between gender and liking of important NEWS display

Chi-Square Tests

Null Hypotheses Liking of important NEWS display is independent of gender

Alternate Hypotheses

154 Liking of important NEWS display is dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 7.124 Hence liking of important NEWS display is independent of gender

4.b.3.5 Gender and liking of MSP providing responsive and swift customer care service

To identify the proportion of Male and Female who like MSP providing responsive and swift customer care service; and also to analyse whether liking of MSP providing responsive and swift customer care service is dependent on gender.

Table 4.b.3.5.1 indicating cross tabulation between gender and liking of MSP providing responsive and swift customer care service

Gender * swift customer care service Crosstabulation

Count swift customer care service undecided agree strongly agree Total Gender male 6 18 13 37 female 6 5 12 23 Total 12 23 25 60

155 Interpretation – Cross Tabulation Out of 37 male 31 like the MSP providing responsive and swift customer care service; and out of 23 female 17 reflects the same view. Thus swift customer care service is an important influencing factor.

Table 4.b.3.5.2 indicating chi square between gender and liking of MSP providing responsive and swift customer care service

Chi-Square Tests

Null Hypotheses Liking MSP providing responsive and swift customer care service is independent of gender 156 Alternate Hypotheses Liking MSP providing responsive and swift customer care service is dependent on gender

The degree of freedom is 2 and the critical table value at 5% level of significance is 5.99 Pearson Chi-square statistic is 4.358 Hence liking of the MSP which provides responsive and swift customer care service is independent of gender

4.b.3.6 Gender and liking of retailers’ recommendation in buying a new mobile connection To identify the proportion of Male and Female who like retailers’ recommendation in buying a new mobile connection; and also to analyse whether liking of retailers’ recommendation in buying a new mobile connection is dependent on gender.

Table 4.b.3.6.1 indicating cross tabulation between gender and liking retailers’ recommendation in buying a new mobile connection

157 Gender * retailer's recommendation Crosstabulation

Count retailer's recommendation strongly disagree disagree undecided agree strongly agree Total Gender male 6 4 11 13 3 37 female 6 2 4 7 4 23 Total 12 6 15 20 7 60

Interpretation – Cross Tabulation Out of 37 male 16 like retailers’ recommendation in buying a new mobile connection; and out of 23 female 11 reflects the same view. Thus a good no. of respondents don’t want to go with retailers’ recommendation in choosing a MSP.

Table 4.b.3.6.2 indicating chi square between gender and liking of retailers’ recommendation in buying a new mobile connection

Chi-Square Tests

Interpretation- Chi square 158 Null Hypotheses Liking of retailers’ recommendation in buying a new mobile connection is independent of gender

Alternate Hypotheses Liking of retailers’ recommendation in buying a new mobile connection is dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 2.76 Hence liking of retailers’ recommendation in buying a new mobile connection is independent of gender.

4.b.3.7 Gender and liking of information of new schemes through SMS To identify the proportion of Male and Female who like information of new schemes through SMS; and also to analyse whether liking of information of new schemes through SMS is dependent on gender.

Table 4.b.3.7.1 indicating cross tabulation between gender and liking of information of new schemes through SMS

Gender * info of new schemes through SMS Crosstabulation

Count info of new schemes through SMS strongly disagree disagree undecided agree strongly agree Total Gender male 1 15 2 16 3 37 female 0 12 0 4 7 23 Total 1 27 2 20 10 60

159 Interpretation – Cross Tabulation Out of 37 male 19 like information of new schemes through SMS ;and out of 23 female 11 reflects the same view. Thus a good portion of the respondents can’t make out of SMS.

Table 4.b.3.7.2 indicating chi square between gender and liking of information of new schemes through SMS

Chi-Square Tests

Null Hypotheses Liking of information of new schemes through SMS is independent of gender

160 Alternate Hypotheses Liking of information of new schemes through SMS is dependent on gender

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 9.377 Hence liking of information of new schemes through SMS is independent of gender

4.b.3.8 Gender and buying of the MSP having the most visibility through ads and posters To identify the proportion of Male and Female who like the buying of the MSP having the most visibility through ads and posters; and also to analyse whether liking of the MSP having the most visibility through ads and posters is dependent on gender.

Table 4.b.3.8.1 indicating cross tabulation between gender and buying of the MSP having the most visibility through ads and posters

161 Gender * influence of ads and posters Crosstabulation

Count influence of ads and posters disagree undecided agree Total Gender male 16 6 15 37 female 8 4 11 23 Total 24 10 26 60

Interpretation – Cross Tabulation Out of 37 male only 15 like the buying of the MSP having the most visibility through ads and posters; and out of 23 female 11 reflects the same view. But a good section of male and female don’t want to go with ads and posters.

Table 4.b.3.8.2 indicating chi square between gender and buying of the MSP having the most visibility through ads and posters

162 Chi-Square Tests

Asymp. Sig. Value df (2-sided) Pearson Chi-Square .439a 2 .803 Likelihood Ratio .442 2 .802 Linear-by-Linear .416 1 .519 Association N of Valid Cases 60 a. 1 cells (16.7%) have expected count less than 5. The minimum expected count is 3.83.

Null Hypotheses Liking of the MSP having the most visibility through ads and posters is independent of gender Alternate Hypotheses Liking of the MSP having the most visibility through ads and posters is dependent on gender

The degree of freedom is 2 and the critical table value at 5% level of significance is 5.99 Pearson Chi-square statistic is .439 Hence liking of the MSP having the most visibility through ads and posters is independent of gender

4.b.3.9 Gender and liking for the mobile connection which the friends have

163 To identify the proportion of Male and Female who like to have the mobile connection which their friends have; and also to analyse whether liking of the mobile connection which the friends have is dependent on gender.

Table 4.b.3.9.1 indicating cross tabulation between gender and liking for the mobile connection which the friends have

Gender * influence of friends Crosstabulation

Count influence of friends disagree undecided agree strongly agree Total Gender male 11 4 19 3 37 female 11 2 6 4 23 Total 22 6 25 7 60

Interpretation – Cross Tabulation Out of 37 male 22 like the buying of the mobile connection which their friends have and 11 don’t like the same; also out of 23 female 10 like the buying of the mobile connection which their friends have and 11 don’t like the same. Thus rural males are more influenced by friends circle.

Table 4.b.3.9.2 indicating chi square between gender and liking for the mobile connection which the friends have 164 Chi-Square Tests

Null Hypotheses Liking for the mobile connection which the friends have is independent of gender Alternate Hypotheses Liking for the mobile connection which the friends have is dependent on gender

The degree of freedom is 3 and the critical table value at 5% level of significance is 7.82 Pearson Chi-square statistic is 4.551 Hence liking for the mobile connection which the friends have is independent of gender

165 4.b.3.10 Age and usage of various bonus cards in reducing call rates

To identify the proportion of the three age groups who like the usage of various bonus cards in reducing call rates; and also to analyse whether liking of various appropriate bonus cards in reducing call rates is dependent on age.

Table 4.b.3.10.1 indicating cross tabulation between age and usage of various appropriate bonus cards in reducing call rates

age * usage of various bonus card Crosstabulation

Count usage of various bonus card strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 0 4 11 6 5 26 25-40yrs 5 8 2 6 8 29 above 40yrs 0 2 0 0 3 5 Total 5 14 13 12 16 60

Interpretation – Cross Tabulation It is found that the usage of various appropriate bonus cards in reducing call rates is almost equally liked and disliked in all the three age groups

166 Table 4.b.3.10.2 indicating chi-square between age and usage of various appropriate bonus cards in reducing call rates

Chi-Square Tests

Null Hypotheses Liking of various bonus cards in reducing call rates are independent of age

Alternate Hypotheses Liking of various bonus cards in reducing call rates are dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 19.746 Hence liking of various bonus cards in reducing call rates is dependent on age

167 4.b.3.11 Age and usage of only recharge cards with bonus card facility in reducing call rates

To identify the proportion of the three age groups who like the usage of only recharge cards with bonus card facility in reducing call rates; and also to analyse whether liking of only recharge cards with bonus card facility in reducing call rates is dependent on age.

Table 4.b.3.11.1 indicating cross tabulation between age and usage of only recharge cards with bonus card facility in reducing call rates

age * recharge cards with bonus card Crosstabulation

Count recharge cards with bonus card strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 0 2 10 6 8 26 25-40yrs 5 4 2 3 15 29 above 40yrs 0 0 0 5 0 5 Total 5 6 12 14 23 60

Interpretation – Cross Tabulation It is found that the usage of only recharge cards with bonus card facility is liked by all the three age groups, though customer of older age prefer it a lot to reduce call rates.

168 Table 4.b.3.11.2 indicating chi square between age and usage of only recharge cards with bonus card facility in reducing call rates

Chi-Square Tests

Null Hypotheses Liking of only recharge cards with bonus card facility in reducing call rates are independent of age

Alternate Hypotheses Liking of only recharge cards with bonus card facility in reducing call rates are dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 32.675 Hence liking of various bonus cards in reducing call rates is dependent on age

169 4.b.3.12 Age and liking for low priced handset provided by the MSP with free lifetime SIM

To identify the proportion of the three age groups who like low priced handset provided by the MSP with free lifetime SIM; and also to analyse whether liking of low priced handset provided by the MSP with free lifetime SIM is dependent on age.

Table 4.b.3.13.1 indicating cross tabulation between age and liking of low priced handset provided by the MSP with free lifetime SIM

age * low cost handset with free lifetime SIM Crosstabulation

Count low cost handset with free lifetime SIM strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 6 13 3 1 3 26 25-40yrs 7 10 6 1 5 29 above 40yrs 3 0 0 2 0 5 Total 16 23 9 4 8 60

Interpretation-cross tabulation Here in all the three age groups majority of the respondents don’t like low priced handset provided by the MSP with free life time SIM

170 Table 4.b.3.12.2 indicating chi square between age and liking of low priced handset provided by the MSP with free lifetime SIM

Chi-Square Tests

Null Hypotheses Liking of low priced handset provided by the MSP with free lifetime SIM are independent of age

Alternate Hypotheses Liking of low priced handset provided by the MSP with free lifetime SIM are dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 16.97 Hence liking of low priced handset provided by the MSP with free lifetime SIM are dependent on age

4.b.3.13 Gender and liking of MSP giving good caller tunes 171 To identify the proportion of the three age groups who like the MSP giving good caller tunes; and also to analyse whether liking of MSP giving good caller tunes is dependent on age.

Table 4.b.3.13.1 indicating cross tabulation between age and liking of MSP giving good caller tunes

age * Good caller tunes Crosstabulation

Count Good caller tunes strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 2 16 2 6 0 26 25-40yrs 9 5 4 5 6 29 above 40yrs 0 5 0 0 0 5 Total 11 26 6 11 6 60

Interpretation – Cross Tabulation Majority respondents of all the three age groups are not interested with the MSP which provides good caller tunes

172 Table 4.b.3.13.2 indicating chi square between age and liking of the MSP giving good caller tunes

Chi-Square Tests

Null Hypotheses Liking of MSP giving good caller tunes are independent of age

Alternate Hypotheses Liking of MSP giving good caller tunes are dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 24.048 Hence liking of MSP giving good caller tunes are dependent on age

173 4.b.3.14 Age and liking of important NEWS display

To identify the proportion of the three age groups who like important NEWS display; and also to analyse whether liking of important NEWS display is dependent on age.

Table 4.b.3.14.1 indicating cross tabulation between age and liking of important NEWS display

age * important NEWS display Crosstabulation

Count important NEWS display strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 1 5 8 11 1 26 25-40yrs 1 10 8 6 4 29 above 40yrs 1 3 1 0 0 5 Total 3 18 17 17 5 60

Interpretation – Cross Tabulation Majority respondents of all the three age groups are not interested with important NEWS display

174 Table 4.b.3.14.2 indicating chi square between age and liking of important NEWS display

Chi-Square Tests

Null Hypotheses Liking of important NEWS display is independent of age

Alternate Hypotheses Liking of important NEWS display is dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 11.23 Hence liking of important NEWS display is independent of age

175 4.b.3.15 Age and liking of MSP providing responsive and swift customer care service

To identify the proportion of the three age groups who like MSP providing responsive and swift customer care service; and also to analyse whether liking of MSP providing responsive and swift customer care service is dependent on age.

Table 4.b.3.15.1 indicating cross tabulation between age and liking of MSP providing responsive and swift customer care service

age * swift customer care service Crosstabulation

Count swift customer care service undecided agree strongly agree Total age 18-25yrs 11 6 9 26 25-40yrs 1 15 13 29 above 40yrs 0 2 3 5 Total 12 23 25 60

Interpretation – Cross Tabulation Here majority respondents of all the three age groups like the MSP providing responsive and swift customer care service, though in the 18-25 yrs age group a good no. of respondents are undecided about the matter.

176 Table 4.b.3.15.2 indicating chi square between gender and liking of MSP providing responsive and swift customer care service

Chi-Square Tests

Null Hypotheses Liking MSP providing responsive and swift customer care service is independent of age

Alternate Hypotheses Liking MSP providing responsive and swift customer care service is dependent on age

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 15.164 Hence liking the MSP which provides responsive and swift customer care service is dependent on age

177 4.b.3.16 Age and liking of retailers’ recommendation in buying a new mobile connection To identify the proportion of the age groups who like retailers’ recommendation in buying a new mobile connection; and also to analyse whether liking of retailers’ recommendation in buying a new mobile connection is dependent on age.

Table 4.b.3.16.1 indicating cross tabulation between age and liking retailers’ recommendation in buying a new mobile connection

age * retailer's recommendation Crosstabulation

Count retailer's recommendation strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 10 2 3 9 2 26 25-40yrs 2 4 12 8 3 29 above 40yrs 0 0 0 3 2 5 Total 12 6 15 20 7 60

Interpretation – Cross Tabulation In the 18-25 yrs age group 11 out of 26 respondents like retailers’ recommendation in buying a new mobile connection and a good portion doesn’t like to go according to the retailer; and only 11 out of 29 respondents in the 25-40 yrs and 5 out of 5 in the above 40 yrs age group like retailers’ recommendation in buying a new mobile connection. Thus older respondents are likely to go with retailers’ recommendation.

178 Table 4.b.3.16.2 indicating chi square between age and liking of retailers’ recommendation in buying a new mobile connection

Chi-Square Tests

Null Hypotheses Liking of retailers’ recommendation in buying a new mobile connection is independent of age

Alternate Hypotheses Liking of retailers’ recommendation in buying a new mobile connection is dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 11.466 Hence liking of retailers’ recommendation in buying a new mobile connection is dependent on age.

179 4.b.3.17 Age and liking of information of new schemes through SMS To identify the proportion of the three age groups who like information of new schemes through SMS; and also to analyse whether liking of information of new schemes through SMS is dependent on age.

Table 4.b.3.17.1 indicating cross tabulation between age and liking of information of new schemes through SMS

age * info of new schemes through SMS Crosstabulation

Count info of new schemes through SMS strongly disagree disagree undecided agree strongly agree Total age 18-25yrs 0 18 0 7 1 26 25-40yrs 1 9 2 13 4 29 above 40yrs 0 0 0 0 5 5 Total 1 27 2 20 10 60

Interpretation – Cross Tabulation Here in the 18-25 yrs age group 18 out of 26 respondents don’t like information of new schemes through SMS; while majority of the respondents in the other two age groups like information of new schemes through SMS bursts. Thus younger generation gets irritated with SMS information from MSP.

Table 4.b.3.17.2 indicating chi square between age and liking of information of new schemes through SMS 180 Chi-Square Tests

Null Hypotheses Liking of information of new schemes through SMS is independent of age

Alternate Hypotheses Liking of information of new schemes through SMS is dependent on age

The degree of freedom is 8 and the critical table value at 5% level of significance is 15.51 Pearson Chi-square statistic is 36.784 Hence liking of information of new schemes through SMS is dependent on age

4.b.3.18 Age and buying of the MSP having the most visibility through ads and posters 181 To identify the proportion of the three age groups who like the buying of the MSP having the most visibility through ads and posters; and also to analyse whether liking of the MSP having the most visibility through ads and posters is dependent on age.

Table 4.b.3.18.1 indicating cross tabulation between age and buying of the MSP having the most visibility through ads and posters

age * influence of ads and posters Crosstabulation

Count influence of ads and posters disagree undecided agree Total age 18-25yrs 17 0 9 26 25-40yrs 7 10 12 29 above 40yrs 0 0 5 5 Total 24 10 26 60

Interpretation – Cross Tabulation In the 18-25 yrs age group 17 out of 26 respondents are not influenced by the MSP having good visibility through ads and posters; and majority respondents of the 25-40 yrs age group are confused and don’t want to go with the MSP having good visibility through ads and posters and all the respondents of above 40 yrs age group are influenced by ads and posters of MSP.

182 Table 4.b.3.18.2 indicating chi square between age and buying of the MSP having the most visibility through ads and posters

Chi-Square Tests

Null Hypotheses Liking of the MSP having the most visibility through ads and posters is independent of age Alternate Hypotheses Liking of the MSP having the most visibility through ads and posters is dependent on age

The degree of freedom is 4 and the critical table value at 5% level of significance is 9.49 Pearson Chi-square statistic is 22.889 Hence liking of the MSP having the most visibility through ads and posters is dependent on age

183 4.b.3.19 Age and liking for the mobile connection which the friends have To identify the proportion of the three age groups who like to have the mobile connection which their friends have; and also to analyse whether liking of the mobile connection which the friends have is dependent on age.

Table 4.b.3.19.1 indicating cross tabulation between age and liking for the mobile connection which the friends have

age * influence of friends Crosstabulation

Count influence of friends disagree undecided agree strongly agree Total age 18-25yrs 13 0 8 5 26 25-40yrs 6 6 15 2 29 above 40yrs 3 0 2 0 5 Total 22 6 25 7 60

Interpretation – Cross Tabulation In the 18-25 yrs age group 50% of the respondents want to have the mobile connection which their friends have; and majority respondents of the 25-40 yrs age group are influenced by the mobile connection of their friends. Thus younger segment is more influenced by friends circle.

184 Table 4.b.3.19.2 indicating chi square between age and liking for the mobile connection which the friends have

Chi-Square Tests

Null Hypotheses Liking for the mobile connection which the friends have is independent of age Alternate Hypotheses Liking for the mobile connection which the friends have is dependent on age

The degree of freedom is 6 and the critical table value at 5% level of significance is 12.59 Pearson Chi-square statistic is 14.308 Hence liking for the mobile connection which the friends have is dependent on age

4.b.4 Factor Analysis 4.b.4.1 Factors explaining variables that influences a customer 185 Table 4.b.4.1 indicates factors explaining variance contributing towards influencing a customer

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Component Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 1 4.545 25.252 25.252 4.545 25.252 25.252 3.430 19.057 19.057 2 3.233 17.959 43.211 3.233 17.959 43.211 2.860 15.887 34.944 3 2.587 14.371 57.582 2.587 14.371 57.582 2.752 15.288 50.233 4 2.103 11.685 69.267 2.103 11.685 69.267 2.461 13.670 63.902 5 1.383 7.682 76.949 1.383 7.682 76.949 2.020 11.223 75.126 6 1.161 6.452 83.401 1.161 6.452 83.401 1.490 8.275 83.401 7 .768 4.268 87.669 8 .591 3.283 90.952 9 .536 2.978 93.930 10 .321 1.784 95.714 11 .277 1.537 97.250 12 .212 1.177 98.427 13 .096 .532 98.960 14 .077 .429 99.389 15 .066 .365 99.754 16 .028 .158 99.912 17 .013 .070 99.982 18 .003 .018 100.000 Extraction Method: Principal Component Analysis.

Interpretation Here it is clear that the first eigen value is equal to 4.545 and corresponds to 25.25% variance in the original data. Similarly the 2nd, 3rd, 4th, 5th and 6th factors have eigen values of 3.23, 2.58, 2.10, 1.38 and 1.16 and corresponds to 17.9%, 14.37%, 11.68%, 7.68% and 6.45% of variance in the data. Together the 6 factors explain a good 83% variance in the original data.

It means that the above factors have strong explaining power in explaining customers’ motivation to buy a mobile connection.

4.b.4.2 Factors contributing towards influencing a customer in buying a mobile connection 186 Here it is used to reduce 18 variables into small number of factors that explains most of the variance observed Table 4.b.4.2 indicates component matrix to reduce 18 variables into smaller no. of factors.

Rotated Component Matrixa

Component 1 2 3 4 5 6 usage of various bonus .543 .625 .003 .132 .444 -.117 card recharge cards with .317 .594 .650 -.137 .197 .090 bonus card low cost handset with free .018 .045 .153 -.153 -.058 .884 lifetime SIM Good caller tunes -.054 .884 -.085 .148 .080 .354 important NEWS display .486 .281 -.122 -.160 .019 .293 swift customer care .080 .371 .116 .846 .088 .056 service after sales service from -.089 -.042 -.031 -.025 .908 .001 retailers transparency to various .083 .055 -.938 -.218 -.048 -.071 VAS Good network .236 -.745 -.111 .087 .387 .255 easy availability of SIM .800 -.307 .332 .209 .013 .082 card hassle free activation .895 .000 -.131 .174 -.174 .148 process availability of physical .875 -.059 .245 -.168 .111 -.298 recharge and bonus card availibility of e-recharge -.156 -.282 .323 .633 .361 -.365 and bonus card retailer's .352 .096 .779 .361 -.174 -.134 recommendation info of new schemes .546 .016 -.051 .381 .544 -.109 through retailers info of new schemes .046 -.092 .216 .580 -.305 -.285 through SMS influence of ads and .237 -.575 .322 .672 .051 -.027 posters influence of friends -.088 -.171 .570 .126 -.444 .198 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 13 iterations.

Interpretation

187 Factor 1 Attributes Hassle free activation- .895 Availability of physical recharge and bonus cards - .805 Easy availability of SIM- .800 Information of new schemes through retailers-.546 These above four influencing agents contribute 25.25% variance in the original data. Here it is clear that rural customers want hassle free activation process and easy availability of physical recharge and bonus cards and SIM. Factor 2 Attributes Good caller tunes- .884 Usage of various relevant bonus cards- .625 These two agents contribute 17.95% variance in the original data. Thus customers are influenced by good caller tunes and relevant bonus cards to reduce call rates in choosing a MSP. Factor 3 Attributes Retailers’ recommendation- .779 Recharge cards including bonus card facility- .650 Influence of friends’ mobile connection- .570 The above two agents contribute 14.37% variance in the original data. Of these three retailers’ recommendation is the most important in choosing a MSP for the rural customer. Factor 4 Attributes Swift customer care service- .846 Influence and ads and posters- .672 Availability of e-recharge and bonus cards- .633 Information of new schemes through SMS- .580 The above four agents contribute only 11.68% variance in the original data. Swift and responsive customer care service and visibility of a MSP is very important.

Factor 5 Attributes Good after sales service- .908 Good network-.387

188 These two agents contribute 7.68% variance in the original data.

Factor 6 Attributes Low cost handset with free lifetime SIM- .884 This agent contributes only 6.45% variance in the original data. Thus low cost handsets provided by the MSP is relatively less important influencing agent

Thus it can be inferred that hassle free activation, easy availability of physical recharge and bonus cards and SIM are the most important influencing agents for the rural customers to buy a mobile connection, . Good caller tunes and usage of relevant bonus cards in reducing call rates also influences a lot. Also rural customers go by retailers’ recommendation and friends’ mobile connection to some extent. Other factors also contribute to some extent.

4.c Project (Part-II): Kolkata Circle

4.c.1 Perceptual mapping

189 Table 4.c.1.1 indicates means and std. deviations of different attributes across the various brands

Report

Mobile Service bringing Customer Customer Network/ Provider (Brand) new offers call charges Care Services Satisfaction Connectivity Brand Pull Airtel Mean 4.5727 2.9364 4.1091 4.4364 4.8000 4.5182 N 110 110 110 110 110 110 Std. Deviation .59753 .51183 .66836 .53376 .40183 .50196 Aircel Mean 3.1545 3.3091 3.1364 3.0273 2.9818 3.0273 N 110 110 110 110 110 110 Std. Deviation .73180 .71351 .81811 .72262 .74170 .68348 BSNL Mean 2.4818 3.5727 2.4545 2.8818 2.8636 3.0364 N 110 110 110 110 110 110 Std. Deviation .50196 .56599 .56886 .67364 .49728 .64860 Smart Mean 2.5091 3.7000 2.3818 2.4636 2.7727 2.6545 N 110 110 110 110 110 110 Std. Deviation .76321 .72378 .69046 .58541 .63041 .66961 RIM Mean 2.6000 3.3000 2.5909 2.6182 2.5818 2.6909 N 110 110 110 110 110 110 Std. Deviation .54520 .53415 .59502 .52431 .59635 .55431 tata Mean 2.6091 3.1455 2.9727 2.9636 2.9455 2.7091 N 110 110 110 110 110 110 Std. Deviation .49019 .52175 .58198 .46781 .37919 .53063 Vodafone Mean 4.2727 2.8455 4.3273 4.6636 4.8000 4.7273 N 110 110 110 110 110 110 Std. Deviation .64834 .43233 .56029 .47463 .40183 .44740 Total Mean 3.1714 3.2584 3.1390 3.2935 3.3922 3.3377 N 770 770 770 770 770 770 Std. Deviation 1.02845 .64666 .97306 .99913 1.04611 1.01113

Interpretation

It is clear that the performance of these brands varies greatly across different attributes and is average for all the attributes except Airtel and Vodafone whose performance is better in comparison with other brands.

190 Summary of Canonical Discriminant Functions

Table 4.c.1.2 indicates Eigen values

Eigenvalues

Canonical Function Eigenvalue % of Variance Cumulative % Correlation 1 5.412a 94.1 94.1 .919 2 .175a 3.0 97.1 .386 3 .111a 1.9 99.0 .317 4 .035a .6 99.7 .184 5 .016a .3 99.9 .126 6 .004a .1 100.0 .062 a. First 6 canonical discriminant functions were used in the analysis.

Table 4.c.1.3 indicates Wilks’ lambda

Wilks' Lambda

Wilks' Test of Function(s) Lambda Chi-square df Sig. 1 through 6 .113 1661.743 36 .000 2 through 6 .725 244.848 25 .000 3 through 6 .852 121.847 16 .000 4 through 6 .947 41.320 9 .000 5 through 6 .980 15.184 4 .004 6 .996 2.939 1 .086

Interpretation The above two tables indicate that the first two functions explain most of variance in the input data while the contribution of the rests are negligible. Hence these two functions have been used for further interpretation.

191 Table 4.c.1.4 indicates standardized canonical discriminant function coefficients

Standardized Canonical Discriminant Function Coefficients

Function 1 2 3 4 5 6 bringing new offers .317 -.261 .894 .235 -.237 .239 call charges .078 .538 .256 -.064 .794 .321 Customer Care Services .152 -.614 -.116 -.039 .825 -.317 Customer Satisfaction .277 -.050 -.595 .063 -.059 .884 Network/Connectivity .551 .341 .112 -.795 -.102 -.192 Brand Pull .327 .523 -.199 .675 -.008 -.538

Table 4.c.1.5 indicates centroids for each brands

Functions at Group Centroids

Mobile Service Function Provider (Brand) 1 2 3 4 5 6 Airtel 3.558 .043 .416 -.088 -.140 .049 Aircel -.726 -.460 .294 .208 .182 .047 BSNL -1.381 .663 -.316 .135 -.033 .079 Smart -1.875 .474 .336 -.217 .104 -.062 RIM -1.935 -.236 .042 .191 -.192 -.079 tata -1.312 -.529 -.370 -.292 -.024 .035 Vodafone 3.670 .046 -.403 .062 .103 -.069 Unstandardized canonical discriminant functions evaluated at group means

Figure 4.c.1.6 indicates positioning of the Brands in the mind of the retailers

192 Brand positioning 0.8 B3 0.6 A2 B4 A6 0.4 A5

o B1 B7 i s

m -3 -2 -1 0 1 2 3 4 i A4 D -0.2 B5 A1 -0.4 B2 B6 -0.6 A3 -0.8 Dimension 1

Bringing new offers A1 Airtel B1 call charges A2 Aircel B2 customer care services A3 BSNL B3 customer satisfaction A4 Smart B4 Network A5 Reliance B5 brand pull A6 TATA B6 Vodafone B7

193 Interpretation

Using the standarised coefficients of the attributes on the functions 1 and 2 (from table 4.c.1.4) different attributes have been plotted as shown in Figure 4.c.1.6. Based on the distances of the attribute vectors from the axis and their lengths, it can be concluded that Bringing new offers, Customer satisfaction and Network weight heavily on dimension 1, though the weightage of Customer satisfaction is relatively lower as compared to the other two attributes. Also the graph indicates that Call charges, Customer care services and Brand pull weigh heavily on dimension 2. Of these Customer care service is the strongest attribute. The positions of the brands in the mind of the retailers with respect to these attributes are obtained from the graphs as shown in figure 4.c.1.6  Airtel is firmly identified by the attributes of good network, customer satisfaction, brand pull and bringing new offers in decreasing influencing order. However the short arrow of Customer satisfaction means that it is a less important attribute. But it can be concluded that retailers’ do not perceive Airtel having low call charges or good customer care services.  Vodafone is absolutely similar to Airtel in the mind of the retailers.  BSNL and Smart is relatively represented by the attribute of low call charges. The arrows of the other attributes point in the opposite direction and therefore do not have a significant influence on the perception of the brands. Hence it can be concluded that BSNL and Smart is perceived as a MSP only having low call charge.  None of the attribute vectors point towards Aircel, RIM and TATA. Hence it can be concluded that none of the attributes contribute to the differentiation of the brands from the rest. Among these three Aircel has slightly better position in the attributes.

194 4.c.2 Comparison of means Table 4.c.2.1 indicates satisfaction level of the retailers’ on various MSP brands based on certain parameters

Report

Scheme Scheme Communic Mobile Service Margins(b Issue Distributor Communic ation Provider (Brand) ackend) Settlement POP support Support Company visit ation (SMS) (distributor) Airtel Mean 3.0636 4.2909 4.0636 4.4364 2.0636 4.6636 4.4455 N 110 110 110 110 110 110 110 Std. Deviation .62483 .62583 .54650 .55068 .82703 .49358 .49929 Aircel Mean 3.2273 4.0091 3.1000 3.4000 1.9909 3.4455 3.2909 N 110 110 110 110 110 110 110 Std. Deviation .78587 .93353 .70320 .75662 .74803 .79663 .69527 BSNL Mean 3.0818 2.5636 2.5091 2.4545 1.7182 2.7727 3.0091 N 110 110 110 110 110 110 110 Std. Deviation .69245 .65703 .50221 .76189 .87924 .53602 .65659 Smart Mean 2.8909 2.5636 2.3636 2.7727 1.5909 2.7727 2.9091 N 110 110 110 110 110 110 110 Std. Deviation .75838 .69767 .68707 .77411 .74557 .71239 .71093 RIM Mean 2.6182 2.7273 2.7727 2.5273 2.0455 2.7000 2.8182 N 110 110 110 110 110 110 110 Std. Deviation .54152 .48669 .65887 .57003 .78268 .58341 .38746 tata Mean 3.0000 3.6000 2.9182 3.2818 1.9182 2.9182 3.1182 N 110 110 110 110 110 110 110 Std. Deviation .42835 .78050 .49087 .73111 .73111 .45194 .40027 Vodafone Mean 3.0182 4.3636 4.2636 4.4273 2.0818 3.9727 4.2727 N 110 110 110 110 110 110 110 Std. Deviation .55821 .48325 .55318 .56599 .76784 .45854 .54029 Total Mean 2.9857 3.4455 3.1416 3.3286 1.9156 3.3208 3.4091 N 770 770 770 770 770 770 770 Std. Deviation .65987 1.01498 .90911 1.02623 .80110 .91068 .83964

195 Interpretation

 Airtel- Here the retailers’ are absolutely satisfied in terms of scheme communication through SMS and also distributors. Any new schemes/offers are promptly communicated to the retailers’ through the above measures. Also it fares well regarding distributor support and issue settlement. Distributors of Airtel are absolutely responsive towards the need of the retailers through regular sales man visit, POP support etc. But company visit is poor along with average satisfaction from margins.  Aircel- Here the retailers’ are satisfied only in terms of issue settlement. Being new in Kolkata it emphasis on quick solution of any issue related to retailers. But it does not fare well in other parameters. On other parameters it is found to be average performer except direct company visit where it is very poor.  BSNL- It does not bring satisfaction to the retailers on any parameters except being average on giving margins (backend support) to retailers.  Smart, RIM- Retailers’ are not satisfied with these two MSP on any of the parameters.  TATA- It is relatively better in issue settlement and margins though the satisfaction level is average.  Vodafone- Here retailers’ satisfaction level is similar to that of the Airtel except faring slightly better in POP support and issue settlement and poorer in terms of scheme communication through SMS bursts. Here also retailers complain about poor direct company visit.

196 4.d Project (Part-II): Rest of Bengal Circle

4.d.1 Perceptual mapping

Table 4.d.1.1 indicates means and std. deviations of different attributes across the various brands

Report

Mobile Service bringing Customer Customer Network/ Provider (Brand) new offers call charges Care Services Satisfaction Connectivity Brand Pull Airtel Mean 4.2000 3.2000 4.1000 4.2167 4.6833 4.4500 N 60 60 60 60 60 60 Std. Deviation .54617 .44341 .57342 .45442 .46910 .50169 Aircel Mean 3.8167 3.8167 3.3833 3.5500 3.3333 3.7667 N 60 60 60 60 60 60 Std. Deviation .89237 .59636 .73857 .96419 .85701 .98060 BSNL Mean 2.7500 3.8167 2.3333 3.1833 3.1167 2.8500 N 60 60 60 60 60 60 Std. Deviation .43667 .39020 .54202 .65073 .55515 .65935 Smart Mean 3.3000 3.6667 2.6000 2.9000 2.7833 2.9167 N 60 60 60 60 60 60 Std. Deviation .56148 .47538 .58802 .57342 .78312 .78744 RIM Mean 3.1000 3.5833 3.1833 3.5500 3.5000 3.2167 N 60 60 60 60 60 60 Std. Deviation .83767 .74314 .62414 .85222 .96551 .92226 tata Mean 2.8667 3.2167 2.7333 2.7333 3.0000 2.7500 N 60 60 60 60 60 60 Std. Deviation .74712 .52373 .51640 .48246 .63779 .65419 Vodafone Mean 4.2500 3.1500 3.9000 4.4167 4.8500 4.7667 N 60 60 60 60 60 60 Std. Deviation .57120 .48099 .43957 .59065 .36008 .42652 Total Mean 3.4690 3.4929 3.1762 3.5071 3.6095 3.5310 N 420 420 420 420 420 420 Std. Deviation .88288 .59629 .84470 .89146 1.02704 1.04619

Interpretation

It is evident that the performance of these brands varies greatly across different attributes and is average for all the attributes except Airtel and Vodafone whose performance is better in comparison with other brands.

197 Summary of Canonical Discriminant Functions

Table 4.d.1.2 indicates Eigen values

Eigenvalues

Canonical Function Eigenvalue % of Variance Cumulative % Correlation 1 2.262a 77.4 77.4 .833 2 .322a 11.0 88.5 .494 3 .204a 7.0 95.4 .412 4 .117a 4.0 99.5 .324 5 .012a .4 99.9 .107 6 .004a .1 100.0 .066 a. First 6 canonical discriminant functions were used in the analysis.

Table 4.d.1.3 indicates Wilks’ lambda

Wilks' Lambda

Wilks' Test of Function(s) Lambda Chi-square df Sig. 1 through 6 .170 731.741 36 .000 2 through 6 .553 244.041 25 .000 3 through 6 .732 128.873 16 .000 4 through 6 .881 52.249 9 .000 5 through 6 .984 6.542 4 .162 6 .996 1.795 1 .180

Interpretation The above two tables indicate that the first two functions explain most of variance in the input data while the contribution of the rests are negligible. Hence these two functions have been used for further interpretation.

198 Table 4.d.1.4 indicates standardized canonical discriminant function coefficients

Standardized Canonical Discriminant Function Coefficients

Function 1 2 3 4 5 6 bringing new offers .218 .714 -.162 -.371 .766 -.249 call charges -.537 .156 .571 .348 .229 .573 Customer Care Services .473 -.064 -.461 .989 -.083 .165 Customer Satisfaction -.043 -.013 .814 .308 -.047 -1.054 Network/Connectivity .356 -1.023 .116 -.217 .648 .681 Brand Pull .295 .674 .037 -.620 -1.084 .349

Table 4.d.1.5 indicates centroids for each brands

Functions at Group Centroids

Mobile Service Function Provider (Brand) 1 2 3 4 5 6 Airtel 2.163 -.168 -.140 .185 .163 .068 Aircel -.095 1.065 .116 .279 -.108 .053 BSNL -1.753 -.467 .680 -.242 .016 .068 Smart -1.334 .603 -.218 -.270 .146 -.075 RIM -.390 -.494 .197 .595 -.020 -.089 tata -.857 -.474 -.875 -.101 -.096 .032 Vodafone 2.267 -.066 .239 -.446 -.101 -.057 Unstandardized canonical discriminant functions evaluated at group means

Figure 4.d.1.6 indicates positioning of the Brands in the mind of the retailers

199 Perception of Brands

B2 1 B4 A1

0.5 A6 2 A2 n o i A4 B7 s

n 0 Series1 e

m -2 -1.5 -1 -0.5 0 0.5 1 1.5 2 2.5 i A3 D B1 -0.5 B6 B3 B5

-1.5 Dimension 1

Bringing new offers A1 Airtel B1 Call charges A2 Aircel B2 Customer care services A3 BSNL B3 customer satisfaction A4 Smart B4 Reliance B5 Network A5 TATA B6 brand pull A6 Vodafone B7

Interpretation

200 Using the standarised coefficients of the attributes on the functions 1 and 2 (from table 4.d.1.4) different attributes have been plotted as shown in Figure 4.d.1.6. Based on the distances of the attribute vectors from the axis and their lengths, it can be concluded that Call charges, Customer care services and Customer satisfaction weight heavily on dimension 1, though the weightage of Customer satisfaction is very low as compared to the other two attributes. Also the graph indicates that Bringing new offers, Network and Brand pull weigh heavily on dimension 2. Of these Network is the strongest attribute. The positions of the brands in the mind of the retailers with respect to these attributes are obtained from the graphs as shown in figure 4.d.1.6  Vodafone is firmly identified by the attributes of good network and customer care services . Attributes like bringing new offers and brand pull have relative say in distinguishing the brand. But it is perceived as poor in terms of call charges and customer satisfaction although veryu small arrow towards customer satisfaction implies less weightage. Thus RoB retailers’ perceive Vodafone as a brand having excellent network and responsive customer care service, but poor in call charges and customer satisfaction.  Airtel is almost similar to Vodafone in the mind of the retailers. But it fares little less in brand pull and bringing new offers in comparison with Vodafone. Hence Vodafone is in top of retaliers’ mind regarding excellent network and customer care services.  Aircel is strongly represented by the attribute of bringing new offers, brand pull and call charges . The arrows of the other attributes point in the opposite direction and therefore do not have a significant influence on the perception of the brand. Hence it can be concluded that Aircel is perceived as a MSP only having low call charge and excellent brand pull.  Smart has relative strong position in the attribute of low call charges. But it fares poorly in all other attributes.  None of the attribute vectors point towards TATA , Smart and BSNL. Hence it can be concluded that none of the attributes contribute to the differentiation of the brands from the rest. Among these three RIM has slightly better position in the attribute of low call charges.

201 4.d.2 Comparison of means Table 4.d.2.1 indicates satisfaction level of the retailers’ on various MSP brands based on certain parameters

Report

Scheme Scheme Communic Mobile Service Margins(b Issue Distributor Communic ation Provider (Brand) ackend) Settlement POP support Support Company visit ation (SMS) (distributor) Airtel Mean 3.2333 3.6167 3.9333 4.3500 2.2667 4.5833 4.3000 N 60 60 60 60 60 60 60 Std. Deviation .53256 .49030 .66042 .48099 .48246 .49717 .46212 Aircel Mean 3.7667 3.5500 4.2000 3.5833 2.2833 3.7833 3.9000 N 60 60 60 60 60 60 60 Std. Deviation .62073 1.03211 .97076 .97931 .80447 .64022 .62977 BSNL Mean 3.5500 2.9000 2.6500 2.6833 1.3833 3.1833 3.3000 N 60 60 60 60 60 60 60 Std. Deviation .76856 .47657 .48099 .46910 .49030 .43146 .46212 Smart Mean 2.6500 2.9333 3.0000 3.0667 1.8167 3.2333 3.4167 N 60 60 60 60 60 60 60 Std. Deviation .48099 .63424 .82339 .60693 .56723 .42652 .49717 RIM Mean 3.0500 2.7000 3.2167 3.4167 1.9667 3.1667 3.8333 N 60 60 60 60 60 60 60 Std. Deviation .67460 .61891 .69115 .61868 .71228 .52615 .86684 tata Mean 2.6000 2.6167 3.3500 3.0000 1.7500 3.1000 3.5000 N 60 60 60 60 60 60 60 Std. Deviation .49403 .52373 .57711 .00000 .43667 .30253 .50422 Vodafone Mean 3.2167 3.9500 4.3833 4.0500 1.9333 4.0167 4.5000 N 60 60 60 60 60 60 60 Std. Deviation .58488 .50169 .61318 .67460 .70990 .12910 .50422 Total Mean 3.1524 3.1810 3.5333 3.4500 1.9143 3.5810 3.8214 N 420 420 420 420 420 420 420 Std. Deviation .71840 .79414 .92245 .82031 .67501 .68786 .71065

Interpretation 202  Airtel- Here the retailers’ are absolutely satisfied in terms of scheme communication through SMS and also distributors. Any new schemes/offers are promptly communicated to the retailers’ through the above measures. Also it fares well regarding distributor support and issue settlement. Distributors of Airtel are absolutely responsive towards the need of the retailers through regular sales man visit, POP support etc. But company visit is poor along with average satisfaction from margins.  Aircel- Here the retailers’ are satisfied interms of excellent POP support and margins. On other parameters it is found to be average performer except direct company visit where it is very poor.  BSNL- It does not bring satisfaction to the retailers on any parameters except being average on giving margins (backend support) to retailers.  Smart, RIM, TATA- Retailers’ are not satisfied with these three MSP on any of the parameters.  Vodafone- Here retailers’ satisfaction level is similar to that of the Airtel except faring slightly better in POP support and issue settlement and poorer in terms of scheme communication through SMS bursts. Here also retailers complain about poor direct company visit.

203 Chapter 5 Findings of the Study

204 5.a Project (Part-I): Kolkata Circle

5.a.1 Demographic profile of respondents

 Out of 125 respondents 67.2 % are male and 32.8% are female. There were more male respondent than female who took part in the survey.  Out of 125 respondents 56.8% are of the age 18-25 years, 32.8% are of the age 25-40 years and 10.4% are of the age above 40 years. So maximum respondents are in the age group of 18-25 years.  Out of 125 respondents 8.8% are below 10th standard, 64.8% are bachelors and 26.5% are master degree holder. Thus maximum respondents who took part in survey were mainly from mainly bachelors or masters degree holders.

5.a.2 Mobile Service Providers and type of mobile connection

 Majority of the respondents have Vodafone (39.2%), while Airtel is the close follower (24%). Aircel and Smart are also catching up with 11.2% and 10.4% respectively.  Out of the 125 respondents 91.2% have lifetime connection and only 8.8% have non-lifetime connection. This indicates customer wants monthly recharge free mobile connection which is also cost effective. Easy and cheap availability of lifetime SIMs also contributes to the trend. 5.a.3 Importance of call rates reducing agents in motivating customer  Out of the 125 respondents 90.4% like the usage of various bonus cards to reduce call rates. This indicates that customers want relevant bonus cards that would go a long way in reducing their mobile call expenditure.  Out of the 125 respondents 87.2% want only recharge cards/vouchers which include bonus card facility in reducing call rates. Too much separate use of recharge and bonus card confuse customer.  Here it is a mix response with 35.2% like MSP provided low priced hand sets with free life time SIM, while 33.6% don’t like that. Also 31.2% respondents are undecided about the matter. Thus a particular segment likes the low priced handsets due to cost effectiveness while another segment does not like the option.

205 5.a.4 Importance of VAS and After Sales Service in motivating customer  Out of the 125 respondents 72% would like the MSP which provides good and melodious caller tunes. But almost 24% would not like to choose MSP on the basis of caller tunes  A good 80.8% respondents want regular display of important NEWS by their MSP.  Out of the 125 respondents 68.8% wants swift customer care service from their MSP to solve various issues, while a significant portion 29.6% is undecided about it.  A hopping 96.8% respondent want good after sales service from the retailers for particular MSP.  96% respondents want absolute transparency and integrity from the MSP in deducting balance related to various VAS charge. 5.a.5 Importance of external influencing factors in motivating customer

 Expectedly all respondents would like to choose MSP which have excellent network/coverage

 96% of the respondents want easy availability of SIM card in the market. In the modern busy world customers don’t want to waste time in searching for SIM.  91.2% respondents want quick and hassle free activation process. Too much of intricacies and time related to document submission and others regarding activation are disliked by customer.  71.2% of the respondents want to go with retailers recommendation in choosing a mobile connection, while 19.2% respondents don’t want retailers recommendation. Thus retailer’s pitching is an important factor.  77% of the respondents want information of new schemes/offers through SMS. Thus effective SMS bursts is an important influencing factor for a customer.  Only 32% of the respondents would like the MSP which has extensive visibility. 40% respondents are undecided about the matter, while 28% don’t want to go by ads and posters. Thus visibility has less impact on the customers in buying a mobile connection.  51.2% respondents would like to go with the mobile connection which their friends have. This is mainly due to various low on-net tariffs offered by the MSPs. But a good section (41.6%) does not want to be influenced by the mobile connection of their friends.

206 5.a.6 Association among gender and call rates related variables

 Gender has no strong correlation with any of the variables mentioned above. It means that change in gender reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of gender. 5.a.7 Association among gender and VAS related variables

 Gender has no strong correlation with any of the variables mentioned above. It means that change in gender reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of gender. 5.a.8 Association among gender and external influencing factor related variables

 Gender has no strong correlation with any of the above variables except hassle free activation process.  Gender is negatively correlated with hassle free activation process. 5.a.9 Association among age and call rates related variables

 Age has relatively good correlation with low cost handset with free lifetime SIM .It means that change in age leads to change in buying behavior of low priced handset with free lifetime SIM.  Age does not have strong correlation with any other variables 5.a.10 Association among age and VAS related variables  Age has no strong correlation with any of the variables mentioned above. 5.a.11 Association among age and external influencing factor related variables  Age has no strong correlation with any of the above variables except influence of friends mobile connection.  Age is negatively correlated with friends’ mobile connection. 5.a.12 Association among education level and call rates related variables  Education level of consumers has no strong correlation with any of the variables mentioned above. It means that change in education level reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of education level. 5.a.13 Association among education level and VAS related variables  Education level of customers has very weak correlation or negative correlation with other VAS related variables. Influences of the above variables are universal irrespective of education level.  Liking of retailers’ recommendation in buying a new mobile connection is independent of gender.

207 5.a.14 Association among education level and external influencing factor related variables  Education level of customers has very weak correlation or negative correlation with other external influencing factors. Influences of the above variables are universal irrespective of education level.  Easy availability of SIM card and hassle free activation process is positively correlated. It means that easy availability of SIM leads to hassle free activation process at 99% confidence level. 5.a.15 Gender and usage of various bonus cards in reducing call rates  Out of 84 male 76 agree that usage of various appropriate bonus cards is useful in reducing call rates; and out of 41 female 37 reflects the same view.  Liking of various bonus cards in reducing call rates is independent of gender 5.a.16 Gender and usage of only recharge cards with bonus card facility in reducing call rates  Out of 84 male 69 agree that usage of only recharge cards with bonus card facility is useful in reducing call rates; and out of 41 female 40 reflects the same view.  Liking of only recharge cards with bonus card facility in reducing call rates are dependent on gender 5.a.17 Gender and liking of MSP giving good caller tunes  Out of 84 male 61 like the MSP giving good caller tunes; and out of 41 female 29 reflects the same view.  Liking of the MSP giving good caller tunes is independent of gender 5.a.18 Gender and liking of important NEWS display

 Out of 84 male 71 like important NEWS display; and out of 41 female 30 reflects the same view.

 Liking of important NEWS display is independent of gender 5.a.19 Gender and liking of MSP providing responsive and swift customer care service

 Out of 84 male 57 like the MSP providing responsive and swift customer care service; and out of 41 female 29 reflects the same view  Liking of the MSP which provides responsive and swift customer care service is independent of gender

208 5.a.20 Gender and liking of retailers’ recommendation in buying a new mobile connection  Out of 84 male 59 like retailers’ recommendation in buying a new mobile connection; and out of 41 female 30 reflects the same view. But quite a few male don’t like retailers’ recommendation in buying a new mobile connection.  Liking of retailers’ recommendation in buying a new mobile connection is dependent on gender. 5.a.21 Gender and liking of information of new schemes through SMS  Out of 84 male 62 like information of new schemes through SMS ;and out of 41 female 35 reflects the same view.  Liking of information of new schemes through SMS is independent of gender 5.a.22 Gender and buying of the MSP having the most visibility through ads and posters  Out of 84 male 60 like the buying of the MSP having the most visibility through ads and posters; and out of 41 female 30 reflects the same view. But a good section of male and female don’t want to go with ads and posters.  Liking of the MSP having the most visibility through ads and posters is independent of gender 5.a.23 Gender and liking for the mobile connection which the friends have  Out of 84 male 47 like the buying of the mobile connection which their friends have and 32 don’t like the same; also out of 41 female 17 like the buying of the mobile connection which their friends have and 20 don’t like the same. Thus a good section of respondent is not influenced by the mobile connection which their friends have.  Liking for the mobile connection which the friends have is independent of gender 5.a.24 Age and usage of various bonus cards in reducing call rates  It is found that the usage of various appropriate bonus cards in reducing call rates is liked by all the three age groups  Liking of various bonus cards in reducing call rates is independent of age 5.a.25 Age and usage of only recharge cards with bonus card facility in reducing call rates

209  It is found that the usage of only recharge cards with bonus card facility is liked by all the three age groups  Liking of only recharge cards with bonus card facility in reducing call rates are independent of age

5.a.26 Age and liking for low priced handset provided by the MSP with free lifetime SIM  In the 18-25 yrs age group majority does not like low priced handset provided by the MSP with free lifetime SIM; in 25-40 yrs age group 22 out of 41 like the above; and in the above 40 yrs age group 7 out of 13 like e above. Thus the younger segment is averse to low priced handset provided by the MSP with free lifetime SIM  Liking of low priced handset provided by the MSP with free lifetime SIM are dependent on age 5.a.27 Gender and liking of MSP giving good caller tunes  Majority respondents of all the three age groups like the MSP which provides good caller tunes  Liking of MSP giving good caller tunes are independent of age 5.a.28 Age and liking of important NEWS display  Majority respondents of all the three age groups like the MSP which provides important NEWS display  Liking of important NEWS display is independent of age 5.a.29 Age and liking of MSP providing responsive and swift customer care service  Here majority respondents of all the three age groups like the MSP providing responsive and swift customer care service  Liking the MSP which provides responsive and swift customer care service is independent of age 5.a.30 Age and liking of retailers’ recommendation in buying a new mobile connection  In the 18-25 yrs age group 44 out of 71 like retailers’ recommendation in buying a new mobile connection and a good portion doesn’t like to go according to the retailer; and majority respondents of the 25-40 yrs and above 40 yrs age group like retailers’ recommendation in buying a new mobile connection.  Liking of retailers’ recommendation in buying a new mobile connection is independent of age. 5.a.31 Age and liking of information of new schemes through SMS

210  Here majority respondents of all the three age groups like information of new schemes/offers through SMS  Liking of information of new schemes through SMS is independent of age

5.a.32 Age and buying of the MSP having the most visibility through ads and posters  In the 18-25 yrs age group 49 out of 71 like the MSP having good visibility through ads and posters and a good portion of 22 respondents don’t want to go by ads and posters; and majority respondents of the 25-40 yrs and above 40 yrs age group are influenced by ads and posters of MSP.  Liking of the MSP having the most visibility through ads and posters is independent of age 5.a.33 Age and liking for the mobile connection which the friends have  In the 18-25 yrs age group 45 out of 71 like to get the mobile connection which their friends have and 18 disagrees to that; and majority respondents of the 25-40 yrs and above 40 yrs age group are not influenced by the mobile connection of their friends. Thus younger segment is more influenced by friends circle.  Liking for the mobile connection which the friends have is dependent on age 5.a.34 Factors explaining variables that influences a customer  Factor 1 Attributes Influence of ads and posters and Information of new schemes through SMS. These two external influencing agents contribute 18.47% variance in the original data. So these two provide a little impact in influencing customers to buy a mobile connection.

 Factor 2 Attributes Hassle free activation process, Availability of physical recharge and bonus cards, Good network, Recharge cards including bonus card facility and Easy availability of SIM. These five agents contribute 13.9% variance in the original data. Thus customers are influenced a bit by the above mentioned agents to get a mobile connection. Among these 5 agents hassle free activation process is the most important one.

 Factor 3 Attributes Availability of e-recharge and bonus cards and Swift customer care service from retailers. The above two agents contribute 12.7% variance in the original data. Of these two availability of e-recharge and bonus card is important in choosing a MSP.

211  Factor 4 Attributes Information of new schemes through retailers, Transparency in deducting customer balance and After sales service from retailers. The above three agents contribute only 8.9% variance in the original data.

 Factor 5 Attributes Low cost handset with free lifetime, Usage of various relevant bonus cards. These two agents contribute 8.1% variance in the original data. Low cost handset provided by the MSPs does have a little influence.

 Factor 6 Attributes Influence of friends’ mobile connection, Good caller tunes. These two agents contribute only 6.8% variance in the original data. Thus friends’ mobile connection and good caller tunes have little influencing power on the customers.

 Thus it can be inferred that no single factor is heavily influencing customers in buying a mobile connection. Visibility of an MSP through ads and posters and information of new schemes/offers through SMS holds the most important position in influencing a customer. Also hassle free activation process, good network are some of the most important influencing agents. But friends’ mobile connection, caller tunes or too much usage of various bonus cards have very little impact on customers in buying a mobile connection.  Also as the above factors explain only 69% of the variance, there are other unidentified factors that influence customers in choosing a mobile connection.

212 5.b Project (Part-I): Rest of Bengal Circle

5.b.1 Demographic profile of respondents

 Out of 60 respondents 61.7% are male and 38.3% are female. There were more male respondent than female who took part in the survey.  Out of 60 respondents 43.3% are of the age 18-25 years, 48.3% are of the age 25-40 years and 8.3% are of the age above 40 years. So maximum respondents are in the age group of 18-25 years.  Out of 60 respondents 15% are below 10th standard, 70% are bachelors and 15% are master degree holder. Thus maximum respondents who took part in survey were mainly from mainly bachelors or masters degree holders.

5.b.2 Mobile Service Providers and type of mobile connection

 Majority of the respondents have Vodafone (26.3%), while Aircel is the close follower (21.7%). Airtel and BSNL is at third position with 16.7%.  Out of the 60 respondents 73.3% have lifetime connection and the rest have non-lifetime connection. Easy and cheap availability of lifetime SIMs have contributed to the rise of Lifetime owners in Malda and Bongaon.

5.b.3 Importance of call rates reducing agents in motivating customer  Out of the 60 respondents only 46.7% like the usage of various bonus cards to reduce call rates. Rest of the rural respondents either doesn’t like too much use of bonus cards or confused and undecided in the matter.  Out of the 60 respondents 61.6% want only recharge cards/vouchers which include bonus card facility in reducing call rates. 20% of the respondents are confused with the issue. Thus a good section of the rural customer wants such recharge cards which also include some bonus card facility. This would lead to less confusion.

213  Here only 20% of the respondents like MSP provided low priced hand sets with free life time SIM, while 65% don’t like that. This trend is mainly due to availability of low priced Handsets in the market, technical problem with MSP provided low priced hand sets, retailers’ pitching for separate handset.

5.b.4 Importance of VAS and After Sales Service in motivating customer  Out of the 60 respondents only 28.3% would like the MSP which provides good and melodious caller tunes. But almost 61.6% respondents are not interested with caller tunes.  Only 36.6% respondents want regular display of important NEWS by their MSP. While 35% respondents are not interested with NEWS display.  Out of the 60 respondents 80% wants swift customer care service from their MSP to solve various issues, while a 20% is undecided about it.  All the respondents want excellent after sales service from the retailers for particular MSP.  85% respondents want absolute transparency and integrity from the MSP in deducting balance related to various VAS charge.

5.b.5 Importance of external influencing factors in motivating customer  Expectedly all respondents like to choose MSP which have excellent network/coverage.  93.3% of the respondents want easy availability of SIM card in the market. The rural customers also don’t want to waste time in searching for SIM.  90% respondents want quick and hassle free activation process. Too much of intricacies and time related to document submission and others regarding activation are disliked by customer and they switch to next best option.  45% of the respondents want to go with retailers’ recommendation in choosing a mobile connection, while 30% respondents don’t want retailers’ recommendation. Thus retailer’s pitching is not that important factor for the rural customer  50% of the respondents want information of new schemes/offers through SMS. But a good 47% doesn’t like that due to the presence of semi-literate and illiterate customer. Thus effective SMS bursts is an important influencing factor only for the literate customer and those living in the town (in this case Malda town) area.

214  Only 43% of the respondents would like the MSP which has extensive visibility, while 40% don’t want to go by ads and posters. Thus visibility has little impact on the rural customers in buying a mobile connection.  53.4% respondents would like to go with the mobile connection which their friends have. This is mainly due to various low on-net tariffs offered by the MSPs. But a good section (36.7%) does not want to be influenced by the mobile connection of their friends.

5.b.6 Association among gender and call rates related variables

 Gender has no strong correlation with any of the variables mentioned above. It means that change in gender reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of gender.

5.b.7 Association among gender and VAS related variables

 Here gender has no strong correlation with any of the variables mentioned above. It means that change in gender reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of gender.

5.b.8 Association among gender and external influencing factor related variables

 Here gender has no strong correlation with any of the variables mentioned above. It means that change in gender reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of gender.

5.b.9 Association among age and call rates related variables

 Age has no strong correlation with any of the variables mentioned above. It means that change in gender reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of gender.

5.b.10 Association among age and VAS related variables

 Here age has no strong correlation with any of the variables mentioned above.

215  In fact age has negative correlation with liking for transparency in deducting balance.

5.b.11 Association among age and external influencing factor related variables

 Here age has positive correlation with easy availability of SIM card, retailers’ recommendation in buying a new mobile connection and influence of ads and posters

5.b.12 Association among education level and call rates related variables

 Here education level of consumers has no strong correlation with any of the variables mentioned above. It means that change in education level reflects negligible or no change among the above variables. Influences of the above variables are universal irrespective of education level.  But liking for the usage of various relevant bonus cards has strong positive correlation at 99% confidence level with liking for the usage of recharge cards with bonus card facility.

5.b.13 Association among education level and VAS related variables  Here education level of customers has relatively strong correlation with good after sales service provided by the retailers .

5.b.14 Association among education level and external influencing factor related variables  Here education level of customers has very weak correlation or negative correlation with other external influencing factors. Influences of the above variables are universal irrespective of education level.  Influence of easy availability of SIM card and hassle free activation process is positively correlated. It means that easy availability of SIM leads to hassle free activation process.  Easy availability of SIM card is strongly correlated with retailers’ recommendation. This means that change in retailers’ recommendation is influenced by easy availability of SIM card of a particular MSP .  Also retailers’ recommendation has positive correlation with visibility through ads and posters of a MSP. This means that change in the degree of visibility through ads and posters leads to change in retailers’ recommendation.

216  Thus in rural belt retailers’ pitching is very much related with- (1) easy availability of SIM card of an MSP and (2) visibility created through ads and posters by the MSP.

5.b.15 Gender and usage of various bonus cards in reducing call rates  Out of 37 male only 17 agree that usage of various appropriate bonus cards is useful in reducing call rates; and out of 23 female only 09 reflects the same view. Thus majority of the respondents in the rural belt don’t like too much of bonus cards as this leads to confusion.  Liking of various bonus cards in reducing call rates is independent of gender

5.b.16 Gender and usage of only recharge cards with bonus card facility in reducing call rates  Out of 37 male 22 agree that usage of only recharge cards with bonus card facility is useful in reducing call rates; and out of 23 female 15 reflects the same view.  Liking of various bonus cards in reducing call rates is independent of gender

5.b.17 Gender and liking of MSP giving good caller tunes  Out of 37 male only 13 like the MSP giving good caller tunes; and out of 23 female 4 reflects the same view. Thus a majority of the rural respondents (both male and female) are not influenced by good caller tunes in choosing their MSP.  Liking of MSP giving good caller tunes are independent of gender

5.b.18 Gender and liking of important NEWS display  Out of 37 male only 11 like important NEWS display; and out of 23 female only 11 reflects the same view. Thus rural customers of Malda and Bongaon are not interested with NEWS display.  Liking of important NEWS display is independent of gender

5.b.19 Gender and liking of MSP providing responsive and swift customer care service

 Out of 37 male 31 like the MSP providing responsive and swift customer care service; and out of 23 female 17 reflects the same view. Thus swift customer care service is an important influencing factor 217  Liking of the MSP which provides responsive and swift customer care service is independent of gender 5.b.20 Gender and liking of retailers’ recommendation in buying a new mobile connection  Out of 37 male 16 like retailers’ recommendation in buying a new mobile connection; and out of 23 female 11 reflects the same view. Thus a good no. of respondents don’t want to go with retailers’ recommendation in choosing a MSP.  Liking of retailers’ recommendation in buying a new mobile connection is independent of gender.

5.b.21 Gender and liking of information of new schemes through SMS  Out of 37 male 19 like information of new schemes through SMS ;and out of 23 female 11 reflects the same view. Thus a good portion of the respondents can’t make out of SMS.  Liking of information of new schemes through SMS is independent of gender

5.b.22 Gender and buying of the MSP having the most visibility through ads and posters  Out of 37 male only 15 like the buying of the MSP having the most visibility through ads and posters; and out of 23 female 11 reflects the same view. But a good section of male and female don’t want to go with ads and posters.  liking of the MSP having the most visibility through ads and posters is independent of gender

5.b.23 Gender and liking for the mobile connection which the friends have  Out of 37 male 22 like the buying of the mobile connection which their friends have and 11 don’t like the same; also out of 23 female 10 like the buying of the mobile connection which their friends have and 11 don’t like the same. Thus rural males are more influenced by friends circle.  liking for the mobile connection which the friends have is independent of gender

5.b.24 Age and usage of various bonus cards in reducing call rates  It is found that the usage of various appropriate bonus cards in reducing call rates is almost equally liked and disliked in all the three age groups

218  Liking of various bonus cards in reducing call rates is dependent on age

5.b.25 Age and usage of only recharge cards with bonus card facility in reducing call rates  It is found that the usage of only recharge cards with bonus card facility is liked by all the three age groups, though customer of older age prefer it a lot to reduce call rates.  liking of various bonus cards in reducing call rates is dependent on age

5.b.26 Age and liking for low priced handset provided by the MSP with free lifetime SIM  Here in all the three age groups majority of the respondents don’t like low priced handset provided by the MSP with free life time SIM  liking of low priced handset provided by the MSP with free lifetime SIM are dependent on age

5.b.27 Gender and liking of MSP giving good caller tunes  Majority respondents of all the three age groups are not interested with the MSP which provides good caller tunes  liking of MSP giving good caller tunes are dependent on age

5.b.28 Age and liking of important NEWS display  Majority respondents of all the three age groups are not interested with important NEWS display  Liking of important NEWS display is independent of age

5.b.29 Age and liking of MSP providing responsive and swift customer care service  Here majority respondents of all the three age groups like the MSP providing responsive and swift customer care service, though in the 18-25 yrs age group a good no. of respondents are undecided about the matter.  Liking the MSP which provides responsive and swift customer care service is dependent on age

219 5.b.30 Age and liking of retailers’ recommendation in buying a new mobile connection  In the 18-25 yrs age group 11 out of 26 respondents like retailers’ recommendation in buying a new mobile connection and a good portion doesn’t like to go according to the retailer; and only 11 out of 29 respondents in the 25-40 yrs and 5 out of 5 in the above 40 yrs age group like retailers’ recommendation in buying a new mobile connection. Thus older respondents are likely to go with retailers’ recommendation.  Liking of retailers’ recommendation in buying a new mobile connection is dependent on age.

5.b.31 Age and liking of information of new schemes through SMS  Here in the 18-25 yrs age group 18 out of 26 respondents don’t like information of new schemes through SMS; while majority of the respondents in the other two age groups like information of new schemes through SMS bursts. Thus younger generation gets irritated with SMS information from MSP.  Liking of information of new schemes through SMS is dependent on age

5.b.32 Age and buying of the MSP having the most visibility through ads and posters  In the 18-25 yrs age group 17 out of 26 respondents are not influenced by the MSP having good visibility through ads and posters; and majority respondents of the 25-40 yrs age group are confused and don’t want to go with the MSP having good visibility through ads and posters and all the respondents of above 40 yrs age group are influenced by ads and posters of MSP.  Liking of the MSP having the most visibility through ads and posters is dependent on age

5.b.33 Age and liking for the mobile connection which the friends have  In the 18-25 yrs age group 50% of the respondents want to have the mobile connection which their friends have; and majority respondents of the 25-40 yrs age group are influenced by the mobile connection of their friends. Thus younger segment is more influenced by friends circle.  Liking for the mobile connection which the friends have is dependent on age

220 5.b.34 Factors explaining variables that influences a customer  Factor 1 Attributes Hassle free activation, Availability of physical recharge and bonus cards, Easy availability of SIM,Information of new schemes through retailers-.546. These above four influencing agents contribute 25.25% variance in the original data. Here it is clear that rural customers want hassle free activation process and easy availability of physical recharge and bonus cards and SIM.

 Factor 2 Attributes Good caller tunes, Usage of various relevant bonus cards, These two agents contribute 17.95% variance in the original data. Thus customers are influenced by good caller tunes and relevant bonus cards to reduce call rates in choosing a MSP.

 Factor 3 Attributes Retailers’ recommendation, Recharge cards including bonus card facility, Influence of friends’ mobile connection. The above two agents contribute 14.37% variance in the original data. Of these three retailers’ recommendation is the most important in choosing a MSP for the rural customer.

 Factor 4 Attributes Swift customer care service, Influence and ads and posters, Availability of e- recharge and bonus cards, Information of new schemes through SMS. The above four agents contribute only 11.68% variance in the original data. Swift and responsive customer care service and visibility of a MSP is very important.

 Factor 5 Attributes Good after sales service, Good network. These two agents contribute 7.68% variance in the original data.

 Factor 6 Attributes Low cost handset with free lifetime SIM. This agent contributes only 6.45% variance in the original data. Thus low cost handsets provided by the MSP is relatively less important influencing agent

 Thus it can be inferred that hassle free activation, easy availability of physical recharge and bonus cards and SIM are the most important influencing agents for the rural customers to buy a mobile connection, . Good caller tunes and usage of relevant bonus cards in reducing call rates also influences a lot. Also rural customers go by retailers’ recommendation and friends’ mobile connection to some extent. 221 5.c Project (Part-II): Kolkata Circle

5.c.1 Perception of retailers about MSP brands

 Airtel is firmly identified by the attributes of good network, customer satisfaction, brand pull and bringing new offers in decreasing influencing order. However Customer satisfaction is a less important attribute. But it can be concluded that retailers’ do not perceive Airtel having low call charges or good customer care services.

 Vodafone is absolutely similar to Airtel in the mind of the retailers except for bringing new offers where Airtel is the leader.

 BSNL and Smart is relatively represented by the attribute of low call charges. The arrows of the other attributes point in the opposite direction and therefore do not have a significant influence on the perception of the brands. Hence it can be concluded that BSNL and Smart is perceived as a MSP only having low call charge.

 None of the attribute vectors point towards Aircel, RIM and TATA. Hence it can be concluded that none of the attributes contribute to the differentiation of the brands from the rest. Among these three Aircel has slightly better position in the attributes.

222 5.c.2 Satisfaction level of the retailers’ on various MSP brands based on certain parameters  Airtel- Here the retailers’ are absolutely satisfied in terms of scheme communication through SMS and also distributors. Any new schemes/offers are promptly communicated to the retailers’ through the above measures. Also it fares well regarding distributor support and issue settlement. Distributors of Airtel are absolutely responsive towards the need of the retailers through regular sales man visit, POP support etc. But company visit is poor along with average satisfaction from margins.

 Aircel- Here the retailers’ are satisfied only in terms of issue settlement. Being new in Kolkata it emphasis on quick solution of any issue related to retailers. But it does not fare well in other parameters. On other parameters it is found to be average performer except direct company visit where it is very poor.

 BSNL- It does not bring satisfaction to the retailers on any parameters except being average on giving margins (backend support) to retailers.

 Smart, RIM- Retailers’ are not satisfied with these two MSP on any of the parameters.

223  TATA- It is relatively better in issue settlement and margins though the satisfaction level is average.

 Vodafone- Here retailers’ satisfaction level is similar to that of the Airtel except faring slightly better in POP support and issue settlement and poorer in terms of scheme communication through SMS bursts. Here also retailers complain about poor direct company visit.

5.d Project (Part-II): Rest of Bengal Circle (Malda & Bongaon)

5.d.1 Perception of retailers about MSP brands

 Vodafone is firmly identified by the attributes of good network and customer care services . Attributes like bringing new offers and brand pull have relative say in distinguishing the brand. But it is perceived as poor in terms of call charges and customer satisfaction although very small arrow towards customer satisfaction implies less weightage. Thus RoB retailers’ perceive Vodafone as a brand having excellent network and responsive customer care service, but poor in call charges and customer satisfaction.

 Airtel is almost similar to Vodafone in the mind of the retailers. But it fares little less in brand pull and bringing new offers in comparison with Vodafone. Hence Vodafone is in top of retaliers’ mind regarding excellent network and customer care services.

 Aircel is strongly represented by the attribute of bringing new offers, brand pull and call charges . The arrows of the other attributes point in the opposite direction and therefore do not have a significant influence on the perception of the brand. Hence it can be concluded that Aircel is perceived as a MSP only having low call charge and excellent brand pull.

224  Smart has relative strong position in the attribute of low call charges. But it fares poorly in all other attributes.

 None of the attribute vectors point towards TATA , RIM and BSNL. Hence it can be concluded that none of the attributes contribute to the differentiation of the brands from the rest. Among these three RIM has slightly better position in the attribute of low call charges.

5.d.2 Satisfaction level of the retailers’ on various MSP brands based on certain parameters  Airtel- Here the retailers’ are absolutely satisfied in terms of scheme communication through SMS and also distributors. Any new schemes/offers are promptly communicated to the retailers’ through the above measures. Also it fares well regarding distributor support and issue settlement. Distributors of Airtel are absolutely responsive towards the need of the retailers through regular sales man visit, POP support etc. But company visit is poor along with average satisfaction from margins.

 Aircel- Here the retailers’ are satisfied interms of excellent POP support and margins. On other parameters it is found to be average performer except direct company visit where it is very poor.

 BSNL- It does not bring satisfaction to the retailers on any parameters except being average on giving margins (backend support) to retailers.

 Smart, RIM, TATA- Retailers’ are not satisfied with these three MSP on any of the parameters.

225  Vodafone- Here retailers’ satisfaction level is similar to that of the Airtel except faring slightly better in POP support and issue settlement and poorer in terms of scheme communication through SMS bursts. Here also retailers complain about poor direct company visit.

Chapter 6 Suggestions

6.1 Suggestions in general

 Usages of various bonus cards to reduce tariffs are needed to be streamlined as too much bonus cards leads to confusion among customers especially of the rural segments.  Transparency and integrity in deduction of balance of customer is very important factor. A good number of customers stick to BSNL due to this. Hence system should be modified accordingly.  Too much of Value Added Service related SMS and Calls irritate customers. Hence it should be made more according to customers’ usage and proper timing.  Customers should be informed of new offers and schemes through both SMS and calls in local language. Also it should be displayed clearly at all retailers.  New activation should be hassle free for the customers related to submission of documents and quick activation. Though necessary security arrangements are to be maintained, retailers are to be properly trained on the matter to convince customer.  Along with good network good after sales service is important. Hence retailers should be trained on that.  Both physical and e-recharge and bonus cards should be made available at all retailers at all time through frequent visit of salesman. It should be kept in mind that lost customer is lost revenue.

227  Frequent company visit is necessary to understand various problems of the retailers and also to regularly train them of contemporary changes.  Retailers’ satisfaction is an important factor for increasing customer base in this intense competitive world. Hence MSPs should pay attention to the distributors so that claims of the retailers are regularly met, POP support is provided, activation related problems are solved promptly and also it is important from the part of the distributors to maintain necessary human relations with the retailers.

6.2 Suggestions in particular for Vodafone

 Distributor support is to be geared up related to POP support, submission of documents in relation to new activation and regular sales man visit. This is particular for Malda district where the presence of single distributor is sprouting complain from the retailers.  New and meaning schemes /offers are to be regularly brought to remain in the mind of the customers.  In the present scenario where tariffs have reached rock bottom due to cut throat competition among various players, Vodafone need to revise its strategy regarding off net and also on net tariffs.  Special attention is to be given to attract the youth segment which is switching off to low tariff providers like Smart and Aircel.  Too much of SMS and call related to VAS irritates customer. Here necessary measures are to be taken to streamline the matter.  Areas like Malda where the number of illiterate customers is high, Vodafone need to install temporary mobile booths in the rural belts to communicate various offers in local language. This is extremely important to create brand awareness.

228  Also power facility is absolutely poor in Malda and also West Bengal. Only 14% of the rural households of Malda have access to power. Hence mobile charging units could be of great help in the direction.

Chapter 7

229 Conclusions

Conclusion The telecom industry of India has registered manifold growth in the recent years. Personalized telecom access is essential necessity of life for increasing number of the people. The sector offers unlimited prospects when we consider future growth in both Urban and Rural areas. Both Public Players and Private Players are enhancing their technologies and taking the telecom industry to a much higher growth state.

Here in the present age of cut throat competition the Mobile Service Providers are to be constantly on their toes in acquiring and retaining customers. The companies need to concentrate on both tariff and non tariff issues to bind customers to their products. Proper customer relationship management is to be undertaken to be in touch with the customers and understand their mind.

Apart from customers, the companies should address the issues of the distributors and retailers as satisfaction down the line is absolutely important in getting new customers and thus revenues.

230 Appendix Qualitative survey findings of Kolkata Circle

Qualitative Survey Findings: KOLKATA CIRCLE

Date of Visit Place of visit Salient features of the place

Belongs to Central Kolkata. It is a mix of residental and market place with higher concentration Hazra-Sarat of the later . Community- Bengali majority but a good percentage of Marwari and Punjabi 19.03.09 Bose road community. Consumers- A good mix of high and low end customers. Presence of a few educational institutions have increased student consumers.

Retailers pitching /perception and reasons thereof Scheme Pitching Margins Distributor support Brand pull Others communication

231 Vodafone - POP support is Airtel, Vodafone has poor as posters Vodafone- good through better brand pull due Airtel- Very fast in do not stick Vodafone prompt and regular sales to excellent network communicating through due to poor - Majority men service, regular in WB and also every Vodafone, SMS and distributor. quality of pitches for meeting of claims & part of India. RIM, Airtel- Low Also best in bringing gum- hammer it. Airtel- meeting retailers Smart- Rising brand margin but timely new visibility. 99 Very close complaints. Airtel- Very pull due to low call claims are offers/schemes. SIM is selling to Voda good in meeting claims, rates and exciting regular. Aircel, Vodafone- Good at Rs.20 to get Aircel, POP support. RIM, schemes related to Smart, BSNL- through SMS but slow point score. Smart- Smart- not much support friends circle and Provide better in terms of distributor. 20/30/50 Coming in terms of old out dated other service margin. Aircel,Smart- Good recharge going good off recharge/bonus card providers . Catching through SMS. Also good. Students late. replacement. Aircel- the fancy of students. field service is better. are asking for good in credit facility. Voda is failing in the less talk time category. to other service providers Customers satisfaction/needs and reasons thereof Value Added Network Call rates Customer Care services Others Services

Vodafone-Good, but slow with respect to Vodafone, Vodafone- Airtel in bringing new offers. Call rate to Airtel- Airtel-Very difficult to Vodafone-Too Chota recharge others to be reduced. Students want special Excellent. reach the desired point. much SMS selling high. benefits for group of friends. Rs.10/20/30 and Aircel, Vodafone-Good but not related to VAS Aircel, Smart- Rs.11 SMS is in good sale among students RIM, much in charge deduction irritates catching the Airtel- very fast in bringing new offers. No Smart- of call charges. BSNL- customer. eye of the much diffrence from Vodafone related to call Improving Non existence of CCS. Students are a bit students with rates. Aircel, RIM, Smart- relatively low call with times Rim, Smart- Relatively interested about low call rates rate but poor network. But students like these BSNL- responsive. caller tunes. and SMS due to low call rate to others and presence of poor charges. friends circle benefit . BSNL- not much craze.

Belongs to South Kolkata. It is mainly residental area. Community- Bengali majority. Jadavpur- Consumers- 25% high end and 75% low end customers. Presence of Jadavpur university and 20.03.09 Santoshpur other educational institutions have increased student consumers. No. of STD users is also high due students from various parts of India.

Retailers pitching /perception and reasons thereof Scheme Pitching Margins Distributor support Brand pull Others communication

232 Vodafone - 765 not activated for Airtel has better Airtel-very good through all retailers. brand pull due to prompt and regular sales Airtel- Very fast in POP support is excellent network Vodafone, men service, POP communicating through poor as posters in WB and also Airtel- Low facilities, regular meeting SMS and distributor. do not stick Airtel, every part of margin of claims & meeting Also best in bringing due to poor Vodafone- India.Vodafone - espicially retailers complaints. timely new quality of Equal Good brand pull related to Vodafone- Not as good offers/schemes. gum- hammer pitching. due to good recharge as Airtel in meeting of Vodafone- Good visibility. Also BSNL, network. RIM, vouchers claims regularly. Also through SMS but slow Time lag Smart- Smart- Rising Aircel, Smart, wrong recharge refund is in terms of distributor. between Comes brand pull due to BSNL- not good. RIM, Smart- Aircel, RIM, Smart- recharge and second. low call rates and Provide better not much support in Good through SMS. bonus to same exciting schemes margin. terms of old out dated Also field service is no. related to friends recharge/bonus card better. discourages circle. Catching the replacement customer of fancy of students. vodafone. Activation takes time. Customers satisfaction/needs and reasons thereof Customer Care Value Added Network Call rates Others services Services

Vodafone-Good, but slow with respect to Vodafone- Vodafone, Airtel in bringing new offers. Call rate to Chota recharge Airtel- Airtel-Good and others to be reduced. No special benefits for selling high. Excellent. responsive Vodafone- Vodafone-Too group of friends. Airtel- very fast in Aircel- A Aircel, Good but not much in much SMS related bringing new offers. No much diffrence Novice now RIM, charge deduction of call to VAS irritates from Vodafone related to call rates. Aircel, but catching Smart- charges. BSNL- Non customer. Students RIM, Smart- relatively low call rate but the eye of the Improving existence of CCS. Rim, are a bit interested poor network. also need to improve students with with times Smart- Relatively about caller tunes. transparency in deducing call charges. low call rates BSNL- responsive. BSNL- low call rates and also transparent and SMS poor in deducting balance charges

Date of Visit Place of visit Salient features of the place A busy business area of Kolkata. Community- Majority muslim with hindi speaking people. 23.03.09, Rajabajar- Profession is mainly business with good percentage of family members work in Mumbai, 24.03.09 Phulbagan Delhi as jewellers, Jari workers .Consumers- Low end customers and bread earners. A small section of customers are students. Retailers pitching /perception and reasons thereoff

Pitching Margins Distributor support Scheme communication Brand pull Others

233 Airtel-Excellent Vodafone, - support through regular Airtel has excellent Vodafone - Low margin sales men service, POP brand pull due to POP support is Airtel- Airtel- Low facilities, regular excellent network in poor as posters Absolute Airtel- Very fast in margin but meeting of claims & WB, Bihar, do not stick majority in communicating through there are meeting retailers Jharkhand and also due to poor pitching. SMS and distributor. Also various complaints. Vodafone- other parts of India. quality of Vodafone- best in bringing timely benefits like Not as good as Airtel in Relatives/friends gum- hammer comes new offers/schemes. silver/gold meeting of claims circle benefit exists. visibility. distant Vodafone- Good through coins on regularly. Also wrong Vodafone - Good Activation second. SMS but slow in terms of activation recharge refund is not brand pull due to takes time. Aircel, distributor. Aircel, RIM, Aircel, good. Also poor POP good network. RIM, Two Smart- Smart- Good through Smart, support. RIM, Smart- Smart- Rising brand Consecutives gaining SMS. Also field service is BSNL- not much support in pull due to low call bonus entry 10 ground at better. Provide terms of old out dated rates and exciting minutes gap fast pace. better recharge/bonus card schemes related to and customer margin. replacement. Aircel- friends circle. does not wait better than Vodafone. Customers satisfaction/needs and reasons thereoff Value Added Network Call rates Customer Care services Others Services Vodafone- Sale of Magic Vodafone-Good, but slow with respect box has gone to Airtel in bringing new offers. Call Vodafone, down due to rate to others to be reduced. No special Airtel- Airtel-Good and replacement benefits for group of friends. Airtel- Excellent. responsive Vodafone- harassment for very fast in bringing new offers. No Aircel, Good but not much in 2 year much diffrence from Vodafone related Customers are not at RIM, charge deduction of call warranty. to call rates. Aircel, RIM, Smart- all interested about Smart- charges. BSNL- Non Aircel, Smart- relatively low call rates with friends VAS. Improving existence of CCS. Rim, A Novice now circle facility but poor network. also with times Smart- Relatively but catching need to improve transparency in BSNL- responsive. the eye of the deducing call charges. BSNL- poor students with Customers are buying BSNL for 5p low call rates BSNL to BSNL and SMS charges

Place of Date of Visit visit Salient features of the place Belongs to the heart of Kolkata. Majority community- Muslims. Profession-Mainly Park business. Customers- Both working people (business & service) and students covering 25.03.09 Lady Brabourne and St.Xaviers college. Hence about 30% of customers are not Circus resident of the area. Mobile users- Mostly bread earners apart from students. Purpose of mobile use- 50% professional necessity and 50% to friends/relatives.

Retailers pitching /perception and reasons thereof Distributor Scheme Pitching Margins Brand pull Others support communication

234 Airtel-very good through prompt and regular sales men service, POP Vodafone –new Airtel has better Airtel, Aircel facilities & meeting activation is slow Airtel- Very fast in brand pull than provides retailers in compared to communicating Vodafone and better margin complaints. Airtel, Aircel. 11 retailers through SMS and others. Mainly than Vodafone- Very Wrong recharge visited. 06 distributor. friends/relatives Vodafone. regular in providing is improving for Airtel Vodafone- Good circle is working in Airtel- e-top recharge coupons through SMS. exclusively. through SMS but favor of Airtel. Also up balance of and bonus cards, Aircel- Very Rest Voda, slow in terms of a good no. of the retailer is but petty aggressive in Airtel equal. distributor. Aircel, customers have credited as complaints are not POP support. Reliance- Good roots in Jharkhand, reward for met timely. RIM, Except for Aircel through SMS Bihar which have high sale. Smart- not much no other strong Airtel base. support in terms of Company visit. old out dated recharge/bonus card replacement Customers satisfaction/needs and reasons thereof

Customer Care Value Added Network Call rates Others services Services Airtel-Good and Vodafone-Good, but slow with responsive even in respect to Airtel in bringing new wrong deduction of Vodafone- Vodafone, offers. Call rate to others to be charge related to Vodafone-Too Chota recharge Airtel- reduced. No special benefits for caller tunes much SMS related selling high. Excellent. group of friends. Airtel- very fast in activation. to VAS irritates Aircel- A Novice Aircel, bringing new offers. No much Vodafone-Good customer. now but catching RIM, diffrence from Vodafone. Aircel, but not much in Customers don't the eye of the BSNL, BSNL, Reliance- relatively low call charge deduction of care too much students with low Smart- a rate but poor network. also need to call charges. about VAS. call rates and lot desired improve transparency in deducing BSNL, RIM, SMS charges call charges. Smart- Non existence of CCS

Date of Visit Place of visit Salient features of the place Port area of Kolkata. Majority community- Muslims. Profession-Mainly business with emphasis on export-import. Customers- Working people (business & service). About 20% of customers are not resident of the area who comes here for 26.03.09 Khidderpore business purpose. Mobile users- Mostly bread earners but a good chunk are their childrens . Purpose of mobile use-60% professional necessity and 40% to friends/relatives. Retailers pitching /perception and reasons thereoff Distributor Scheme Pitching Margins Brand pull Others support communication

235 Airtel-Regularity of Vodafone Airtel in meeting -For new Airtelhas good brand pull claims is better activation mainly because of Good than any other Vodafone network in Bihar and provider,, POP is good Jharkand as lots of facilities & meeting through Airtel- New offers are people come from retailers 152 and communicated there.Customer wants it complaints. Very within 30 Extremely through SMS very because of national SMS regular in sales mins.Custo fragmented fast. Also market card.Vodafone- has good men visit. mer market. leader in bringing brand pull because of Vodafone- Very complaints 05 Pitches Almost new offers. good network even in regular in providing on magic for Airtel, same for Vodafone- Good Malda, Murshidabad as recharge coupons box 04 for all service through SMS but lots of customer of te and bonus cards, replacemen Vodafone, providers. slow in terms of area visit those belts. but no other t to solve 04 for distributor. Aircel, BSNL- Absolutely no support. New quickly . Smart, 02 Reliance- Good new complain from customers schemes are not RIM, for BSNL . offers with low call regarding wrong communicated to Smart- rate. Communicated reduction of charge the retailers Very well through SMS SMART- Customers want promptly. RIM, aggressive it for low call rate (6 Smart- Gradually in POP months power free with taking pace with support. Smart to Smart 15p and daily touch over Good to others 50p). phone other than company sales man. visit . Customers satisfaction/needs and reasons thereof Customer Care Network Call rates Value Added Services Others services Vodafone, Vodafone- Excellent, Vodafone-Good, but slow with Chota but need to Airtel-Need To respect to Airtel in bringing new recharge improve in improve wrong offers. Call rate to others to be along with Bihar, charge reduction. reduced. No special offer for Rs.11 SMS Jharkand, Vodafone-Good but Vodafone, Airtel-Too high end users. No special are selling Airtel- not much in charge much SMS related to benefits for circles. Airtel- very high. Excellent deduction of call VAS irritates customer. . fast in bringing new offers. No Airtel- Aircel, charges. RIM, Smart- much diffrence from Vodafone. National RIM, Not much customer Smart, RIM- Very satisfied with SMS is BSNL, care service low charges and call rates selling Smart- a good. lot desired Qualitative Survey Findings: KOLKATA CIRCLE

Date of Place of Visit visit Salient features of the place Tannery area of Kolkata. Majority community- Muslims and a good chunk of Bihari Topsia- population. Profession-Mainly tannery business . Customers- Working people 27.03.09 (business & service). . Mobile users- Mostly bread earners but a good chunk are their Tangra childrens . Purpose of mobile use-60% professional necessity and 40% to friends/relatives. Retailers pitching /perception and reasons thereoff Pitchin Distributor Scheme Margins Brand pull Others g support communication

236 Airtelhas good brand pull mainly because of Good network in Vodafone Airtel Airtel- New offers are Bihar and Jharkand -New Airtel-Very good in Airtel provides communicated as lots of people activation is POP facilities & dominate better through SMS very come from there. slow. Wrong meeting retailers d market. margin in fast. Also market Also good offers for recharge complaints. 12 terms of leader in bringing friends problem exist Extremely regular in retailers slab related new offers. circle.Vodafone- It leading to sales men visit (even visited. offers. Vodafone- Good has good network but frustration twice a day leading to 07 Vodafone- through SMS but no good friends circle among the crowding out of pitches Margin is slow in terms of offer works against it. distributors . others). Vodafone- . Airtel. 03- not good. distributor. Aircel, BSNL- Not much Smart- Very Not much support. Vodafone Claims are Reliance- Good new SMART- Customers aggressive in RIM, Smart- . 02- also not offers with low call (especially students) POP support. Gradually taking pace Smart. regularly rate. Communicated want it for low call Good with daily touch . met. well through SMS rate (6 months power company visit free with Smart to . Smart 15p and to others 50p).

Customers satisfaction/needs and reasons thereof Customer Care Value Added Network Call rates Others services Services

Vodafone, Excellent, Vodafone- but need to Vodafone-Good, but slow with Airtel-Process is too Chota recharge improve in respect to Airtel in bringing new cumbersome. along with Bihar, Vodafone, offers. Call rate to others to be Vodafone-Good but Rs.11 SMS are Jharkand, Airtel-Too much reduced. Airtel- very fast in not much help in selling high. Airtel- SMS related to bringing new offers. Good call charge deduction Rs31 STD is Excellent VAS irritates rates among circles. Smart, related to caller tunes. selling good. Aircel, customer. . Aircel- Very satisfied with low Smart- Not much Airtel- National RIM, charges and call rates customer care service SMS is selling BSNL, good. Smart- a lot desired

Date of Visit Place of visit Salient features of the place Busy market area in South Kolkata. It offers the most extensive and exhaustive shopping experience, this side of the city. Community- Majority Bengali with a good 30.03.09 Gariahat chunk of Marwari population. Profession- mainly garment business. Mobile users- A good portion of the mobile customers are businessmen and many of them are high end users. No. of STD callers are high. Retailers pitching /perception and reasons thereoff Scheme Pitching Margins Distributor support Brand pull Others communication

237 Vodafone- Its Vodafone extremely good -New network draws up Vodafone, activation is Vodafone-Relatively Airtel- New offers are market customers. Airtel-Low slow. Wrong Vodafone good in POP facilities communicated through Also good visibility margin, but recharge dominated & meeting retailers SMS very fast. Also works in favor. Smart, problem market 11 complaints. Outdated market leader in Airtel- It has good BSNL- exist. retailers physical cards are bringing new offers. network and also provides Almost no visited. 06 replaced fast Airtel- Vodafone- Good good friends circle better company pitches for .Also good suport RIM, through distributor but offer works in its margin. visit. Vodafone. 03- Smart, Aircel- slow interms of SMS. favor. SMART, Aircel is Smart- Very Airtel. 02- Gradually taking pace Aircel, Reliance- Aircel- Customers also coming aggressive in Smart/Vodafon with aggressive offers Communicated well (especially students) with POP e. related to POPs, through SMS and want it for low call lucrative support. margins. distributor rate (6 months power margin. Good free with Smart to company Smart 15p and to visit . others 50p).

Customers satisfaction/needs and reasons thereoff Customer Care Value Added Network Call rates Others services Services

Vodafone,- Vodafone, Vodafone-Good, but slow with respect Airtel-Good but not Customers like after Vodafone- Excellent, to Airtel in bringing new offers. Call much help in auto call notification to Chota Airtel- rate to others to be reduced. Special activation of caller look at balance, but recharge Excellent offers related to circle would be tunes and charges Too much SMS/Calls along with Aircel- beneficial. Airtel- very fast in bringing Vodafone-Good but the related to VAS Rs.11 SMS improving fast new offers. Good call rates among process is to be irritates customer. are selling RIM, BSNL, circles. Smart, Aircel- Very satisfied smoothened Smart- VAS related to bonus high. Rs31 Smart- At with low charges and call rates among Not much customer cards, new schemes STD is least good in students care service would be more selling good. Kolkata helpful .

Date of Visit Place of visit Salient features of the place A very congested area with Howrah Railway Station and Bus terminus adding to the crowd. Also there are a few small industries. Community-Mixed population with a good portion of 01.04.09, Howrah- Bihari population.Consumers- Maximum low end users with lots of flying customers using 02.04.09 Salkia chota recharge only. Equal in terms of bread earners and their childrens in using mobile phones. Retailers pitching /perception and reasons thereoff

238 Scheme Pitching Margins Distributor support Brand pull Others communication

Vodafone, Airtel and Vodafone-Activation is Vodafone, Airtel- New offers are Aircel slow with a few cases Most Customers have Airtel- communicated through Vodafone -New have of unavailibility of multi SIMs. Vodafone- Low SMS very fast. Also activation is almost physical cards. Airtel- Its extremely good margin, market leader in slow. . Almost equal New schemes are network draws up but bringing new offers. no company share in communicated to the market customers. Also Smart, Vodafone- SMS burst visit. Smart- case of retailers by distributor good visibility works in BSNL- to customer and also to Very aggressive pitching. instantaneously. But not favor. Airtel- It has provides retailer. But distributors in POP support. Infact ready to hear retailers good network and also better and their salesman need Good company Aircel is problem on call charge good friends circle offer margin. to be swift in the visit . TATA marginally complains. RIM, works in its favor. Aircel is matter. Aircel, Indicom PCOs ahead with Smart, - Gradually Aircel- Students are also Reliance- are working good respect to taking pace with mainly drawing to it coming Communicated well in the areas others aggressive offers due to low call rate and with through SMS and which is eating especially related to POPs, at least good network in lucrative distributor. Very into market share among the margins.Aircel- Very the area. margin. regular salesmen visit Student good distrbutor support Segment.

Customers satisfaction/needs and reasons thereoff Customer Care Network Call rates Value Added Services Others services Aircel-Starting with offers that Airtel-Good but not caters well Vodafone, much help in auto among t.e Vodafone-Good, but slow with Excellent, activation of caller Vodafone,-Customers youths. respect to Airtel in bringing new Airtel- tunes and charges like after call Especially low offers. Call rate to others to be Excellent Vodafone-Good but the notification to look at call rate without reduced. Special offers related to Aircel- process is to be balance, but Too much bonus card in circle would be beneficial. Airtel- improving smoothened Smart- SMS/Calls related to initial 2 months very fast in bringing new offers. fast RIM, Not much customer VAS irritates customer. (Rs.20 SIM with Good call rates among circles. BSNL, care service Aircel- VAS related to bonus Rs.10 talk time Smart, Aircel- Very satisfied with Smart- At Good customer care cards, new schemes and call charge low charges and call rates among least good services with the would be more helpful . of 30p and 50p students in Kolkata process less for first 2 cumbersome months). Also 2 SIM selling at Rs.20 Qualitative Survey Findings: KOLKATA CIRCLE

Date of Visit Place of visit Salient features of the place Extremely busy area with good concentration of office goers and students. But high College St.- end users are students with a student uses upto Rs.500-600/pm. With the 16.04.09 Sealdah presence of 5-6 colleges, mostly the customers are students having multi SIMs. Hence consumers are mainly non-bread earners who looks for only low cost offers. Retailers pitching /perception and reasons thereoff Distributor Scheme Pitching Margins Brand pull Others support communication 239 Vodafone -New activation is Vodafone-Good Airtel- New offers are Most Customers have slow. . Almost distributor support Vodafone, communicated through multi SIMs. Vodafone- no company with activation Vodafon Airtel-Low SMS very fast. Also Its extremely good visit. Sale of process fast enough. e, Airtel- margin, but market leader in network and brand Magic box has But POP support Equal in other bringing new offers. image makes it the gone down due needs to be improved pitching backend Vodafone- SMS burst market leader. Airtel- It to replacement Airtel-New schemes due to support is to customer and also to has good network . harassment for are communicated to good good. retailer. But distributors Smart,-Smart has less 2 year the retailers by network. Claims are and their salesman need call rate to other which warranty. distributor Smart, regular. to be swift in the is attracting students. Smart- Very instantaneously. BSNL- Smart, matter. Aircel, Also friends circle low aggressive in RIM, Smart, - Close to BSNL- Reliance- call charge is drawing POP support. Taking pace with Voda and provides Communicated well students. Aircel- Good company aggressive offers Airtel better through SMS and Students are also visit . BSNL- related to POPs, margin. distributor. Very drawing to it due to low Office goers margins.Also listens regular salesmen visit call rate . are buying to retailers problems. BSNL for 5p BSNL to BSNL Customers satisfaction/needs and reasons thereoff Customer Care Value Added Network Call rates Others services Services Students use chota recharge very frequently Vodafone-Good, but slow with Vodafone,-Customers with SMS respect to Airtel in bringing new Vodafone Airtel- Very like after call cards. Friends offers. Call rate to others to be , Airtel- complicated process, a notification to look at circle is an reduced. Special offers related to Excellent few complains of auto balance. VAS related to extremely friends circle is in high demand. Aircel- activation of caller bonus cards, new influencing Rs.11 SMS and Rs59 bonus card is in improving tunes. Vodafone-Auto schemes would be more factor. high sale Airtel- very fast in bringing fast RIM, avtivation is to be helpful .Two Customers new offers. Good call rates among BSNL, solved. Aircel- Good Consecutives have multiple circles. Smart, Aircel-Very satisfied Smart- At customer care services bonus/recharge entry SIMs and with low charges and call rates least good with the process less need 10 minutes gap hence their among students (circles). Infact low in Kolkata cumbersome which irritates buying call rates is drawing more and more customer. behaviour students. (recharge and bonus) varies with offers. Qualitative Survey Findings: KOLKATA CIRCLE

Date of Visit Place of visit Salient features of the place Extreme South kolkata with a touch of semi-urban lifestyle. These are mainly residential 17.04.09, Sonarpur- areas. Consumers- Office goers, businessmen and students. A good chunk consists of 18.04.09 Baruipur housewives. Majority of medium-end users with students being the main customers. Community- Bengali. Retailers pitching /perception and reasons thereoff

240 Airtel Most Customers have Vodafone- ahead, Airtel- New offers are multi SIMs. Airtel- Unsatisfactory 2nd comes Vodafone, communicated through SMS Its extremely good distributor support Vodafone Airtel-Low very fast. Also market network and new with Gupshup not Vodafone- , close margin, but leader in bringing new offers makes it the available to all A few cases follower other backend offers. Vodafone- SMS market leader. retailers. POP of wrong Aircel. support is burst to customer and also Vodafone- Comes support is also not recharge not Also good. Claims to retailer. But distributors second, slow in good with slow refunded to BSNL has are regular. and their salesman need to bringing new offers replacement. Airtel- retailers. a good Smart, BSNL, be swift in the matter. leading to shy away Good support. Need to be customer Aircel- Aircel, Reliance- from customers mind. Retailers problems streamlined. base provides better Communicated well through Smart, BSNL- Low are heard patiently. among the margin. SMS and distributor. Very call rates attract RIM, Smart, - Not aged regular salesmen visit customers, even much customer base. population having poor network.

Customers satisfaction/needs and reasons thereoff

Network Call rates Customer Care services Value Added Services Others

Airtel- Excellent Vodafone-Good, but slow with respect Vodafone- VAS related Vodafone to Airtel in bringing new offers. Call to bonus cards, new - Good rate to others to be reduced. Special Vodafone- Airtel- Good, a few schemes would be more but A few offers related to friends circle is in high Lower complains of auto helpful .But Too much complain demand. Rs.11 SMS and Rs59/Rs.31 priced Nokia activation of caller tunes. SMS/Calls related to of echoing bonus card is in high sale Airtel- very cell Vodafone-Auto VAS irritates Aircel- fast in bringing new offers. Good call available avtivation is to be solved. customer.Two improving rates among circles. BSNL- Low call which Aircel- Good customer Consecutives fast RIM, rates attracts at least existing customers. dwindled care services with the bonus/recharge entry Smart, Low rate of switching among the aged magic box process less cumbersome need 10 minutes gap Aircel customers. , Aircel, SMART- Students sale which irritates BSNL- are also taking it due to low call rates customer. poor among circles network

Extreme North Kolkata and belongs to North 24 Paraganas. Community- Bengali 20.04.09 Amtala dominated area. Profession- Mixed of Service, business and Agriculture. Consumers- 70% bread earners and 30% students. Mainly mid-segment customers.

Retailers pitching /perception and reasons thereoff Scheme Pitching Margins Distributor support Brand pull Others communication

241 Vodafone-Good Vodafone, distributor support Low margin, Airtel- New offers are but Gupshup not . Vodafone- Its but other communicated through available to all extremely good backend SMS very fast. Also Vodafone retailers. POP network even in the Vodafone- support is market leader in - leader, support is also good most rural areas makes A few cases good. Claims bringing new offers. Airtel- along with regular it the market leader. of wrong are regular. Vodafone- Distributor comes sales man visit. Airtel- Comes second, recharge not Airtel- Low is good in second, Airtel- Not so Good very good in bringing refunded to margin and communicating, but Aircel- support. Retailers new offers and retailers. also claims are SMS process is slow Very close problems are not network. Smart, Need to be not regular Aircel- Communicated follower heard . Aircel- Very BSNL- Not much streamlined. Smart, BSNL, well through SMS and good support through demand and very low Aircel- distributor. Very various lucrative customer base provides better regular salesmen visit offers to the retailers margin. related to activation. Customers satisfaction/needs and reasons thereoff Customer Care Network Call rates Value Added Services Others services

Vodafone-Good, but slow with Vodafone- Airtel- respect to Airtel in bringing new Vodafone- VAS related Lower Excellent offers. Call rate to others to be Airtel- Good, a few to bonus cards, new priced Nokia Vodafone reduced. Special offers related to complains of auto schemes would be more cell - Excellent friends circle is in high demand. activation of caller helpful .But Too much available Aircel- Rs.11 SMS and Rs59/Rs.31 bonus tunes. Vodafone-Auto SMS/Calls related to VAS which improving card is in high sale Airtel- very fast avtivation is to be irritates customer.Two dwindled fast RIM, in bringing new offers. Good call solved. Aircel- Good Consecutives magic box Smart, rates among circles. , Aircel, - customer care services bonus/recharge entry need sale. Nil BSNL- Students are also taking it due to low with the process less 10 minutes gap which company poor call rates among circles, but there are cumbersome irritates customer. visit angers network complains related to network and retailers. cross connection.

Date of Visit Place of visit Salient features of the place Heart of Kolkata. Here the consumers are mainly businessmen, students and Chandni service holders. Also a big chunk of mobile consumers are shoppers who come here for extensive buying. Especially Chandni-Chowk area consists of large 21.04.09, Chowk- retailers who sells to small retailers. Also Park Street has a large no. of students 22.04.09 Park Street- and blue coller workers. But high end users are students with a student uses upto Esplanade Rs.700/pm Community- Mixed with Bengali and Marwari dominating the area. These areas have both high and low end customers. Retailers pitching /perception and reasons thereoff

242 Scheme Distributor Pitching Margins communicatio Brand pull Others support n

. Vodafone- Vodafone provides higher Vodafone- Airtel- New satisfaction mainly due to Good offers are better network and distributor communicated Airtel- SIM transparency in deducting support but through SMS selling at customer balance. Airtel- POP support is very fast. Also Rs.15/20 with In Park Street Airtel has Mixed to be improved. market leader in new offers. Vodafone, marginal edge over pitching Airtel- Better bringing new Activation Airtel- Low others. New activation among than Vodafone. offers. process of Airtel marginSmar has been reducing- most Vodafone Retailers Vodafone- is faster than t, BSNL, customers are office -Airtel, problems are Distributor is Vodafone Aircel- goers or students i.e close heard . Aircel- good in Vodafone- Chota provides outsiders. BSNL- BSNL follower- Very good communicating, recharges selling better has a good number of Aircel- support though but SMS process high. But call rate margin. customers among office Smart having poor is slow Aircel- to others need to goers coming from customer base. Communicated be reduced as outside calcutta. Aircel, Smart,RIM- well through SMS demanded by Smart- Started to have Not good and distributor. students. good demand among the support related Very regular students due to low call to claims, POP. salesmen visit charge and friends circle facility.

Customers satisfaction/needs and reasons thereof Customer Care Value Added Network Call rates Others services Services Vodafone- Call rates to others to be Airtel- Vodafone,Airtel- reduced. Special offers related to Excellent Good, a few Vodafone- Too friends circle is in high demand. Vodafone complains of auto much SMS/Calls Rs.11 SMS and Rs59/Rs.31 bonus Vodafone- Lower - Excellent activation of related to VAS card is in high sale. Customers want priced Nokia cell Aircel- caller tunes. Also irritates low rate bonus card for STD and all available which improving the process is to customer.Two India SMS. Airtel- very fast in dwindled magic fast RIM, be smoothened Consecutives bringing new offers. Good call rates box sale. Nil Smart, Aircel- Good bonus/recharge among circles. Smart, Aircel, - company visit Aircel customer care entry need 10 Students are also taking it due to low angers retailers. BSNL- services with the minutes gap which call rates among circles, but there poor process less irritates customer. are complains related to network and network cumbersome cross connection. Qualitative Survey Findings: KOLKATA CIRCLE

Date of Visit Place of visit Salient features of the place A part of south Kolkata with residential complexes dominating the area. Community- Bengali Baghajatin- 23.04.09 dominating area. Consumers- Bread earners and students. But high end users are students Garia with a student uses upto Rs.600/pm. Customers have multi SIM. Retailers pitching /perception and reasons thereoff Distributor Pitching Margins Scheme communication Brand pull Others support

243 Vodafone-Good Customers , . Vodafone- Better Vodafone, distributor support especially connectivity and Low margin, with regular sales Airtel- New offers are students are Vodafone reliability on but other men visit with communicated through SMS also buying - deduction of balance backend availability of all very fast. Vodafone- Aircel at Rs.10 Undoubte makes it the market support is products . Airtel- Distributor is good in per SIM with d leader, leader. Airtel- good. Claims Not so Good communicating, but SMS free PROMO Airtel- Comes second, very are regular. support. Retailers process is slow. Also for 02 months. comes good in bringing new Airtel- Low problems are not market leader in bringing Vodafone- second, offers and network. margin heard . Aircel- new offers. Aircel- company visit Aircel- Smart, BSNL- A Smart, BSNL, Very good support Communicated well through and visibility is Very close good number of Aircel- through various SMS and distributor. Very better. Wrong follower customers (15%)who provides better lucrative offers to regular salesmen visit recharge is move outside calcutta margin. the retailers related needed to be stick to BSNL to activation. streamlined.

Airtel- Vodafone- Call rates to others to be Vodafone- Vodafone reduced. Special offers related to Customers - friends circle is in high demand. want Excellent Rs.11 SMS and Rs59/Rs.31 bonus Airtel- Good, a few information Aircel- card is in high sale Airtel- very fast complains of auto Vodafone- VAS should about new improving in bringing new offers. Good call activation of caller tunes. be selective and should schemes/offers fast RIM, rates among circles. , Aircel, - Vodafone-Auto not irritate customers. through Smart, Students are also taking it due to low avtivation is to be solved. SMS/call BSNL- call rates among circles, but there are bursts in poor complains related to network and bengali. network cross connection.

Date of Visit Place of visit Salient features of the place It’s a part of Hooghly district with semi-urban character. These are mainly resedential Srirampur- 24.04.09 areas. Community- middle class bengali . Consumers- Mainly low end customers who are Uttarpara bread earners, but 30-35 % customers are students who are not earners. Retailers pitching /perception and reasons thereoff

244 Scheme Pitching Margins Distributor support Brand pull Others communication

Majority Airtel- New offers pitch for are communicated . Vodafone- Excellent Vodafone Airtel-Good distributor through SMS very Vodafone, network . Airtel- Comes Vodafone- support with regular fast. Also market Vodafone, Airtel Low close second, very good 7 out of 13 sales men visit and leader in bringing Airtel-Chota margin, in bringing new offers and retailers POP support . Also new recharge especially network. RIM, Smart- a pitches wrong recharge offersVodafone- sales well. related to bit due to low call charge Airtel- 5 problem is relatively Distributor is good Too much of recharge/bonus BSNL, Aircel- Weak retailers streamlined Vodafone- in communicating, bonus card card . RIM network works against it. pitch Good support related to but SMS process is sometimes BSNL, Aircel- Still BSNL has a good old RIM- claims but wrong slow. . confuses provides better customer base. TATA- It 01pitching. recharge problem is not RIM,Smart,- cstomers. margin. has also good brand pull Not much solved . Good through both due to good network. foe BSNL, SMS and Aircel distributor

Customers satisfaction/needs and reasons thereoff Customer Care Network Call rates Value Added Services Others services

Vodafone- Offers related to call rates Airtel- among friends circle to be reduced. Airtel- Good, a few Vodafone- Chota recharge Rs.11 SMS and complains of auto Vodafone- VAS should Excellent Rs59/Rs.31 bonus card is in high sale activation of caller be selective and should TATA- Airtel- very fast in bringing new tunes. Vodafone-Auto not irritate customers. good offers. Good call rates among circles. , avtivation is to be RIM- VAS call at RIM, Smart, RIM - Students are also taking solved. RIM- Very wrong time irritates Smart, it due to low call rates among circles complicated process, customers to a great BSNL- and also to others. BSNL- no customers often could extent poor complain of deduction of charges not reach. network related to auto activation.

50 Kms from Kolkata and urban area. Community- Majority bengali with mix of business Kalyani- 26.04.09 men, doctors and service holders. Consumers- 60% bread earners and 40% students with the Kanchrapara presence of a lot of educational institutions. Mix of high and low end consumers.

Retailers pitching /perception and reasons thereoff 245 Distributor Pitching Margins Scheme communication Brand pull Others support

Airtel-Good distributor support with regular sales . Vodafone- Excellent men visit and POP network . Airtel- Airtel- support . Also Vodafone, Airtel- New offers are Comes close second, Majority wrong recharge Airtel Low communicated through very good in bringing Vodafone- pitches. problem is margin, SMS very fast. Also new offers and Lifetime SIM Vodafone- relatively especially market leader in bringing network. BSNL- selling at Comes streamlined related to new offersVodafone- Customers stick to it Rs.10 with second Vodafone-Poor recharge/bonus Distributor is good in due to low call rates Rs.5 talk time RIM, support from agent card . RIM communicating, but SMS and govt. officials use it and 100 SMS. Smart- A distributor. Claims BSNL, Smart- process is slow. RIM, due to coverage in most No company few are not regular, provides better Smart- Good through rural areas. RIM, visit. retailers wrong recharge margin. distributor . Smart, Aircel- Not pitch not met and much due to poor activation is also network slow . RIM, Smart- Relatively good.

Vodafone- Offers related to call Airtel- rates among friends circle to be Vodafone- reduced. Chota recharge, Rs.333 Excellent recharge,Rs.11 SMS and Rs59/Rs.31 Vodafone- VAS should Vodafone- RIM, bonus card is in high sale Airtel- Vodafone,Airtel- Good, be selective and should Students use Smart - Almost same , Smart, RIM - a few complains of auto not irritate customers. SMS card a Network Students are also taking it due to low activation of caller RIM- VAS call at lot. Virgin, to be call rates among circles and also to tunes. . BSNL- Does wrong time irritates Aircel- no improved. others. BSNL- Low call rates with not exist customers to a great demand BSNL- free BSNl to BSNL bonus card in extent poor at sale. Also no complain of deduction places of charges related to auto activation makes customers stick.

Date of Visit Place of visit Salient features of the place A part of greater Kolkata and head quarter of N 24 Paragarnas. It is a congested business town buzzing with activities. It is also a centre of communication between Bongaon-Habra 28.04.09 Barasat and rest of Bengal. Community- Majority Bengali Hindu , also a section of muslim community. Consumers- Majority bread earners, a small section of students (15-20%). Both high and low end customers. Retailers pitching /perception and reasons thereoff 246 Pitching Margins Distributor support Scheme communication Brand pull Others

Airtel-Good distributor support Vodafone, Airtel- Vodafone, through backend, Excellent network Vodafone- Airtel- Vodafone, wrong recharge and brand image Lifetime Equal in Airtel Low refund and regular Airtel- New offers are works for these two SIM selling pitching margin, sales men visit communicated through BSNL- Customers at Rs.10. Smart, especially Vodafone-Also good SMS very fast. stick to it due to low Also Rs.148 RIM, related to support through Vodafone- Distributor is call rates and bonus card Aircel- recharge/bonus POP, regularity in good in communicating, absolutely no is in Not much card . RIM claims meeting etc. but SMS process is slow. complain related to demand, but pitching BSNL, Smart- RIM, Smart- Both have good visibility wrong deduction of Rs.89 is due to provides better Distributor changes in bringing new offers. charges. RIM, giving away poor margin. frequently along with Smart, Aircel- Not to Rs.59 network. offers leading to much due to poor bonus card. retailers network disatisfaction. Customers satisfaction/needs and reasons thereoff Value Added Network Call rates Customer Care services Others Services

Vodafone- Students use Vodafone- Good but call rate to others Airtel- Rs.11 SMS to be reduced. Chota recharge, Rs.333 Vodafone cards but recharge,Rs.11 SMS and Airtel- Good. A few - Excellent Vodafone- VAS they want Rs.148/Rs59/Rs.31 bonus card is in cases of wrong deduction RIM, should be selective some offers high sale Airtel-Almost same , Smart, of balance through caller Smart, and should not irritate related to RIM - Call rates are low but frequent tunes have been refunded. Aircel - customers. Especially friends change in schemes and poor network Vodafone- Need to Poor the bread earners circle. Also are the deterrents. BSNL- Low call improve related to the network. don't have much Rs.51 SMS rates with free BSNl to BSNL bonus process. BSNL- Does BSNL- liking for VAS. is not selling card in sale. Also no complain of -not exist poor at high among deduction of charges related to auto places students due activation makes customers stick. to no extra facility.

Date of Visit Place of visit Salient features of the place A very busy area which can be regarded as gate way into Kolkata. Presence of Airport, Hotels,businesses have made it truly cosmopolitan. Laketown is especially a residential area. Dumdum- 29.04.09 Community- Mixed with Bengali having the slight upper hand. Consumers- 70% bread Laketown earners and 30 % mix of students, visitors etc. Lots of consumers(visitors) are from Assam, Tripura etc. Retailers pitching /perception and reasons thereoff 247 Scheme Pitching Margins Distributor support Brand pull Others communication Vodafone Majority Vodafone-Excellent Vodafone- Excellent pitches for distributor support network in both rural it with a through backend, and urban areas and Vodafone- very good Airtel- New offers Vodafone, regular meeting of good brand image Activation process customer are communicated Airtel Low claims, wrong works for it. Airtel- is cumbersome base, through SMS very margin, recharge refund (not Good network in both related to Airtel- fast. Vodafone- especially less than Rs.100) and West Bengal and documents from Comes Distributor is good related to regular sales men outside works for it. visitors from distant in communicating, recharge/bonus visit Airtel-Also BSNL- Customers stick Assam, Tripura. second but SMS process is card . Aircel, good support through to it due to low call This leads to Smart, slow. It has good BSNL- POP, RIM, Smart- rates and absolutely no retailers pushing RIM, visibility in provides better Distributor changes complain related to Airtel. Not much Aircel- bringing new margin. frequently along with wrong deduction of magic box sale due Not much offers. offers leading to charges. RIM, Smart, to Nokia. pitching retailers Aircel- Not much due due to disatisfaction. to poor network poor network. Customers satisfaction/needs and reasons thereoff Customer Care Network Call rates Value Added Services Others services

Vodafone- Good but call rate to others Airtel- Good. A to be reduced. Chota recharge, Rs.333 Airtel- few cases of wrong recharge,Rs.11 SMS and Vodafone deduction of Rs.148/59/85/35 bonus card is in high Vodafone- - Excellent balance through Vodafone- Too much of sale. High end customers also want Strong presence RIM, caller tunes have SMS/Calls related to roaming packages related to ISD. in Eastern states Smart, been refunded. various VAS leads to Airtel-Good , Smart, RIM - Call rates would help in Aircel - Vodafone- Good irritation and also wrong are low but frequent change in schemes improving Poor especially for its deduction of balance. and poor network are the deterrents. customer base network. quick Company visit is there. BSNL- Low call rates with the image and visibility. BSNL- responsiveness. of Government agency and its presence average BSNL- Does -not in Assam, Tripura attracts a portion of exist customers.

Qualitative Survey Findings: Rest of Bengal CIRCLE (MALDA)

248 Location-Extreme rural belt of Malda with a population of around 4 lacs. These two blocks are about 23 and 35 Kms respectively from Malda district town. Both the blocks have more than 105 km of border with Bangladesh. Community- Mainly Hindu with 53% of tribal population. More than 50% of population of these two blocks are living below poverty line. Habibpur- 04.05.09 Literacy rate is around 41%. Consumers- 85% of low end consumers and 80% are bread Bamangola earners. But mobile connection has increased manifold in the last one year due to very low price of Mobile sets, free or low priced SIMs and relative increase of per capita income through NREGS , increase in agri-production and increasing electrification. Labor migration to other parts has been reduced but still exists Retailers pitching /perception and reasons thereof Scheme Pitching Margins Distributor support Brand pull Others communication Vodafone- Not good as single Airtel, Vodafone has distributor fails to cover all the better brand pull due retailers. In case of new to excellent network Vodafone - Vodafone Airtel- Very fast Airtel- Low activation distributor is slow in extreme rural Bonus card- - 09 in margin but in collecting forms and in areas. Aircel, -- It is Rs.27, 59 selling retailers communicating claims are quite a few cases it is goofing fast catching up. well. Night pitches for through SMS regular. up with customer's documents Most of the voucher Rs.13 is it. Airtel- and distributor. Vodafone- leading to resubmission of customers are also selling high. 06 pitch Also best in Low margin documents and aleanation of keeping Voda , Airtel Free SIMs Aircel - bringing timely Aircel- customers to other brand. Also SIM only to receive distributed 06 new Better rural retailers are not given call because of its leading to retailers offers/schemes. margin with clear instruction from the good network and increase of pitch. Vodafone- Good slab related Distributor regarding making call through customer base. BSNL, through SMS but rewards on documents problem related to Aircel/BSNL due to Presence of low Smart- slow in terms of new new activation Airtel- less call charge. end illeterate No distributor. activation. Relatively good in meeting BSNL- A good customers- need pitching Aircel-- Good Smart, claims, POP support. Aircel- portion of customers to communicate due to through SMS BSNL- Also Continuous communication still stick to it due to offers and brand almost nil and distributor. good with retailers and provides all its earliest presence awareness in new Also field margin. possible help related to new and reputation of Bengali (public activation. service is better. activation, POP,availbility of being honest in adress system). products, backend support deducting balance etc.. from customer. Customers satisfaction/needs and reasons thereof Customer Care Value Added Network Call rates Others services Services

Airtel, -Good and Vodafone, Airtel-High call rate in Vodafone-Too much responsive but not Vodafone- Magic Vodafone, comparison with Aircel, BSNL. But of SMS and call satisfied related to box 125 and 225 Airtel- still selling good because of good related to VAS caller tune deduction. selling well due to Excellent. network . Aircel, RIM, Smart- irritates customer. Vodafone- Good and cheap affordable Aircel, relatively low call rate but poor Also most of the responsive even in rate and good RIM, network. But students and low end customers do not wrong deduction of battery back up, but Improving customers like these due to low call understand. Calls in charge related to caller 226 and 225(FM) with times rate to others and presence of friends Bengali related to tunes activation. is not selling as BSNL- circle benefit . BSNL- Have craze new recharge cards or BSNL- Non existence other SIMs cannot poor among the old customers. Almost nil bonus card could be of CCS. Rim, Smart- be inserted. new connection. more helpful. Relatively responsive. Qualitative Survey Findings: Rest of Bengal CIRCLE (MALDA)

249 Location-The district town is situated 360 Km North to Kolkata. It is infact the center of WB connecting North and South Bengal and a busy business place. It has business connection with both Bihar and Bangladesh also. Community- A healthy mix of both Hindu and Muslim 05.05.09 Malda Town population. Consumers- 70-75% of low end consumers and 60% are bread earners with students contributing the rest. Here also mobile connection has increased manifold in the last one year mainly due to availability of good network with various mobile service providers.

Retailers pitching /perception and reasons thereoff Scheme Pitching Margins Distributor support Brand pull Others communication Vodafone - Airtel, Vodafone has Bonus card- better brand pull due to Rs.27, 59 selling Vodafon Airtel- Very fast in Vodafone- Within the excellent network in well. Night e- 05 communicating town distributor extreme rural areas. voucher Rs.13 is retailers through SMS and Airtel- Low support is good Aircel, -- But most of also selling high. pitches for distributor. Also best margin but related to backend, the retailers perceive Aircel-Very it. Airtel- in bringing timely claims are POP and regular that it will reach no.1 aggressive 03 pitch new offers/schemes. regular. claims. Airtel- spot very soon. Promotional Aircel - Vodafone- Good Vodafone- Relatively good in Especially it is catching activities. 04 through SMS but Low margin meeting claims, POP hold of the youth Created separate retailers slow in terms of Aircel- Better support. Aircel- segment through Free selling booths pitch. distributor. Aircel-- margin with Continuous SIM and Rs.175 infront of Malda BSNL, Good through SMS. slab related communication with recharge option which College and also Smart- But extremely rewards on retailers and provides provides Aircel to provides high No such efficient through new all possible help Aircel free, others 30p margin to the pitching distributor. Even activation. related to new and STD Rs.1. BSNL- retailers infont of due to regular public Smart, activation, A good portion of Malda Women's almost nil announcement is BSNL- Also POP,availbility of customers still stick to college to make new made through Auto good margin. products, backend it due to its earliest the retailers pitch activation Rickshaw about new support etc..Extensive presence and reputation Aircel. and poor schemes/offers in sales man visit. of being honest in Distributed free network. Bengali. deducting balance from SIM and now customer. selling SIM at Rs.10.. Customers satisfaction/needs and reasons thereof Value Added Network Call rates Customer Care services Others Services Vodafone, Airtel-High call rate in Airtel, -Good and comparison with Aircel, BSNL. But Vodafone- responsive but not Vodafone still selling good because of good Chota recharge satisfied related to caller Vodafone-Too , Airtel- network . Aircel, RIM, Smart- and night tune deduction. much of SMS and Excellent. relatively low call rate but poor voucher sells Vodafone- Good and call related to VAS Aircel, network. But students and low end well. responsive even in wrong irritates customer. RIM, customers like these due to low call rate International deduction of charge Aircel- take very Also good to others and presence of friends circle card does not related to caller tunes long time for the network benefit . BSNL- Have craze among the have much activation. BSNL- Non customer to reach BSNL- old customers. But new addition has demand. Also existence of CCS. Rim, the desired point. . Average come to a halt. Rs.399 recharge is sold customers have Smart- Relatively well among businessmen due to free multi SIM. responsive. BSNL to BSNL. Qualitative Survey Findings: Rest of Bengal CIRCLE (MALDA)

250 Location-This is the biggest block of Malda situated 30 Km north of Malda. Community- Mainly Hindu population with Muslim population contributing around 10%. Also it is a tribal dominated block with 40% living BPL and 42% literacy rate. Consumers- Similar to 06.05.09 Gajole Habibpur-Bamangola here 80% of low end consumers and 70-75% are bread earners. But mobile connection has increased manifold in the last one year due to very low price of Mobile sets, free or low priced SIMs and relative increase of per capita income through NREGS and increase in agri-production. Labor migration to other parts of India has come down a bit.

Retailers pitching /perception and reasons thereof

Vodafone- Very poor Vodafon Airtel- similar to Habibpur- Airtel, Vodafone has e- 02 Low Airtel- Very fast in Vodafone Bamangola. Also better brand pull due to retailers margin but communicating through - Bonus replacement SIM is not excellent network in pitches for claims are SMS and distributor. Also card- available to most retailers extreme rural areas. it. Airtel- regular. best in bringing timely Rs.27, 59 , and the Distributor Aircel, -- But it is selling 03 pitch Vodafone new offers/schemes. Rs.11 behaves monopoly. This like hot cake among the Aircel - - Low Vodafone- Good through SMS leads to retailers pushing students. Especially it is 04 margin SMS but slow in terms of selling Airtel and Aircel. Airtel- catching hold of the youth retailers Aircel- distributor. 152 of all well. Relatively good in segment through Free pitch. Better retailers is not activated. Night meeting claims, POP SIM and Rs.175 recharge BSNL, margin Aircel--Good through voucher support. Aircel- option which provides Smart- with slab SMS. But extremely Rs.13 is Continuous Aircel to Aircel free, No such related efficient through also communication with others 30p and STD Rs.1. pitching rewards distributor. Even regular selling retailers and provides all BSNL- A good portion of due to on new public announcement is high. possible help related to customers still stick to it almost nil activation. made through Auto Also new activation, due to its earliest presence new Smart, Rickshaw about new Customers POP,availbility of and reputation of being activation BSNL- schemes/offers in Bengali have multi products, backend support honest in deducting and poor Also good and Saontali language. SIM. etc..Extensive sales man balance from customer. network. margin. visit.

Customers satisfaction/needs and reasons thereof Customer Care Value Added Network Call rates Others services Services Vodafone, Airtel-High call rate in Vodafone comparison with Aircel, BSNL. But still Airtel, -Good and , Airtel- selling good because of good network . responsive but not Vodafone- Excellent. Aircel-- relatively low call rate but poor satisfied related to caller Vodafone-Too Chota Aircel, network. But students and low end customers tune deduction. much of SMS and recharge and Network like these due to low call rate to others and Vodafone- Good and call related to VAS night improving presence of friends circle benefit . BSNL- responsive even in irritates customer. voucher sells fast with Have craze among the old customers. But wrong deduction of Aircel- take very well. Rs.110 installatio new addition has come to a halt. Rs.399 charge related to caller long time for the International n of new recharge is sold well among businessmen due tunes activation. BSNL- customer to reach card is not towers. to free BSNL to BSNL. RIM, Smart- Not Non existence of CCS. the desired point. . that BSNL- much demand due to frequent change of Rim, Smart- Relatively available. Average schemes and complain of wrong deduction of responsive. balance.

Qualitative Survey Findings: Rest of Bengal CIRCLE (MALDA)

Date of Place of Visit visit Salient features of the place

251 Location-Kaliachak-I, II, III blocks are situated within 35 Km south of Malda town. It is a business hub related garments and mango trading with Bihar and Bangladesh as well. Community- Almost absolute majority of muslim population. Literacy rate around 40% and 35% living BPL. Consumers- 60-65% of low end consumers and 60% are 07.05.09 Kaliachak bread earners with students contributing the rest. Here also mobile connection has increased manifold in the last one year mainly due to cheap sets and availability of good network with various mobile service providers. NREGA has not been implemented properly. Lots of labor migration takes place to other parts of India. Retailers pitching /perception and reasons thereof Scheme Pitching Margins Distributor support Brand pull Others communication

Vodafone- Very poor Airtel, Vodafone has Airtel- Very fast in similar to Habibpur- better brand pull due Vodafone - communicating Bamangola and to excellent network Bonus Airtel- Low through SMS and Gajole. Airtel- in extreme rural card- margin but distributor. Also best Relatively good in areas.But monthly Rs.27, 59 claims are in bringing timely new Vodafon meeting claims, POP sale has been going selling well. regular. offers/schemes. e- 03 support. Aircel- down. Aircel, -- It is Night Vodafone- Vodafone- Good retailers Continuous catching like wild fire voucher Low margin through SMS but pitches communication with due to Free SIM and Rs.13 is Aircel- slow in terms of for it. retailers and provides Rs.175 recharge also selling Better distributor. Aircel-- Airtel- 03 all possible help option which provides high. margin with Good through SMS. pitch related to new Aircel to Aircel free, Aircel-Very slab related But extremely Aircel - activation, others 30p and STD aggressive rewards on efficient through 06 POP,availbility of Rs.1. BSNL- A good Promotiona new distributor. Even retailers products, backend portion of customers l activities. activation. regular public pitch. support etc..Extensive still stick to it due to Lifetime Smart, announcement is sales man visit. All its earliest presence SIM selling BSNL- Also made through Auto road side and even and reputation of at Rs.10 good margin. Rickshaw about new rural Godowns are being honest in with a MP3 schemes/offers in painted Aircel to catch deducting balance CD free. Bengali. visibility. from customer.

Customers satisfaction/needs and reasons thereof Customer Care Value Added Network Call rates Others services Services

Vodafone, Airtel-High call rate in Airtel, -Good and Vodafone comparison with Aircel, BSNL. responsive but not Vodafone- Chota recharge , Airtel- But still selling good because of satisfied related to Vodafone-Too and night voucher sells well. Excellent. good network . Aircel- relatively caller tune deduction. much of SMS International card does not Aircel- low call and also improving Vodafone- Good and and call related have much demand. Also Network network. Students and low end responsive even in to VAS irritates customers have multi SIM. improving customers like this due to low call wrong deduction of customer. Aircel- Magic box 125 and 225 fast with rate to others and presence of charge related to take very long selling well due to cheap installatio friends circle benefit . BSNL- caller tunes time for the affordable rate and good n of new Have craze among the old activation. BSNL- customer to battery back up, but 226 and towers. customers. But new addition has Non existence of reach the desired 225(FM) is not selling as BSNL- come to a halt. Rs.399 recharge is CCS. Rim, Smart- point. . other SIMs cannot be Average sold well among businessmen due Relatively inserted. to free BSNL to BSNL. responsive. Qualitative Survey Findings: Rest of Bengal CIRCLE (Bongaon-Habra)

Date of Visit Place of visit Salient features of the place 252 Location-These two places are well beyond 65 Km from Kolkata in Nadia district. Bongaon is adjacent to Bangladesh border and a center of communication with Bangladesh. It is a trading 15.05.09, Bongaon- hub of garments and other essential commodities. Community- Majority Hindu with 25-30% 17.05.09 Habra of muslim community. Consumers- 60-65% of low end consumers and 70% are bread earners with students contributing the rest.

Retailers pitching /perception and reasons thereof Scheme Pitching Margins Distributor support Brand pull Others communication Vodafone has better Vodafone- brand pull due to Chota recharge Vodafone, Vodafone, Airtel- Good excellent network in and night Airtel- Very fast support with regular in extreme rural areas. voucher sells Visited in meeting claims, POP Activation has increased well. 18 communicating support and fast of late due to easy International retailers. Airtel, through SMS activation process. In availability of cheap SIM. card does not Vodafone Vodafone- and distributor. case of Vodafone Airtel- Less than have much -Majority Low margin Also best in Gupshup is very much Vodafone RIM- Almost demand due to pitches for but claims are bringing timely avaialble and wrong similar to Voda due to its use of same SIM/ it. Airtel regular. new recharge has also been early market penetration recharge voucher and RIM RIM, BSNL- offers/schemes. streamlined.RIM- Good in the area, less call rate across border are very Better margin. RIM- Good support. BSNL- Very (Rs.99 bonus), availability (Indian network close through poor e-top up transfer of cheap set with works even deep follower. distributor, but leading to decrease in connection (Rs.900). into Bangladesh). not so god customer base. BSNL- average pull with RIM- Network through SMS. a section of old problem in the customers. evening. Customers satisfaction/needs and reasons thereof Customer Care Value Added Network Call rates Others services Services

RIM- It is having a Vodafone good market due to , Airtel- low call rate and Airtel, Vodafone Excellent. Vodafone-Satisfactory call rates. SIM early market -Good and responsive Vodafone-Too RIM- sold at Rs.10 with chota recharges and penetration through but not satisfied related much of SMS and Relatively Rs.11 SMS selling good. RIM- Very cheap set with auto activation of caller call related to VAS good. good demand due to low call rates connection. tune and thus deduction irritates customer. Aircel- through Rs.99 bonus card. Airtel- 3rd Vodafone- Still the of balance. BSNL- RIM- VAS related Very poor in terms of customer satisfaction. market leader due Non existence of CCS. calls at odd times and no BSNL- Honest in deduction of to excellent Rim, - Relatively irritates customer. demand balance . network through responsive. BSNL- out WB and Average relatively affordable call rate.

Questionaire-1

Dear Respondent

253 I, Sri Tamal Choudhury, a student of Bharathidasan Institute of Management, Trichy, Bangalore-Campus has been pursuing PGDBM. Here I am undertaking a project on: To map customers’ motivation in buying a mobile connection and the influences there off under my summer project/internship. I request you to kindly fill up the questionnaire. All information collected is for research purpose and shall be treated with utmost confidentiality. Thanking you for spending your valuable time.

Do you have a mobile connection? Yes No

Gender Male Female

Age (in Years) 18-25 25-40 Above 40

Highest level of education Below 10th Bachelors Masters

Annual Family Income (in INR) < 1 lac 1-3 lac > 3lac

Which of the following mobile connection do you have?

Airtel Aircel BSNL RIM Smart

TATA Indicom Vodafone

Which kind of mobile connection do you have?

Yes No

Section- A

254 Please respond to each statement as you believe it is an important characteristic related to Call Rates that Motivates a customer in buying a mobile connection. Please indicate your level of agreement or disagreement to the following statements by placing (√) in the appropriate box. # Characteristics Strongly Disagree Undecided Agree Strongly Disagree Agree 1 2 3 4 5 1 I like the usage of various bonus cards in reducing call rates 2 I want only recharge cards with bonus card facility 3 I want low cost handset provided by the mobile service provider with free lifetime SIM

Section- B

Please respond to each statement as you believe it is an important Value Added Services (VAS) and After Sales Services that Influences a Customer in buying a mobile connection. Please indicate your level of agreement or disagreement to the following statements by placing (√) in the appropriate box. # Characteristics Strongly Disagree Undecided Agree Strongly Disagree Agree 1 2 3 4 5 1 I subscribe Mobile Service Providers(MSP) giving good caller tunes 2 I want important NEWS display

3 I subscribe to MSP which provides responsive and swift Customer Care service. 4 I want good after Sales Service from the Retailers

5 I like transparency in deducting balance related to various VAS like caller tune charge

Section- C

255 Please respond to each statement as you believe it is an important external influencing factor that increases Customers’ motivation in buying a mobile connection. Please indicate your level of agreement or disagreement to the following statements by placing (√) in the appropriate box. # Characteristics Strongly Disagree Undecided Agree Strongly Disagree Agree

1 2 3 4 5

1 I want Good Network/ Connectivity 2 I want easy availability of SIM card 3 I want easy hassle free activation process 4 I want easy availability of Physical recharge and bonus cards 5 I want Easy availability of e- Recharge and e-Bonus 6 I like retailer’s recommendation in buying a new mobile connection 7 I want information of new schemes through retailers 8 I want information of new schemes through SMS 9 I buy the Mobile Service Provider which I see the most through ads and posters. 10 I would like to get the mobile connection which my friends have

Questionnaire-2

256 Dear Respondent

I, Sri Tamal Choudhury, a student of Bharathidasan Institute of Management, Trichy, Bangalore-Campus has been pursuing PGDBM. Here I am undertaking a project on: Perception and satisfaction of Retailers in dealing with products of various mobile service providers under my summer project/internship. I request you to kindly fill up the questionnaire. All information collected is for research purpose and shall be treated with utmost confidentiality. Thanking you for spending your valuable time

Which of the following mobile connection do you provide?

TATA Indicom Vodafone All the above

Which of the following service provider’s products (recharge vouchers and bonus cards- both physical & e-cards) do you deal with?

TATA Indicom Vodafone All the above

257 Section-A

Please respond to as you perceive a company in terms of (1) Bringing new offers, (2) Call charges, (3) Customer Care Service, (4) Customer satisfaction , (5) Network/ Connectivity & (6) Brand pull. Please indicate your level of agreement to the following attributes by placing appropriate numbers against each attribute and each company.

1. Bringing new offers: Very fast = 5, Fast = 4, Medium = 3, Slow = 2, Very slow = 1 2. Call Charges: Very low = 5, Low = 4, Medium = 3, High = 2, Very high = 1 3. Customer Care Services: Very active = 5, Active = 4, Medium = 3, Passive = 2,Very Passive=1 4. Customer satisfaction: Very good = 5, Good = 4, Medium = 3, Bad = 2, Very bad = 1 5. Network/ Connectivity: Excellent = 5, Very Good = 4, Good = 3, Poor = 2, Very Poor = 1 6. Brand pull : Excellent = 5, Very Good = 4, Good = 3, Poor = 2, Very Poor = 1

Company Bringing Call Customer Customer Network/ Brand new offers Charges Care Services satisfaction connectivity Pull Airtel

Aircel

Reliance

TATA Indicom Vodafone

Section - B

258 Please respond to as you are satisfied with a company in terms of (1) Margins (backend), (2) Issue settlement, (3) POP support, (4) Distributor support, (5) Company visit/support & (6) Scheme communation (SMS) (7) Scheme communation (Distributor). Please indicate your level of agreement to the following attributes by placing appropriate numbers against each attribute and each company. 1. Margins: Very good = 5, Good = 4, Medium = 3, Bad = 2, Very bad = 1 2. Issue settlement : Very fast = 5, Fast = 4, Medium = 3, Slow = 2, Very slow = 1 3. POP support: Excellent = 5, Very Good = 4, Good = 3, Poor = 2, Very Poor = 1 4. Distributor support: Excellent = 5, Very Good = 4, Good = 3, Poor = 2, Very Poor = 1 5. Company visit: Very frequent = 5, Frequent = 4, Few times = 3, Seldom = 2, Nil =1 6. Scheme Communation (SMS): Excellent = 5, Very Good = 4, Good = 3, Poor = 2, Very Poor = 1 7. Scheme Communation (Distributor): Excellent = 5, Very Good = 4, Good = 3, Poor = 2, Very Poor = 1

Company Margins POP Issue Distributor Company Scheme Scheme (backend) support settlement support visit comm.(SMS) comm.(distri)

Airtel

Aircel

Reliance

TATA Indicom

Vodafone