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ABSTRACT
Today the success of any firm depends upon
the satisfaction of consumers. Consumer is
king the statement carries profound truth
in it. The firms should know about the
behavior of the consumers for satisfying
their consumers. Consumer behavior is
defined as the act of consuming or using
goods or services. The life style of modern
consumer is changing rapidly because of the
changing technology and innovation. In
these
circumstances
understanding
consumer is a very difficult task. The main
objectives of the study are (i) to identify and
analyze the factors which impinge on to the
satisfaction level of the customers of mobile
phone services, (ii) to understand the
effectiveness of the promotional activities of
mobile phone companies and offers
provided by the companies. The present
study is an empirical research based on
survey method. Through simple random
sampling 80 samples were collected. The
collected data were coded, calculated and
analyzed with the help of statistical tools
like percentages, chi-square test; garret
ranking model employed this study.
KEYWORDS
Consumer behavior, mobile phone services,
customer satisfaction, consumer preference.
INTRODUCTION
Consumer behavior is the study of human
responses to products or services and the
marketing of products/services. Consumer
behavior is defined as the act of consuming
or using goods or services. The study of
consumer behavior focuses on how
individuals make their decisions to spend
their available resources (time, money,
effort) on consumption related items or
Tables
TABLE 1 - SOCIO ECONOMIC PROFILE OF THE SAMPLE RESPONDENTS
S. No
Particulars
Female
Male
Total
A. Age distribution
(i)
Below 20 years
12 (15.0)
20 (25.0)
32 (40.0)
(ii)
21 23 years
0
(0.0)
12 (15.0)
12 (15.0)
(iii)
24 26 years
16 (20.0)
12 (15.0)
28 (35.0)
(iv)
Above 27 years
4
(5.0)
4
(5.0)
8 (10.0)
Total
32 (40.0)
48 (60.0)
80 (100.0)
B. Educational qualification
(i)
Illiterate
4 (5.0)
4 (5.0)
8
(10.0)
(ii)
Secondary
4 (5.0)
0 (0.0)
4
(5.0)
Higher secondary
(iii)
16 (20.0)
4 (5.0)
20 (25.0)
Graduate
(iv)
8 (10.0)
20 (25.0)
28 (35.0)
Postgraduate
0 (0.0)
4 (5.0)
4
(5.0)
(v)
0 (0.0)
16 (20.0)
16 (20.0)
Technical
(vi)
Total
32 (40.0)
48 (60.0)
80 (100.0)
C. Occupational status
(i)
Government employees
0
(0.0)
4 (5.0)
4 (5.0)
(ii)
Non-govt. employees
4
(5.0)
12 (15.0)
16 (20.0)
(iii)
Students
12 (15.0)
32 (40.0)
44 (55.0)
Home maker
8
(10.0)
0 (0.0)
8 (10.0)
(iv)
Any other
8
(10.0)
0 (0.0)
8 (10.0)
(v)
Total
32 (40.0)
48 (60.0)
80 (100.0)
D. Marital Status
(i)
Married
20 (25.0)
12 (15.0)
32
(40.0)
Un married
12 (15.0)
36 (45.0)
48
(60.0)
(ii)
Total
32 (40.0)
48 (60.0)
80 (100.0)
E. Income of the respondents
(i)
Not earning
20 (25.0)
32 (40.0)
52 (65.0)
(ii)
Below 5000
12 (15.0)
8 (10.0)
20 (25.0)
(iii)
5001 7500
0 (0.0)
0 (0.0)
0 (0.0)
7501 - 10000
0 (0.0)
4 (5.0)
4 (5.0)
(iv)
Above 10000
0 (0.0)
4 (5.0)
4 (5.0)
(v)
Total
32 (40.0)
48 (60.0)
80 (100.0)
Note: Figures in the parentheses shows percentage of total respondents.
Source: Primary data
Particulars
Female
32
(40.0)
Male
Total
12
4
4
12
16
(15.0)
(5.0)
(5.0)
(15.0)
(20.0)
16
8
16
12
28
(20.0)
(10.0)
(20.0)
(15.0)
(35.0)
48
(60.0)
80
(100.0)
24
12
12
(30.0)
(15.0)
(15.0)
40
24
16
(50.0)
(30.0)
(20.0)
16
12
4
(20.0)
(15.0)
(5.0)
Total
32 (40.0)
48 (60.0)
80 (100.0)
Note: Figures in the parentheses shows percentage of total respondents.
Source: Primary data
Male
Total
48 (60.0)
0 (0.0)
48 (60.0)
80
0
80
(100.0)
(0.0)
(100.0)
12
36
48
28
52
80
(35.0)
(65.0)
(100.0)
(15.0)
(45.0)
(60.0)
8 (29.0)
4 (14.0)
0 (0.0)
12 (43.0)
4 (43.0)
16 (43.0)
4 (14.0)
28 (100.0)
4
(5.0)
16
(20.0)
24 (30.0) 36
(45.0)
20 (25.0) 28
(35.0)
Total
32 (40.0) 48 (60.0) 80 (100.0)
Note: Figures in the parentheses shows percentage of total respondents.
Source: Primary data
Below 20
21 23 years
24 26 years
Above 27
Male
Female