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Prof. Trilochan Sastry

Location: E-107
Trilochans@iimb.ernet.in




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Kritika Gupta
Goll: 0811156
kritika8844@gmail.com
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     Page 2
 


• the increase of advanced service offered by cellular networks
draws lots of interest from researchers to study the networks and phone
user behavior. With the evolution of Voice over IP, cellular phone usage is
expected to increase exponentially. In this report, we analyze the behavior
of cellular phone users and identify behavior signatures based on their
calling patterns using factor analysis. We quantify and infer the
relationship of a person¶s randomness levels using information factor
analysis based on the location of the user, time of the call, inter-connected
time, and duration of the call etc. We use real-life call logs of 94 mobile
phone users collected at MIT by the Reality Mining Project group for a
period of nine months. We are able to capture the user¶s calling behavior
on various parameters and interesting relationship between randomness
levels in individual¶s life and calling pattern using correlation coefficients
and factor analysis. This study extends our understanding of cellular phone
user behavior and characterizes cellular phone users in forms of
randomness level.

 
 The telecommunication services in India have witnessed
the phenomenal change over the last few years. The craze for mobile
services in India is increasing substantially. Keeping the high
consumers demand in to consideration, many big players like Reliance,
Airtel, Aircel, Vodafone, BSNL, Tataindicom, Virgin Mobile etc. has
launched their services in the market. Information technology has
brought tremendous change in day-to-day activities of common man to
entrepreneurs. Number of mobile subscriber went up from 10.4 million
at the end of 2002 to 545.05 million in feb2010. Mobile as a medium is
growing fast with its easy accessibility and reach. It is not just telecom
centric. From a communication tool, it has emerged as a device for all
purposes. In many countries, mobile phones now outnumber land-line
telephones, with most adults and many children now owning mobile
phones. The mobile phone itself has also become a totemic and fashion
object, with users decorating, customizing, and accessorizing their
  
    

   Page 3
mobile phones to reflect their personality. In the rationale of modern
marketing, the firm¶s existence is dependent on customer¶s
satisfaction. Therefore, the knowledge of ³what the customer thinks´
and ³what consequently would contribute to his satisfaction´ is at the
requirement of the marketer. The present study aims to identify the
Factors affecting Mobile Phone Users¶ Behaviour. It also intends to
know the consumer¶s satisfaction with the different services and its
future impact on socio economic changes.
After becoming the second most populated country in the world, India
is set to achieve another record of having half a billion wireless
connections, thus becoming the second largest group of mobile phone
users after China. In fewer than twenty years ago, mobile phones were
considered to be rare and expensive pieces of equipment used by
businesses to a pervasive low-cost personal item but now it has become
a common household item. Building trust and adapting to the
individual and local needs of the community are critical success factors
for the diffusion and success of cutting-edge information and
communication technology. With the introduction of private sector
telecom service provider in the state the competition in the telecom
industry has increased significantly. The aim of study was to
objectively understand the behavior of mobile phone users in
Uttrakhand and further capture their satisfaction level that is influenced
by various technical and non technical factors. Specific aspects to be
studied were usage pattern in terms of the purpose for which mobile
phones are generally used by various categories of consumers, level of
the satisfaction of users, reasons for dissatisfaction, if any, level of
satisfaction with gadgets and added services provided, liking for
various attributes of the mobile phone instrument and usage pattern of
functionalities and added services. The methodology to conduct the
study was composed of different tasks such as review of literature on
consumer satisfaction in telecom industry, empirical research based on
a stratified random sample survey, a series of structured interviews and
few focus group discussions and analytical framework aimed at getting
an insight in to the behavior of consumer by analyzing the data /
information gathered through empirical research. To achieve the
  
          Page 4
objective of the study 306 randomly selected mobile users of
Uttrakhand State were chosen.
 
   
    In recent studies it was found that
factors affecting the brand decision in the mobile phone industry in Asiais
that that the choice of a cellular phone is characterized by two distinct
attitudes to brands:
* attitudes towards the mobile phone brand on one hand
* attitudes towards the network

 
 
 
  
  
 

   

    

  
   
   
 
 
           
  


     
   
 
      

      
    
   

 
 
 
Another study conducted an experiment with 94 consumers to
identify the amount of self-knowledge consumers have when choosing
between mobile phone brands. The study was build upon six key attributes
1. telephone features
2. connection fee
3. access cost
4. mobile-to-mobile phone rates
5. call rates
6. free calls
Which mobile phone purchasing respondents had to importance rate.
The research shows that consumers with prior experience about a product
can predict their choices relatively well but customers tended to
overestimate the importance of features, call rates and free calls and
underestimate the importance of a monthly access fee, mobile-to-mobile
phones rates and the connection fee.
According to a recent report by In-Stat/MDR (2002) research institute,
?   
   are now driving consumers into stores to purchase new
mobile phones and related devices such as PDAs. The finding that colour
display is considered more important choice criteria for consumers than
for example higher data rates or new features, is quite interesting owing to
the fact that other studies reviewed have not mentioned the importance of
  
        Page 5
colour display.

The report also indicates that there is real demand for colour display
handsets and by the year 2008 it is expected that all mobile phones and
PDAs are equipped with a colour display. The diffusion has started from
Asian countries where for example just in Japan over million handsets
with colour displays are sold every year. The diffusion speed is said to
depend primary on manufacturing costs: at present manufacturing a black-
and-white display is much cheaper compared to colour display. According
to the report the manufacturing costs are $7- 12 and $56-72, respectively.
These and other issues as well are next analyzed with data on Finnish
consumers. Finland can be considered as one of the leading countries in
the mobile phone industry. Not only due to Nokia but also some other
macro- as well as microeconomic factors such as society's positive
attitude towards new technologies and long geographical distances, have
accelerated the diffusion of mobile phones in Finland.

 ?


  t 
   ta a met  The data was collected by
means of questionnaires within selected educational institutions in the
Oulu region in Finland in September 2001. There were three target groups
in the survey. The first group comprised secondary school students aged
around 15. The second group included first-year students of the Faculty of
Economics and Industrial Management at the University of Oulu mainly
aged 18-26. The older students at the Faculty of Economics and Industrial
Management and the Technical Faculty formed the third group. Their age
varied between 20 to 47 years, although most were aged between 20 and
30 years of age. The data consisted of 397 questionnaires, of which 146
were from female students and 151 from male students. Almost all
(99.3%) of the respondents had at least one mobile phone in use at the
time of the survey, which reflects the actual situation among the
population in the Oulu region.
Questions inquiring the acquisition of a mobile phone and choice of
the operator were implemented with 11 statements respondents had to
importance rate on five-point Likert scales. The development of the scales
was based on two sources. Not only did we utilise existing statements
  
        Page 6
found in literature, but also our own knowledge followed by two focus
group interviews conducted among 45 university students. In the first
focus group the theme was mobile phone acquisition and in the second
operator choice. Consumer purchasing motives concerning the choice of a
mobile phone as well as operator are not well-known in theory, i.e. no
commonly accepted knowledge of the factors influencing consumers'
decision making exists. Therefore, the results obtained have some
limitations and should be considered tentative.

em 
ap
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Categories Count Percentage

Gender Female 49 16.0
Male 257 84.0
upto 20Years 43 14.1
21 to 25 Years 175 57.2
Age 25to 35 years 36 11.8
35 to 50 years 28 9.2
above 50 years 24 7.8
Upto Matric 35 11.4
Education Intermediate 92 30.1
Level Upto Graduation 69 22.5
Post Graduate and others 110 35.9
Monthly Upto Rs.8000PM
17 5.6
Income Rs. 8000 to Rs15000PM
168 54.9
Rs. 15000PM to Rs.25000
91 29.7
PM
30 9.8
Above Rs. 25000PM

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 a

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Sl NO Name of No of Percentag
service respondents e
providers
A Vadafone 14 4.6
B Airtel 59 19.3
C Reliance 55 18.0
D BSNL 56 18.3
E Idea 23 7.5
F Tata Indicom 29 9.5
G Virgin Mobile 29 9.5
h Aircel 41 13.4
Total 306 100.0

Over the last few years the competition in the mobile services industry has
increased significantly as these services started as one dominated by
private sector enterprises and the government honestly followed a policy
of ³managed competition´ by licensing more than one service provider in
a telecom circle. All most all service providers are based on new
technologies that were state-of-the art and supposed to be having the
cheapest mobile telecom tariffs in the world. Since all the services
providers were new and had the same vintage of technology, their
competition was more in terms of price and conditions of sale. Keeping
this into consideration an attempt was made to know the market share of
mobile telecom service providers on the basis of customer subscription of
mobile services by the customers of Uttrakhand state. It is seen that Airtel,
Reliance and BSNL having neck to neck competition with 19.3%, 18%
and 18.3% customers with them. Aircel was indicated by 13.4%
respondents. Tataindicom and Virgin mobile was indicated by 9.5%
respondent each. Idea and Vodafone services were indicated by 7.5% and
4.6% respondent respectively.

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Sl NO Different Features of No of Percenta
Services respondents ge
A Internet services 305 99.6732
B Calculator 302 98.69281
C Message recording 303 99.01961
D Photography 301 98.36601
E Banking and other related 217 70.91503
services
F MMS 161 52.61438
G SMS 303 99.01961
h Call Diverting 246 80.39216
I WAP 159 51.96078
J Contact NO backup 160 52.28758
K FM Facilities 86 28.10458
L Others features 157 51.30719
Total 100.0

, , ,
 *+ *+ -  *./.  / Page 9
The ti e we are li i i may be one of the most fascinating to st y
mobile phone purchasing moti e and perception of next mobile phone
services. The current trend in the mobile phone industry is that we are
experiencing a shift from second generation mobile to third generation.
This means mobile phone will not be device used for speaking but a hand
et that allows customer a variety of new different services like Internet
services, Calculator, Message recording, Photography, Banking and
other related services, MM , SMS, Call Diverting, WAP, Contact
Number backup, FM Facilities, etc. and so on. It is seen from the
survey that there is high degree of awareness internet services,
Calculator, Message recording, Photography, and SMS services
available on phone as it was indicated by almost all respondent in the
sample. However, customer awareness about the feature such as Banking
and other related services on phone, Call Diverting, WAP, Contact NO
backup, FM Facilities are very low as presented in the table.
 

 0  1  2 3  450  P 


 N  a ae
 a
Sl NO Name Of No Of Percentag
Service Respondents e
Providers
A 0-5 Call In A
59 19.3
Day
B 5-10 Calls In A
85 27.8
Day
C 10-15 Calls In
81 26.5
A Day
D More Than 15
81 26.5
Calls In Day
E Total 306 100.0

In earlier day the mobile phone being viewed as an expensive luxury only
affordable to the power and rich in India Today, not only in all urban
areas, also in smaller towns and remote rural farms, the mobile phone has
become a common, affordable, and convenient communication device.
Reduction in the tariff has made affordable to all and increased its uses
significantly. An attempt was made to know the number of call made per
day by the respondents. The analysis indicates that 19.3 perce nt
respondents make average 5 calls per day. 27.8 percent respondents make
5 to 10 calls per day. 53 % respondent is equally divided among those who
make 10-15 calls in a day or more than 15 call per day respectively.

8 8 8
 67 67 9  6:;:  ; Page 11
 Bette
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t

Sl NO Name of No of Percentag
service respondents e
providers
A Vodafone 6 2.0
B Airtel 124 40.5
C Reliance 19 6.2
D BSNL 141 46.1
E Idea 8 2.6
F Tata Indicom 3 1.0
G Virgin Mobile 5 1.6
Total 306 100.0

Connectivity is one of the most important aspect to increase the customer

satisfaction with telecom services. According to TRAI report Only one out
of 128 cellular licensees across the country has managed to meet the
customer satisfaction benchmarks including network performance and
customer care services in a survey conducted by the Telecom Regulatory
Authority of India (TRAI). The only operator who met Tray¶s benchmark
of over 95% consumer satisfaction was Airtel in the Mumbai circle. Survey
indicates that 46.1% respondent were of opinion that BSNL give the better
connectivity. It is followed by the Airtel which was indicated by 40.5
percent respondent in the sample. Customer¶s response regarding Reliance,
Idea, Vadafone, Tataindicom , and Virgin mobile are not so positive.

> > >

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tat a?t
 
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Sl NO Factors No of Percentag
respondents e
A Price 57 18.6
B Mobile Handset
45 14.7
Compatibility
C Mobile services
of Friends and 34 11.1
relatives
D Free Extra
129 42.2
services
E Others 41 13.4
F Total 306 100.0

Telecommunication markets have changed dramatically in recent years.

Customers in many countries who used to have only one service provider
now have a wide variety to choose from. The availability of wide variety
of service features and high technological product and fast changing
technology has forced companies to attract and keep existing customer
retained. The telecom companies on expanding the relationship with
existing customers. The purchase decision of products such as mobile
phone, which are used publicly, is strongly influenced by various tangible
and intangible factors like Price Mobile Handset Compatibility Mobile
services of Friends and relatives Free Extra services and Others
technological and non technological issues. The analysis indicates that free
extra services offered by the service provider is one the most important
factor that customer look into while selecting a particular mobile services
provider. It was indicated by 42.2% respondent in the sample. Economic
factor like price of the product and tariff rate etc are the second important
factor considered by 18.6% respondents in the sample. Factor like Mobile
Handset Compatibility and Mobile services of Friends and relatives was
considered by 14.7 and 11.1% respondents in the sample.

D D D
 BC BC E  BFGF  G Page 13
 ½?at
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tat a?t
 
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t
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 taat


Important factor of Using Particular Total

Mobile
Price Mobile Mobil Free Other
Handset e Extra s
Compati service servi
bility s of ces
Friend
s and
relativ
es
Educatio Upto 9 0 0 26 0 35
n Matrics
Qualific
ation
Intermediate 34 15 17 26 0 92
Upto 1 9 14 23 21 68
Graduation
Post 13 20 3 54 20 110
Graduate
and others
Total 57 44 34 129 41 305
Pearson Chi-Square 107.5
07(a)
Table no indicates the degree of association between different factor
motivating the customers in favour of particular service providers with
their level of education and income. The calculated value of the Chi
Square test statistics (Ȥ 2 )= 107.507(a) at 5 percent level of significant is
greater than the tabulated value (18.307) with 12 degree of freedom .
Hence the hypothesis is rejected indicating that different factor motivating
the customer in favour of particular service providers is associated with
their level of education.

J J J
 HI HI K  HLML  M Page 14
 ? me a

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tat a?t
 
 Pa
t
?a
 
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 taat


Important factor of Using Particular Total

Mobile
Price Mobile Mobil Free Other
Handset e Extra s
Compat service service
ibility s of s
Friend
s and
relativ
es
Income Upto 0 5 8 4 0 17
Classifi Rs.8000PM
cation
Rs. 8000 to 37 23 15 75 18 168
Rs15000PM
Rs. 15000PM 10 10 7 43 21 91
to Rs.25000
PM
Above Rs. 10 6 4 7 2 29
25000PM
Total 57 44 34 129 41 305
Pearson Chi-Square 51.590
(a)

Above indicates that Chi Square test calculated at 5% level of significance

with 12 degree of freedom (Ȥ 2 )=51.590is greater than the tabulated value
(18.307). So, the null hypothesis is rejected indicating that different factor
motivating the customer in favour of particular service providers is
associated with their level of income of respondents

P P P
 NO NO Q  NRSR  S Page 15
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ee

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a   
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?e
Sl NO Factors No of Percentag
respondents e
A virgin 16 5.2
B reliance 54 17.6
C Tata indicom 23 7.5
D Airtel 140 45.8
E Vodafone 22 7.2
F idea 16 5.2
G don't know 35 11.4
Total 306 100.0

The competition in the telecommunication industry has increased

significantly. With the rising costs of getting a new product or service
ready for the market, it has become even more important to cut through the
effective branding. Today the entire telecom munication firms are doing
their best to build the brand through adapting marketing strategy. The
research indicates that 45.8% respondent is of the opinion that Airtel is
their most preferred brand. It is followed by the reliance which was
indicated by 17.6% respondents in the sample. Virgin, Tata indicom,
Vodafone, and idea were indicated by 5.2%, 7.5%, 7.2% and 5.2%
respondents respectively. 11.4% respondent expressed their inability to
decide best brand.

a?t
•a

Factor analysis is a method of data reduction. It does this by seeking
underlying unobservable (latent) variables that are reflected in the
observed variables The purpose of factor analysis is to discover simple
patterns in the pattern of relationships among the variables. In particular, it
seeks to discover if the observed variables can be explained largely or
entirely in terms of a much smaller number of variables called factors. In
our case suppose each of 306 people, who are all familiar with different
kinds of motivating factor in selecting a particular mobile service provider,

V V V
 TU TU W  TXYX  Y Page 16
 rate each of 12 variables on the question. We could usefully ask about the
number of dimensions on which the ratings differ
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a

t tat
t
?
Cronbach's
Alpha Based
on
Cronbach's Standardized No. of
Alpha Items Items
Alpha = Standardized 12
.607 item alpha =
.6088

In order to accurately capture the respondent¶s perception reliability analysis

is carried out. So first reliability analysis was carried out with the help of
Reliability Test Here, the reliability is shown to be good using all 12 items
because alpha is .607 (Note that a reliability coefficient of .60 or higher is
considered "acceptable" in most social science research situations.
K" a Ba
tett' cet

Kaiser-Meyer-Olkin Measure .520

of Sampling Adequacy.
Bartlett's Test Approx. Chi- 436.45
of Sphericity Square 7
df 66
Sig. .000

The above table indicates KMO and Bartlett¶s test of sphericity. This
measure varies between 0 and 1, and values closer to 1 are better. The
Bartlett's Test of Sphericity tests the null hypothesis that the correlation
matrix is an identity matrix. These tests provide a minimum standard
which should be passed before a factor analysis (or a principal components
analysis) should be conducted

This section analyzes the comparative mean score of various factor which
influence employees to remain with the present organization
\ \ \
 Z[ Z[ ]  Z^_^  _ Page 17
 e?

pt
e tat
t
?

Std.
N Mean Deviation
Call Rate 306 3.5098 1.25772
Proximity of Service Center 306 4.1863 .92751
Delivery Point User friendly 306 3.4216 1.05678
Satisfaction With Time gap
Between Service sought and 306 3.3758 1.25421
Deliver
Relationship with vendor/Sales
306 3.3333 .97173
Person
Trust in Company/Brand Name 306 3.8529 .97910
Accessibility to the customer
306 3.6471 1.16208
care on phone
Responsiveness of Customer
306 3.8039 1.10770
care
network quality 306 3.4575 1.04009
Overall satisfaction level with
the service quality of mobile 306 3.1536 1.06167
service provider
Accountability towards
306 3.5719 .96312
customers
Advance feature provided in
306 3.2484 1.04195
services
Valid N (list wise) 306
Descriptive statistics of mean and standard deviation of various variable
influencing selection of mobile phone service provider by the consumer of
Uttrakhand state indicates that Proximity of Service Center scored highest
mean (M=4.1836) it was followed by Trust in Company/Brand Name With
mean (M=3.8529) .consumer are of the opinion that Responsiveness of
Customer care is most helpful to them in selecting particular service
provider as it scored mean 3.8039. The Accessibility to the customer care
on phone has also found place in customer preference as it score mean of
3.6471. The higher standard deviation of variable like Call Rate,
b b b
 `a `a c  `ded  e Page 18
Satisfaction With Time gap Between Service sought and Deliver,
Accessibility to the customer care on phone, Responsiveness of Customer
care, indicates that customer response to such variable are very
inconsistent which infers that some customer give high preference to such
factors where as some give very low preference to such factors.
To reduce the total number of variables to a manageable number, factor
analysis was carried out through SPSS 15 version. For convenience we
have shown variance table which is as below:
c ta Va

a?e ½ pa
e

Compo Extraction Sums of Rotation Sums of

nent Initial Eigenvalues Squared Loadings Squared Loadings
% of Cumul % of Cum % of Cumul
Varian ative Varian ulativ Varian ative
Total ce % Total ce e% Total ce %
1 16.53
1.984 16.537 16.537 1.984 16.537 1.943 16.189 16.189
7
2 30.48
1.673 13.944 30.481 1.673 13.944 1.593 13.279 29.468
1
3 41.82
1.361 11.342 41.823 1.361 11.342 1.414 11.781 41.249
3
4 52.77
1.314 10.953 52.776 1.314 10.953 1.252 10.433 51.682
6
5 62.08
1.117 9.307 62.083 1.117 9.307 1.248 10.401 62.083
3
6 .929 7.742 69.825
7 .861 7.177 77.002
8 .708 5.900 82.902
9 .628 5.231 88.134
10 .552 4.603 92.737
11 .543 4.526 97.263
12 100.00
.328 2.737
0

h h h
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Extraction Method: Principal Component Analysis.
! tate  mp et at


a) ! tate  mp et at


a)

Component
1 2 3 4 5
Call Rate -.087 -.108 .229 .533 -.511
Proximity of Service
-.006 .850 -.011 .184 -.088
Center
Delivery Point
.060 .091 .785 .061 -.070
Userfriendly
Satisfaction With Time
gap Between Service .011 -.025 .167 .139 .841
sought and Deliver
Relationship with
-.112 .642 -.058 -.264 .261
vendor/Sales Person
Trust in
.848 .111 .052 -.051 -.042
Company/Brand Name
Accessibility to the
.805 -.022 -.077 .139 -.011
customercare on phone
Responsiveness of
-.093 -.106 .692 -.031 .304
Customer care
network quality .725 -.109 .037 -.004 .066
Overall satisfaction
level with the service
.101 .005 -.070 .893 .165
quality of mobile
service provider
Accountability
.128 .563 .473 -.128 -.223
towards customers

After careful examination of the factor loadings, the 12variables were

associated with the respective dimensions as shown in Table below.

n n n
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 P

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pa ? mp et & a ?
ate Va

ae
B
a a?t
  e
e?e e

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? ce?  
?a
a?t
 a?t
 a?t
 a?t

Trust in Proximity of Responsiveness Satisfaction Overall
Company/Brand Service Center of Customer With Time satisfaction
Name care gap level with the
Between service quality
Service of mobile
sought and service
Deliver provider
Accessibility to Accountability Delivery Point Call Rate Advance
the customer towards User friendly feature
care on phone customers provided in
services
network quality Relationship .
with
vendor/Sales
Person

Principal components & associated Variables indicates that first factor

indicating the customers preference in favour of particular service provider
is the combination of Trust in Company/Brand Name, Accessibility to the
customer care on phone and network quality accounting 16.537%
variance of the total variances. The second Factor is the combination
Proximity of Service Center, Accountability towards customers,
Relationship with vendor/Sales Person which accounts 13.944% variance
of total variance. Third factor is the combination Responsiveness of
Customer care and Delivery Point User friendly which account 11.342 %
variance of the total variances. Fourth factor is the Satisfaction with Time
gap Between Service sought and Deliver, and Call Rate which accounts
10.953% of total variance. Fifth factor is the combination of Ove rall
satisfaction level with the service quality of mobile service provider and
Advance feature provided in services which accounts 9.307% of total
variance.

t t t
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 a?t
 ae?t
 te ?
?e  a m 
e p e: Price and properties
were regarded as the most important motives affecting the decision to
purchase current mobile phone model among the respondents as
displayed. According to the survey close to 80 percent and over 85
percent, for price and properties respectively, felt that price and properties
had affected their decision making at least relatively much. Price might
have dominated the decision making in the sample more than it does for
the whole population, as the average net income in the target groups was
relatively low. Employer's order or salesman's recommendation were
regarded as the least important motives.
A factor analysis (table 1) of the 11 statements suggests that three
factors (see e.g. Sharma, 1996; Hair et al., 1995) for more detailed
presentation of factor analysis method) were chosen in terms of eigen
value of larger than 1.0. The Bartlett's test of sphericity was highly
significant indicating high correlation between the variables. The second
factor analysis presented in this paper satisfied the above mentioned tests
also. The identified factors represent 52 percent of the variance of the
variables. The first factor can be called manufacturer as the highest
loadings relate to three variables pertaining to properties, image, and new
services. The second factor exhibits largely loadings for four variables
relating to market conditions. Price and audibility had the highest
loadings for the second factor. The third factor is defined by two items
relating to other people's influence. Thus it can be called influential
persons. Influence of the manufacturer explained most of the total variance
(20%).

a?t
 ae?t
 te ?
?e  a pe
at
: The choice of the operator
was affected primary by price and audibility: around 83 percent felt that
price the operator charges had affected their choice at least relatively
much. In addition, audibility was the second most important motive: 82
percent felt that audibility had affected their decision at least relatively
much. Other motives of significant importance were properties, friends'
choice of the operator, co ntract type and free calls. Salesman and
employer were the least important affecting the choice of one's operator. A
factor analysis of the eleven statements was carried out. Four factors
z z z
 xy xy {  x|}|  } Page 22
explaining 62 percent of the variance of the variables were identified. The
factors can be labeled as
* features and brand,
* quality of the operator,
* components in pricing, and
* Influential persons.

The first factor has the highest loadings for four variables pertaining to
operator's features and brand. The second factor, quality, has the highest
loadings for three variables relating to price, audibility and type (supply of
different contract types). The factor three can be called components in
pricing, because two of the highest loadings for this factor refer to free
calls and family's operator type. The final factor refers to employer's or
salesman's influence and can thus be labeled as influential persons. The
influence of the first factor, features and brand, is the highest explaining 22
percent of the variability.

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e p e e

?e: Respondents were inquired about the
services they are using at present as well as their intention to use the
services in the future. Most popular services used nowadays are logos and
ringing tones. Over 70 percent of the respondents had ordered logos and
tones for their mobile devices. These two were followed by phone bill
inquiry (61% had ordered) and call forwarding (54% had used). Only five
percent of all respondents had never used any of these fours. According to
the data, the use of mobile phone services seems to remain at the same
level during the next 12 months. The question inquiring groups' intention
to use new mobile phone services (e.g. MMS) revealed that majority
agreed at least relatively much with the statement that there is no need for
the mentioned mobile services. High price of the services was the most
important motive decreasing the number of potential users. According to
the survey over 90% of each group felt that high price had affected at
least relatively much their use of mobile services. Interestingly, inability to
use the services or ignorance about them had only minor impact on
respondents. Additionally, approximately two thirds of each group
considered that poor usability had had only a little effect on their use of
the services. Other factors affecting the adoption of mobile services such
as small screen size, slow data transfer and poor functionality had
relatively low impact on the possible adoption.

† † †
 „… „… ‡  „ˆ‰ˆ  ‰ Page 24
 ?
:
Information technology has brought tremendous change in the present
socio-economic environment. The tele communication services in India
have increased its horizon. The craze for mobile services in India is
increasing substantially. Formation of new state of Uttrakhand has
increased the economic activity substantially. The entry of private sector
in the field of communication industry has intensified the competition.
Therefore, the knowledge of ³what the customer thinks´ and ³what
consequently would contribute to his satisfaction´, is at the requirement of
the marketer The present study aims to assess the consumer¶s awareness
and their attitude towards different mobile service provider¶s companies
operating in Uttrakhand State. It also intends to know the c onsumer¶s
satisfaction and factor affecting their purchase decision and its future
impact on socio economic changes. From the analysis it is observed that
there is poor awareness about advance feature provided in the mobile
phone services. It is also observed that different factors affecting their
decision are associated with their level of education and income.

The trend that mobile phones are purchased earlier and earlier was
verified with the data. While looking at the oldest surveyed group three
(older university students), majority of them bought their first mobile
phone at the age of 18 (24%), followed by the age of 19 (23%), and 20
(15%). In comparison, 33 % of the youngest group (secondary school
students), acquired their first mobile phone at the age of 15. This was
followed by the age of 14 (27%) and 13 (18%). Thus, it can be stated that
the age of buying the first mobile phone has lowered in just few years from
18 to 15 years.

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