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EXECUTIVE SUMMARY
The concept of “buying behavior” is of prime importance in marketing and has evolved over the years. It is important to understand consumer buying behavior as it plays a vital role in creating an impact on purchase of products.
The human wants are unlimited and always expect more and more. Mobile pre-paid products and Mobile handsets are no exception to this behavior. This lead to constant modifications of Mobile pre-paid products and mobile handsets and today we see lots of pre-paid products and new handset coming into the market practically every month.
In this research study my findings gave me a through insight of consumer buying behavior towards mobile pre-paid products and handset models.
I found that consumers consider various parameters while buying a mobile operator and mobile handsets.
Factors such as better connectivity, attractive tariff and low entry cost plays an important role in influencing a customer for opting any network similarly price, functions availing and long battery backup are considered very important factors for a customer before buying a handset model.
The study also helps me to know what are the major factors of dissatisfaction among the people after using a mobile operator.
On the whole, the market is a very important place to study the behavior of consumers and also
Provide useful insights what a consumer requires in a product. It is only through research that an
Company will be able to study the buying behavior of consumers.
INTRODUCTION
INDIAN TELECOM SCENARIO- AT A GLANCE
The Indian Telecommunications network with 429.72 million for the quarter ending March 2009 is the fifth largest in the world taking the teledensity up to 36.98 and is the second largest among the emerging economies of Asia.
Today, it is the fastest growing market in the world and represents unique opportunities for U.S. companies in the stagnant global scenario. The total subscriber base is expected to reach 500 million by next year.
India had 109.7 million rural mobile subscribers at the end of the first quarter, up by 18 percent from 93.2 million users in the fourth quarter of last year.
Despite the global economic slowdown India’s mobile phone market continues to be unaffected by the economic slowdown, with 11.9 million new mobile subscribers in April 2009. That’s a 45 percent greater increase than in the same month last year.
The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country.