A STUDY ON BRAND LOYALTY OF GSM

CELLULAR SERVICE USERS WITH

RESPECT TO AIRTEL AND IDEA

BY
SHOBHA.T.M
 Brand Loyalty

Consumer's commitment to repurchase or otherwise

continue using the brand and can be demonstrated by
repeated buying of a product or service or other
positive behaviors such as word of mouth advocacy.
 GSM Cellular Service
GSM – Global System for Mobile Communications
Popular standard for Mobile telephony systems.

GSM is a cellular network. Mobile phones connect to

it by searching for cells in the immediate vicinity.
There are five different cell sizes in a GSM network—
macro, micro, pico, femto and umbrella cells.
 Contd…

The coverage area of each cell varies according to the implementation

environment.

Macro cells can be regarded as cells where the base station antenna is installed on a
mast or a building above average roof top level.

Micro cells are cells whose antenna height is under average roof top level; they are
typically used in urban areas.

Pico cells are small cells whose coverage diameter is a few dozen metres; they are
mainly used indoors.

Femto cells are cells designed for use in residential or small business environments and
connect to the service provider’s network via a broadband internet connection.

Umbrella cells are used to cover shadowed regions of smaller cells and fill in gaps in
coverage between those cells.
 GSM Cellular Service in AIRTEL
• Bharti Airtel: Bharti Airtel is the market leader in the
telecom sector with a market share of 31%. The market
challenger in this industry is Vodafone.
 GSM Cellular Service in IDEA
• In the matrix, Idea Cellular Limited falls in the first quadrant
of “QUESTION MARKS”. The circle size represents the
absolute market share (i.e. 12%) of our SBU in the telecom
sector.