1

INTRODUCTION
According to, with compound annual growth rate (CAGR) of 18%, the countrys cellular
services market is projected to surpass $37 billion by 2012, while exceeding 737 million
connections at the same time. Cellular market penetration is projected to increase from 19.8%
in 2007 to 60.7% in 2012, not only due to the increasing focus on the rural market, but also
thanks to such domestic mobile handset segment, and lower handset prices. The Indian
mobile market continues to be dominated by prepaid subscribers, which accounted for more
than 89% of all mobile connections in 2007 and is expected to grow to more than 92% of the
connection base by 2012. The total services revenue for prepaid connections is expected to
grow at 18.9% CAGR for the period 2008-2012 and the total services revenue for post-paid
connections is expected to grow at 15% CAGR during the same forecast period. By 2012, the
prepaid subscriber base will cross 683 million and post-paid subscriber base will exceed 53
million subscribers. The mobile phones are progressively becoming cheaper and affordable
for people in the country with the increase in disposable income that improves the quality of
life in India. People are showing interest in new technologies like the option to access internet
using a mobile phone. Besides, mobile service providers are also adding new schemes, offers
and technology advancement in their services. This has resulted in more and more consumers
are buying mobile phones and switching between different service providers.

The Indian telecom sector, seen as providing the most affordable services in the world, has
grown by leaps and bounds in the last decade. This remarkable journey to 100 million
consumers is a testament to the vision and commitment of a company that benchmarks itself
with the best in the world,'' Sunil Bharti Mittal, chairman and group chief executive officer of
Bharti Enterprises said. (Times of India May 2009).

Switching behavior is a consumer behavior where the behavior of the consumers differs
based on the satisfactory level of the consumers with the providers or companies. Switching
behavior can be enunciated as the process of being loyal to one service and switching to
another service, due to dissatisfaction or any other problems. Even if a consumer is loyal to a
particular brand, if the brand does not satisfy his/her needs, the consumers switch to a

Competitor brand. There are different factors and determinants which affect the consumers in
switching their service from one service to another. The cost which is incurred during the

2

switching process is called switching cost. Consumer loyalty is defined as the degree to
which a Consumer exhibits repeat purchasing behavior from a service provider, possesses a
positive attitudinal disposition toward the provider, and considers using only this provider
when a need for this service arises (Gremler and Brown, 1996, p. 173).Losing a consumer is
a serious setback for the firm in terms of its present and future earnings. In addition to losing
the benefits discussed above, the firm needs to invest resources in attracting new consumers
to replace the ones it has lost (advertising, promotion, initial discounts). Peters (1987) shows
that it can cost five times more to acquire a new consumer than to retain an old one.
Consequently, retaining the current consumer base is much more attractive and viable than
searching for new consumers.

Global scenario:-

Mobile phones have become the primary form of telecommunication in both developed and
developing countries. Globally, mobile phone networks play the same role that fixed-line
phone networks did in facilitating growth in Europe & North America in the 20th century.
The industry has experienced explosive growth in a relatively short time span. The first
billion mobile phones took around 20 years to sell worldwide. The second billion were sold
in four years. The third billion were sold in two years. Coverage has expanded and mobile
phone subscriptions in developing countries have increased by over 500% since 2000
(Wireless Intelligence 2007). It is estimated that over 50% of the worlds population will own
a mobile phone and that 80% of the worlds population will live within the range of a cellular
network, by the end of 2008. The projections for future performance are similarly impressive
to those tracking past performance. By 2010, GSMA projects that 90% of the world will be
covered by mobile networks and mobile communication will deliver data, internet and voice
services to more than 5 billion people by 2015 double the number connected today (GSMA,
2007). It is widely acknowledged by industry insiders and outsiders alike that the mobile
telephony business is fast changing and highly responsive to consumer demand in both the
developed and developing worlds. Dynamic chances in technology present
telecommunications providers with the challenge of supplying an integrated data, media and
voice service at higher speed, yet lower cost (Kaul et al 2008).





3


INDIAN SENARIO:

Indian mobile market is one of the fastest growing markets and is forecasted to reach 868.47
million users by 2013. India has seen rapid increase in the number of players which caused
the tariff rates to hit an all time low. This allowed the players to target the low income
population thereby increasing the market share. The availability of a number of subscriber
options for consumers and varied tariff rates of each player, lead the consumers to switch
between service providers. The objectives of the study are to find the factors that influence
the consumers in switching the service provider and to delve into finding out the likeliness of
switching the service provider. The type of research used for this study is descriptive research
design. The area covered under this study was Chennai due to availability of well mixed
population base in Tamil Nadu. A well structured questionnaire was designed and
administered to collect samples across Chennai. Due to high population and need for variety
of respondents, Cluster Sampling method was chosen. The sample size was 112. The
variables considered for the study are Consumer demographics, Consumer satisfaction with
existing service provider, Factors influencing the switching behavior and factors that affect
the switching behavior of consumers and these were grouped into 4 categories namely
customer service, service problems, usage cost and others. The results from the study reveal
that call rates plays the most important role in switching the service provider followed by
network coverage, value added service and customer care while advertisement plays the least
important role. It is found that there is a relation between switching the service provider and
the factors (customer service, service problem, usage cost, etc.). After analyzing the findings
of the study, we propose that the mobile providers concentrate on increasing network stability
and setting tariff rates competitively.











4


Telecom Operator Market Share as on 30th April 2013





Bhartis Market share decreased slightly from 19.99% in March to 19.91% in April 2011,
while Reliance increased it market share from 16.72% to 16.77% as compared to previous
month. Vodafone (16.56%) stands at 3rd way ahead of BSNL (11.13%), whose market share
is reducing rapidly. I think in TRAIs next report we should see Idea taking over BSNL in the
fourth position.











5


The Cellular Concept

The cellular concept was a major breakthrough in solving the problem of spectral congestion
and user capacity. It offered high capacity with a limited spectrum allocation without any
major technological changes. The cellular concept is a system level idea in which a single,
high power transmitter (large cell) is replaced with many low power transmitters (small
cells). The area serviced by a transmitter is called a cell. Each small powered transmitter, also
called a base station provides coverage to only a small portion of the service area. Base
stations close to one another are assigned different groups of channels so that all the available
channels are assigned to a relatively small number of neighboring base stations. Neighboring
base stations are assigned different groups of channels so that the interference between base
stations is minimized. By symmetrically spacing base stations and their channel groups
throughout a service area, the available channels are distributed throughout the geographic
region and may be reused as many times as necessary, so long as the interference between co-
channel stations is kept below acceptable levels.

As the demand for service increases, the number of base stations may be increased, thereby
providing additional capacity with no increase in radio spectrum. This fundamental principle
is the foundation for modern mobile communication systems, since it enables a fixed number
of channels to serve an arbitrarily large number of subscribers by reusing the channels
throughout the region. The concepts of frequency reuse, handoff and system capacity are
explained below.













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Macro cellular coverage verification

The results of computer based prediction tools, empirical models and even tuned predictions
with drive test data cannot determine the exact actual coverage. This is due to the fact that the
propagation characteristics in drive test area used for measurements in the pre-build stage
may be different from that in other areas, the tower heights, antennas patterns and locations
of the sites may also be different from that of the pre-build drive test. In cases where no pre-
build 33 drive tests are done, the accuracy of the coverage estimation is entirely dependent on
the accuracy of the databases. To exactly determine the actual service area and reliability,
post build coverage verification needs to be done. This is also done if the service provider
would like to ascertain that they have been delivered the network that they had agreed to buy.
Also the process of design and verification should be the same. If a cellular system is
designed using an empirical model in the pre-build stage, then the same model must be used
at the verification stage. Different measures for the design and verification cannot be used to
validate a design. There are different approaches to coverage verification. One of the earliest
approaches was proposed by David Talley[7] in 1965. In this approach, he recommends that
the initial coverage prediction be done using the Boese report. (37 dbu) carey contours. The
paper recommended that the 37 dbu field strength contour distance be derived from the
appropriate curve (extracted from Boese Report) for the transmitting antenna height above
average terrain within a distance of 2 to 10 miles from the base station. Also the height of the
center of the antenna above the average ground elevation for each radial direction has to be
resolved by subtracting the average terrain elevation from the height of the center of the
antenna. The point where the selected curve crosses the 37 dbu line shows the distance in
miles corresponding to field strength of 37 dbu received from a base station of 250 watts
effective radiated power (ERP). The paper recommended that for coverage verification,
measurements be taken by driving 8 radial routes away from the base station. Then the
measurements should be compared to the 37 dbu field strength contour limits that were
formerly prepared. The paper states that there should be substantive agreement between the
Boese computed primary coverage area and the comparative results of the field radio survey
tests.





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Significant of study:


can be extended to study the usage of mobile services of different age groups and
accordingly new plans can be formulated.
behavior of a particular cellular
service provider.

Objectives of study:

To measure the impact of price, reputation, service quality, advertisement, and distance
variables on switching cost.

Problem statement:

expansion.
is growing technically and becoming economical due to competitors
innovative and attractive services.
others to attract the consumers.
economic with the end result that consumers have less
switching cost.











8


LITERATURE REVEIW

Richard Lee, Jamie Murphy, University of Western Australia (2005), their study investigates
determinants that cause mobile phone Customers to transit from being loyal to switching. It
concluded that there are different factors which affect the Customers to switch from loyalty to
switching intentions such as price, technical service quality, Functional service quality,
switching costs, etc. But, the rating was given that price is the most important factor which
affects the Customers to switch loyalties to another provider.

Mohammed Sohel Islam (2008), in his study examined the relationship between switching
cost, corporate image, trust and Customer loyalty. The research finds that although all the
independent variables, switching cost, corporate image, and trust have certain degree of
relationship with the dependent variable, Customer loyalty, only trust has the strongest
relationship with Customer loyalty.

Conor Twomey (2008), Department of Statistics, University College Cork, Ireland, they try
to identify hysteresis in the switching patterns of Customers in the Irish mobile phone
industry. It was not until the introduction by the Communication Regulator of full-number
portability that Customers began to take advantage of the savings that switching mobile
phone operator could produce. Through the use of experimental economics and by modelling
switching behaviour using the Preisach model, along with observed and market data suggests
that the average Customer is misguided and misinformed in his/her decision to switch to bill
pay. More realistically though, one can attribute this unexpected result to the enhanced
services and mobile phone subsidies that a Customer receives as a bill-pay Customer.

Mitja Pirc, Universitat Pompeu Fabra(2006), Spain, the Mobile telecommunications service
sector, in spite of providing high service quality and striving for Customer satisfaction, is
characterized by dynamic Customer activities and provider switching. By using the
consumption system perspective on mobile services and mobile phone, he provides the
explanation on the factors of Customer switching. It is found that the mobile services usage
effect on switching intentions is curvilinear (positive linear and negative quadratic) and that
only the budgetary constraint regarding the service matters and not the one related to the
mobile phone. Past mobile service providers switching experience also contributes to the


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intention to switch. Mobile phone ego involvement has positive impact on Customer
retention; however purchase involvement (both mobile phone and mobile services) increases
Customer risk.

Oyeniyi, Omotayo* and Abiodun Abolaji Joachim (2008), He attempts to find the
relationship between Customer services on Customer retention in telecommunication industry
in Nigeria. If retention is not managed, Customers loyalty may be lost. He examines the
potential constructs in Customer retention by investigating the chain of effects of retention
from Customer service, satisfaction, value and behavioural intention. The hypotheses are
supported except that a higher level of Customer satisfaction does not lead to Customer
loyalty. Customer satisfaction does not necessarily lead to Customers loyalty. It is assumed
that when the Customer is satisfied, then loyalty towards the telecom company is
strengthened. Their results, further show that the respondents in their study have a positive
impression towards their telecom companys ability to meet their changing needs.

Juan Pablo Maicas Lopez, Yolanda Polo Redondo and Fco, Javier Sese Olivan ,University of
Zaragoza, Zaragoza, Spain,(2006) their research shows how relationship marketing has
recognized the importance of building long-term relationships in increasing firms
profitability and guaranteeing their future viability. The results obtained show that the length,
depth and breadth of relationships help to determine Customers propensity to switch fixed-
telephone suppliers. Customers who maintain a long-lasting relationship with the firm
(length), use the service more (depth), and invest in complementary services (breadth) will
beless predisposed to switch. They conclude that Service usage reduces the probability of
switching and strengthens the relationship between the parties, encouraging them to seek a
long-term orientation.










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Research methodology

Research Design:

A research design is the arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose with economy in
procedure.

Different research designs can be conveniently described if we categorize them as: (1)
research design in case of exploratory research studies; (2) research design in case of
descriptive and diagnostic research studies, and (3) research design in case of hypothesis-
testing research studies.

The research design used in this study is Descriptive research design.

Data Collection:

In dealing with any real life problem it is often found that data at hand are inadequate, and
hence, it becomes necessary to collect data that are appropriate. There are several ways of
collecting the appropriate data which differ considerably in context of money costs, time and
other resources at the disposal of the researcher.

Primary data can be collected either through experiment or through survey. If the researcher
conducts an experiment, he observes some quantitative measurements, or the data, with the
help of which he examines the truth contained in his hypothesis.

In this survey, the primary data was obtained by administering structured questionnaires. The
secondary data was collected through various literature reviews and articles.

Area of research:
North Gujarat




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Sampling:

The researcher must decide the way of selecting a sample or what is popularly known as the
sample design. In other words, a sample design is a definite plan determined before any data
are actually collected for obtaining a sample from a given population.

Samples can be either probability samples or non-probability samples. With probability
samples each element has a known probability of being included in the sample but the non-
probability samples do not allow the researcher to determine this probability.

This type of sampling is also known as chance sampling or probability sampling where each
and every item in the population has an equal chance of inclusion in the sample and each one
of the possible samples, in case of finite universe, has the same probability of being selected.

Sampling size:-

If we have to select a sample of 295 items from private university of the 10,000 students.
















12


Demographic Profile of Respondents

Frequency
Base on Gender


Frequency Percent
Valid
Percent
Cumulative
Percent
Valid
Male 162 54.9 54.9 54.9
Female 133 45.1 45.1 100.0
Total 295 100.0 100.0




Interpretation:-
From the table we can say that the there are 55 percent that means 162 are male and 45
percent that means 133 are female in out of total 295 respondent.


55%
45%
Gender
Male Female
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Base on Age



Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 16 25 157 53.2 53.2 53.2
26 35 62 21.0 21.0 74.2
36 45 26 8.8 8.8 83.1
46 55 21 7.1 7.1 90.2
56 &
Above
29 9.8 9.8 100.0
Total 295 100.0 100.0



Interpretation:-
This table shows that majority of respondents belong to the age group between 16-25 i.e. 53%,
21% are of the age group 26-35, 9% are of the age group between 36-45,7% are of the age
group between 46-55 and the rest 10% are of the age group 56 & above
53%
21%
9%
7%
10%
Age
16 25 26 35 36 45 46 55 56 & Above
14


Base on Occupation



Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Student 136 46.1 46.1 46.1
Business 40 13.6 13.6 59.7
Salaried 58 19.7 19.7 79.3
Housewife 39 13.2 13.2 92.5
Retired 22 7.5 7.5 100.0
Total 295 100.0 100.0



Interpretation:-
Majority of respondents were students i.e.46%, 14% were businssmen,20% were
employees,13% were housewife and the rest 7% were retired.
46%
14%
20%
13%
7%
occupation
Student Business Salaried Housewife Retired
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Base on Income


Frequency Percent
Valid
Percent
Cumulative
Percent
Valid < 10,000 96 32.5 32.5 32.5
10,000 - 20,000 49 16.6 16.6 49.2
20.000 - 30,000 60 20.3 20.3 69.5
30,000 - 40,000 52 17.6 17.6 87.1
> 50,000 38 12.9 12.9 100.0
Total 295 100.0 100.0



Interpretation:-
Majority of respondents lies in the income level less than 10,000 i.e. 32%, 17% between
10,000 - 20,000, 20% between 20,000-30,000, 18% between 30,000-40,000 and the rest 13%
lies above 50,000.
32%
17% 20%
18%
13%
Income
< 10,000 10,000 - 20,000 20.000 - 30,000 30,000 - 40,000 > 50,000
16




Base on Marital status


Frequency Percent
Valid
Percent
Cumulative
Percent
Valid single 156 52.9 52.9 52.9
married 139 47.1 47.1 100.0
Total 295 100.0 100.0




Interpretation:-
This table shows that majority of respondents are single and they are 53% and other married
are 47%.




53%
47%
Marital status

single married
17


Base on Cellular service are you using currently


Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Vodafone 77 26.1 26.1 26.1
Airtel 72 24.4 24.4 50.5
Idea 48 16.3 16.3 66.8
BSNL 57 19.3 19.3 86.1
Any other 41 13.9 13.9 100.0
Total 295 100.0 100.0




Interpretation:-
This table shows that majority of the respondents use vodafone i.e.26%, 24% uses Airtel,
16% of the respondents uses idea, 19% uses BSNL and 14% of the respondents use other
cellular services.


26%
25%
16%
19%
14%
Cellular service are you using
currently
Vodafone Airtel Idea BSNL Any other
18


Base on Portability


Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 71 24.1 24.1 24.1
No 224 75.9 75.9 100.0
Total 295 100.0 100.0





Interpretation:-
Majority of the respondents are not using portability services and they are 76% and which are
using these service are 24%.





24%
76%
Portability
Yes No
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DATA ANLYSIS
The analysis of data was carried by using statistical package for social sciences (SPSS)
versions 16.0.followings were to findings of the study.

Reliability analysis:-

Scale: Price

Reliability Statistics
Cronbach's Alpha N of Items
.726 2

On the basis of reliability analysis. Scale of price reliability is 0.726.


Scale: Reputation


Reliability Statistics
Cronbach's Alpha N of Items
.641 4

On the basis of reliability analysis. Scale of reputation reliability is 0.614.


Scale: Service quality

Reliability Statistics
Cronbach's Alpha N of Items
.554 3

On the basis of reliability analysis. Scale of service quality reliability is 0.554.


20


Scale: Advertisement

Reliability Statistics
Cronbach's Alpha N of Items
.610 4

On the basis of reliability analysis. Scale of advertisement reliability is 0.610.


Scale: Distance

Reliability Statistics
Cronbach's Alpha N of Items
.718 3

On the basis of reliability analysis. Scale of Distance reliability is 0.718.


Scale: Switching cost

Reliability Statistics
Cronbach's Alpha N of Items
.693 5

On the basis of reliability analysis. Scale of Switching cost reliability Is 0.693.







21


Regression analysis:
Hypothesis:
The survey measures
Measures used in the current research were either borrowed or adapted from earlier studies.
The questionnaire was divided into two sections where in the first section includes basic
demographics of population and next section includes dimensions to measure the consumer
switching behavior in the cellular service providers. All scales were recorded on a five - point
Likert-type scale, verbally anchored by strongly agree (1) and strongly disagree (5) (see
table I). The five-item consumer switching behavior in the cellular service providers. Scale
was adapted from the study carried out by price, reputation, service quality, advertisement,
distance dimensions with consumer switching behavior.

Data analysis and major findings
H
1
: There is positive relationship between price and switching behavior towards cellular
service provider
H
2
: There is positive relationship between reputation and switching behavior towards cellular
service provider.

H
3
: There is positive relationship between Service quality and switching behavior towards
cellular service
H
4
: There is positive relationship between Advertisement and switching behavior towards
cellular service
H
5
: There is positive relationship between distance and switching behavior towards cellular
service provider
Prior to examining the extent of relationship between consumer switching behavior in the
cellular service providers was assessed by examining its reliability. The instrument was then
subjected to the computation of coefficient alpha (Cronbach, 1991). Cronbachs alpha was
computed to ascertain the extent to which items making up each variable shared a common
core. In reliability analysis, the alpha () coefficient was calculated to find out the internal
consistency of the items on the scale. Which was more than 0.6 (Nunnally, 1978) which
confirms that the scale shows good internal reliability. The reliability results for other
constructs are shown in table I

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Table I: Source of scales
Scale Source No. of items Cronbach
Price Sathish, 2001 2 0.726
Reputation Sathish, 2001 4 0.614
Service quality Sathish, 2001 3 0.554
Advertisement Sathish, 2001 4 0.610
Distance Sathish, 2001 3 0.718

In order to identify the key factors affecting the consumer switching behavior in the cellular
service providers, In this research price, reputation, service quality, advertisement, distance
were modeled as the independent variables and the consumer switching behavior in the
cellular service providers was served as depended veriable.
The model which taken the combined predictive power of independent variables was
significant, R

= 0.373, F = 9.353, p<0.05. The findings from the regression analysis showed
that the model provides good support for any of the hypothesized relationships, i.e. H
1
, H
2
,
H
3
, H
4
, and H
5
. Furthermore, the model explains little variance in the ultimate dependent
variable, switching behavior. I.e. only 13 percent.
Only three variables, namely reputation (sig.=0.875), price (sig.=0.771), and service quality
(sig.=0.574) were found to be insignificant predictors of switching behavior. On the contrary,
factors including advertisement (sig.=0.026; p<0.05), distance (sig.=0.000; p<0.05), were
found to be significant predictors of switching behavior.
The predictability was in following order: distance (=0.375), advertisement (=0.178),
service quality (=0.059) in summary, there was sufficient statistical evidence to support H
5

(distance), H
4
(advertisement) and H
3
(service quality). (Table II).



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Table II Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .373
a
.139 .124 2.98018
a. Predictors: (Constant), Distance, Price, Service_quelity,
Advertisement, Reputation

Table III ANOVA
b

Model
Sum of
Squares df Mean Square F Sig.
1 Regression 415.325 5 83.065 9.353 .000
a

Residual 2566.745 289 8.881
Total 2982.070 294
a. Predictors: (Constant), Distance, Price, Service_quelity, Advertisement,
Reputation
b. Dependent Variable: Switching_cost







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Table IIV: Regression analysis for switching behavior

Variables T Sig.
1.Price 0.03 0.291 0.771
2.Reputation 0.014 0.158 0.875
3.Service quality 0.059 0.563 0.574
4.Advertising 0.178 2.234 0.026
5.Distance 0.375 4.208 0.000


Notes: F=9.353; R
2
=0.139; *p < 0.05; **p<0.01

Discussion and managerial implications
Here, findings have reflected that, distance, advertisement was significant and was consistent
with the studies (Sathish 2001). Simply, consumers who were interested in the consumer
switching behavior in the cellular service providers, because of impressed by advertising
campaign.
It is interesting to note that; price, reputation, service quality was not a significant predictor
of consumer switching behavior which is inconsistent study. Based sample characteristics
service quality and reputation do not make any impact on switching behavior.







25


FINDINGS
From the table we can say that the there are 55 percent that means 162 are male and 45
percent that means 133 are female in out of total 295 respondent.
This table shows that majority of respondents belong to the age group between 16-25 i.e. 53%,
21% are of the age group 26-35, 9% are of the age group between 36-45,7% are of the age
group between 46-55 and the rest 10% are of the age group 56 & above
Majority of respondents were students i.e.46%, 14% were businssmen,20% were
employees,13% were housewife and the rest 7% were retired.
Majority of respondents lies in the income level less than 10,000 i.e. 32%, 17% between
10,000 - 20,000, 20% between 20,000-30,000, 18% between 30,000-40,000 and the rest 13%
lies above 50,000.
This table shows that majority of respondents are single and they are 53% and other married
are 47%.
This table shows that majority of the respondents use vodafone i.e.26%, 24% uses Airtel,
16% of the respondents uses idea, 19% uses BSNL and 14% of the respondents use other
cellular services.
Majority of the respondents are not using portability services and they are 76% and which are
using these service are 24%.
On the basis of reliability analysis. Scale of price reliability is 0.726.







26


CONCLUSION

The study reveals that call rates play the most important role in switching the service provider
followed by network coverage, value added service, Consumer care and advertisement which
plays the least important role. It is found that there is a relation between switching the service
provider and the factors (Customer service, service problem, usage cost, etc.). After analysing
the findings of the study, we suggest that cellular service providers concentrate more on
increasing network stability and setting tariff rates competitively. The findings also suggest
that managers of these mobile operators should shift focus on building corporate image and
analyze more carefully the reason for consumers to switch brands in this industry in order to
increase loyalty among these consumers.


SUGGESTIONS:

From the study, it is abundantly clear that Call rates lead the consumers to switch the
service provider. So, mobile service providers need to satisfy the Consumer with
minimum call rates.
Mobile service providers should invest more on improving their network coverage in
order to retain their consumers.
Mobile service providers have to provide more offers for family and friends. Enticing
offers still hold a major sway.
Mobile service provider should satisfy their current consumers by providing them
innovative offers.
Mobile service provider should accept valid feedbacks from consumers regularly and
make sure that they satisfy the consumers.
Cellular operators should provide concessional tariff facilities or adopt any other
strategy to pocket college/school students in the age group of 10-20 and elderly
people of above 50.





27


Limitation of study:-

The there is first & for must limitation is the time limit for making the project.
There is some improper response from sample.
It is very difficult to operate the SPSS system.
It is very costly in term of zerox, survey expensive.





























28


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30


Bibliography

BOOKS
Philip Kotler, Marketing Management, 11
th
edition, Pearson education Asia
Publication.
C.R.Kothari, Research Methodology methods & techniques,New Age
International(p)ltd.publishers,2
nd
edition.


WEBSITES
http:// scribe.co.in_files
http://www.hul.co.in_files

Other literature
1. Magazine
2. Past project








31


QUESTIONNAIRE
Respected Sir/ Madam
We are the students of BBA SEM VI (MM) studying in
V.M.Patel collage of management studies, Ganpat University, Kherva. As part
of our study we are undertaking a research project on study on consumer
switching behavior in the cellular service in north Gujarat. We heartily
thanks if you spend some time to response this questionnaire. We also ensure
that the answer given by you will be kept confidential and use for academic
purpose only.

(A) BASIC INFORMATION :-

1. What is your gender?
[ ] Male [ ] Female
2. What is your age?
[ ] 16-25 [ ] 26-35 [ ] 36-45
[ ] 46-55 [ ] 56 & above
3. What is your occupation?
[ ] Student [ ] Business [ ] Salaried
[ ] Housewife [ ] Retired
4. What is your family monthly income?
[ ] < 10,000 [ ] 10,000-20,000 [ ] 20,000-30,000
[ ] 30,000-50,000 [ ] > 50,000
5. What is your marital status?
[ ] Single [ ] Married
6. Which Cellular Service are you using currently?
[ ] Vodafone [ ] Airtel [ ] Idea
[ ] BSNL [ ] Any Others.....................

7. Have you ever Portable your Service?
[ ] Yes [ ] No
If yes than which Service?
32







(B) As per your point tick mark ( )for the following statement

1. Price :-


NO.
Particular
Strongly
disagree
disagree
Neither
agree
nor
disagree

agree
Strongly
agree
1. My mobile operator charges low call rate


2. My mobile operator provide more
benefit at low charge


3.

My mobile operator provide good
network



2. Reputation :-


NO.
Particular
Strongly
disagree
disagree
Neither
agree
nor
disagree

agree
Strongly
agree
1. My mobile service providers online
system is reliable

2. My mobile service provider is
trustworthy

3.

My mobile service provider is financially
stable

4. My mobile service provider provides
service as promised





33






3. Service quality :-


NO.
Particular
Strongly
disagree
disagree
Neither
agree
nor
disagree

agree
Strongly
agree
1. The staff at a store of mobile service
providers are polite and friendly

2. The staff of mobile service provider are
efficient

3.

Mobile service provider satisfies my
specific needs related to mobile service



4. Advertisement :-


NO.
Particular
Strongly
disagree
disagree
Neither
agree
nor
disagree

agree
Strongly
agree
1. The competing mobile service providers
advertising content do not
encourage me to switch mobile service

2. The signs or the billboards of mobile
service provider of the competing service
provider do not encourage me to switch
mobile service.

3.

The design of the competing service
provider do not encourage me to switch
mobile service


4. The promotion activity of the competing
mobile service
Influenced my decision to switch mobile
service.



34





5. Distance :-


NO.
Particular
Strongly
disagree
disagree
Neither
agree
nor
disagree

agree
Strongly
agree
1. My mobile service providers store is
conveniently close to my home

2. My service provider store is conveniently
close to my work place

3.

My service provider store are
conveniently close to malls or business
centres



6. Switching cost :-


NO.
Particular
Strongly
disagree
disagree
Neither
agree
nor
disagree

agree
Strongly
agree
1. It will take me too much time switch to a
new service provider

2. It will cost me too much to switch to a
new service provider

3.

It will take me a long time to become
familiar with a new service provider
policies

4.
It will take me too much time to fill out
forms to switch to service provider

5. I am not sure that I can receive any
benefits if I switch to a new service
provider



THANK YOU FOR YOUR RESPONSE

35