research ppt

1

Market Research PPT

Deriving Cause & affect relationship to measure satisfaction level of GSM customers

NewGate India Hyderabad, Andhra Pradesh- 500038

Website: www.newgate.in

Email: [email protected] Slideshare URL :

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http://www.newgate.in/

mailto:[email protected]

http://www.slideshare.net/newgateindia

AGENDA

DISSERTATION JAN 2010-2012 2

Introduction

Research Methodology

Results & Discussion

Recommendation & Conclusion

Questions & Answer

1

2

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4

5

INTRODUCTION

D I S S E R T A T I O N J A N 2 0 1 0 - 2 0 1 2 3

Research Overview

Research Topic

Research Objectives

Proposed Null Hypothesis

Assumptions Considered

Research Purpose

Research Motivation

Problems faced by marketers

Relevance to real world

Need

Scope

Limitations of study

Industry Market shares

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Research Overview

INTRODUCTION

The industry chosen is Telecom Industry & service is [GSM] cellular mobile SIM.

This is purely a cause affect research that has established a relationship to understand on what basis GSM customers evaluate a particular [GSM] mobile operator in post purchase stage to conclude whether they are satisfied or not.

It has also focused on key factors that influence customer buying decision and when customer would stick to any particular [GSM] operator.

This research provides a deeper insight into various customer priorties during post purchase evaluation that sets a standard for service provider to understand under what circumstances customers would respond positively or may not revert back

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Research Topic

INTRODUCTION

Cause & affect relationship to measure satisfaction level of GSM customers

To identify & prioritize the factors that would make customer satisfied after subscription to any [GSM] operator in India & deriving a cause affect relationship between those factors

& customer satisfaction level.

Alliance University School of Business

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Proposed Objectives

INTRODUCTION

S.no Objectives Proposed

Objective:1

1. To identify the factors that would decide

customers satisfaction level (Sa) after they

subscribe to any GSM service.

Objective:2 2. To prioritize those identified factors based on

their impact on satisfaction level of customer.

Objective:3

3. To design a cause affect relationship

X-Y statistical equation to prove relationship

among those factors & customer satisfaction level.


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Proposed null hypothesis

INTRODUCTION

S.no Null Hypothesis Proposed

Hypothesis : HA0 There is a positive correlation between customer

satisfaction level (Sa) & quality of service (Q).

Hypothesis : HB0 There is a positive correlation between customer

satisfaction level (Sa) & Performance of service (R).

Hypothesis : HC0 There is a negative correlation between customer

satisfaction level (Sa) & price (P).

Hypothesis : HD0

There is a positive correlation between customer

satisfaction level (Sa) & Problem addressed by

customers (P).

Hypothesis : HE0 There is a negative correlation between customer

satisfaction level (Sa) & Network traffic (N).


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Assumptions considered

INTRODUCTION

All locations are considered to be equivalent while undergoing analysis. No distinction or emphasis was done based on different geographic locations

• Assumption:1

This research didn’t include impact of gender , hence responses from both male & female were considered same.

• Assumption:2


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Research Purpose

INTRODUCTION

To understand on what basis marketers can evaluate a particular target customer beforehand to decide whether they are going to be satisfied or not. To know what factors consitute their satisfaction level & how those factors are correlated with satisfaction level. Also to get clarity on customer buying preferance.

Research Motivation

Being from Telecommunication background with Bachelor of technology in Electronics telecommunication Engineering, it was very much important to know, how customer choose a particular [GSM] telecom operator . On what basis they evaluate a particular operator after purchase.


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Problems faced by Marketers

INTRODUCTION

Difficulty in knowing the factors which makes customer satisfied and on what circumstances or changes being made to each of those factors will impact on rise or fall of GSM customer satisfaction level. What attributes of services is utmost priority to customer. .

Relevance to real world

The mathematical equations developed in this research will help marketers to modify its features & existing services on timely basis that can best fit to their target market and also will help to design services in such a way that it is able to differentiate from rest of the market players.


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Need

INTRODUCTION

Scope

1 • Effective designing of GSM services

2 • Gaining competitive advantage

3 • Creating a potential market to cater to customers

• Developing customer satisfaction level metrics Scope 1

• Predicting customer response beforehand. Scope 1

• Support a model equation to help marketers to modify any selected factors for an existing service Scope 1


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Limitations of the study

INTRODUCTION

Research doesn’t take into account how satisfaction level depends on demographic factors like age, culture & gender

It considers all geography locations & gender as same

Research focuses only on top most factors, eliminating other factors that may be influencing customer satisfaction level but their impact is less

May not conclude to complete solution and have certain constraints


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GSM market share

INTRODUCTION Alliance University School of Business

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GSM Market Share Region Wise in World


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GSM Market Share Region Wise in India


RESEARCH METHODOLOGY

16 D I S S E R T A T I O N J A N 2 0 1 0 - 2 0 1 2

Research Design

Type of Research

Sources of data

Data collection method

Nature of sampling

Sampling Type

Target Sample

Primary scales Used

Analysis tool used

Sample Size

Software Package tool used

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Research Design

RESEARCH METHODOLOGY Alliance University School of Business

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Type of Research


Causal Research

It is done to establish a cause and affect relationship between factors & customer satisfaction level How variable function F(X) affects variable Y. *Dependent variable : Sa , Satisfaction Level *Independent variable : F(X), Factors influencing satisfaction level.

Y = F(X) + C Where is C is constant value

Here F(X) may be combination of several factors as shown below

F (X) = F (X1) + F (X2) + F (X3) + F (X4) ……….


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Sources of data


• The main sources of primary research data were all those customers from various part of India subscribed to any [GSM] services . Customers from all age groups were targeted.

Primary Data

• Website search was done r to get an idea about telecom Industry and market share of various service operator.

• Online journals were used to compose review of literature and to know the opinions & results of other research done in similar field or very close to it.

Secondary Data


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Data Collection method


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Nature of Sampling


Sampling Type

Probability Sampling :

Probability sampling is one in which each population element has a known and equal chance of being included in the *sample

The population size is known.

N0 = 55,95,50,000

Simple Random Sampling

This is a type of sampling in which samples were chosen

randomly from the entire pool of population. Each element in the population had a known and equal

probability of selection.


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Target Sample


Geographical Locations

Bangalore Region National Capital Region ( Delhi,

Noida, Gurgaon) West India (Mumbai, Pune) East India (Kolkata) South India ( Chennai, Hyderabad) South –East India ( Bhubaneswar,

Ranchi, Rourkela)

State wise coverage : Karnataka,

Andhra Pradesh, Tamil Nadu, Kerala, Maharashtra, Goa, Madhya Pradesh, NCR region, Gujarat, Uttar Pradesh, Punjab, Rajasthan, Haryana, West Bengal, Orissa, Jharkhand, Bihar, Chhattisgarh, Tripura & Assam

Different Occupations Working professionals mainly

from [IT], Banking, Hospitality, Electronics, Telecom & Manufacturing Industries across India

Students mainly of Management, Engineering, Chartered Accountants ,Biotechnology & life science background across India

Friends on social networking sites

Gender

Both male & female were surveyed

Sex ratio was balanced close to 52%-48%.


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Primary scales used


• Name, Place, Gender, Age

• Comments, Contact address ,email-Id Nominal Scale

• Ranking of factors,

• Customer priorities, Ordering factors Ordinal Scale

• 5 point scale scale ,

• Bipolar scale rating Interval Scale

• Price, Tariff rates

• Number of SIM used by people Ratio scale


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Analysis tool used


Multiple Linear Regression Analysis

Cross Tabulation

Correlation Analysis

Reliability Test

Ranking Table

Descriptive statistics

Graphical Analysis


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Sample Size


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Software package/ tools used


SOFTWARE TOOL ANALYSIS TOOL

IBM SPSS STATISTICS

V.14

Correlation, Regression,

Descriptive, Central Tendencies,

Reliability Test, Cross Tabulation,

Plotting charts

Microsoft Excel

V.2010

Prioritizing Matrix ,Percentage

calculation, Market share, Ratios,

Frequency Tables, Plotting,

Graphical Analysis

Google Form Frequency & Graphical Analysis


RESULTS & DISCUSSION


Factor Priority Table


Regression Analysis

Graphical Analysis

SPSS output Results

Interpretation

Cross Tabulation

Market Share

Null Hypothesis Acceptance

Finding & Discussions

Finding vs. Objectives

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PHASE 1: Online Checklist survey form


Frequency Table

. Plotting Charts

Analysis . Graphical Analysis

Prioritization Matrix .

Percentage Calculation

Sample Size

23 People

To identify & Prioritize various factors responsible for customer satisfaction

PHASE:1

Online Survey Form


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Factor Frequency table


ATTRIBUTE FREQUENCY %

1.Optimal Service Quality 14 61%

2. Service Reliability/Service Guarantee 8 35%

3. Justified Value & benefit for Money 11 48%

4. Reasonable price rates for Call/SMS/Roaming 17 74%

5. Customized flexible discounts/offers available after

purchase

2 9%

6. Ease of technicality/usage 4 17%

7. Low traffic in network/ Network doesn’t remain busy

for most of the time

16 70%

8. Wide variety of Offers/Boucher/recharge available 8 35%

9. Additional services like Internet,

GPRS,Downloads,Software uploads etc.

16 70%

10. Brand Image Itself 3 13%


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11. Saves cost on connecting with friends/loved

ones/family/relatives using the same GSM service

8 35%

12. Ease to remember your own number 9 39%

13. Problems being well addressed by customer care 11 48%

14. Ease of prepaid recharge/Postpaid payment through

website portal via online banking/Credit/Debit cards

9 39%

15. Immediate access to network as soon as you buy a

SIM

8 35%

16. Availability of Boucher/offer in your nearest store 7 30%

17. High Performance 12 52%

18. Functional ability of the service to do as it was

intended

1 4%

19. High customer security & privacy maintained for

customer database

5 22%

20. Customer care frequently in touch with customer 5 22%

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21. Ease of Internet/GPRS Installation 9 39%

22. Correctness of Information delivered 1 4%

23. All features demanded are well Integrated 2 9%

24. Number can be reused when you change your

SIM

4 17%

25. Flexibility in offerings made 1 4%

26. Easy to identify problem & act on it 2 9%

27. Sustainable life of SIM 3 13%

28. Maintainable 1 4%

29. Scalability : Same SIM can be modified & extra

features can be easily added in future

3 13%

30. High Quality sound clarity while conversion /

No network disturbance/ No noise

11 48%

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Results


ATTRIBUTES RANK PRIORITY %

1.Reasonable Price rates 1 15.74074074

2.Network Traffic 2 14.81481481

3.Additional Service 2 14.81481481

4.Service Quality 3 12.96296296

5.Performance 4 11.11111111

6.Benefit for Money 5 10.18518519

7.Sound Clarity 5 10.18518519

8.Problems addressed by customer care 5 10.18518519


Only those factors which were close to 50% or had 50% above preference or in other way the frequency were more than 10 were selected


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Results


ATTRIBUTES RANK PRIORITY %

1.Reasonable Price rates 1 15.74074074

2.Network Traffic 2 14.81481481

3.Additional Service 2 14.81481481

4.Service Quality 3 12.96296296

5.Performance 4 11.11111111

6.Benefit for Money 5 10.18518519

7.Sound Clarity 5 10.18518519

8.Problems addressed by customer care 5 10.18518519



From the priority matrix it seems that Reasonable price rates, network traffic & additional [GSM] service were of top most high importance.

Additional service, Quality & Performance were also important factors considered while customer feel satisfied about a [GSM] operator.

Benefit for money, Sound clarity & role of customer care in handling problems also played a vital role in customers mind

FINDINGS & DISCUSSIONS


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Results





Objective 2: Achieved

Objective 1: Achieved The important factors responsible

for customer satisfaction were identified

The factors were ranked & prioritized


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Graphical Results


Number of mobile operators GSM Type of mobile communication SIMS customers have used till date

factors customers consider most Gender Classification


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Graphical Results: Customer Buying


Influenced by – Parents Influenced by - Spouse

Influenced by - Girl Friend/Boy Friend Influenced by – Friends

Influenced by - Girl Friend/Boy Friend Influenced by – Friends


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Influenced by Office peers/ colleagues Influenced by - Organization they belong

Influenced by – Cousins Influenced by – Relatives


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Influenced by Office peers/ colleagues Influenced by - Organization they belong

Influenced by – Cousins Influenced by – Relatives

30 % of people are using 3 [GSM] Mobile [SIM], 26% of people are using 5 [GSM] Mobile [SIM], and around 22% of sample is using more than 5 [SIM]..

66.66 % of people are using Post-paid service self-owned, 18.18 % using pre-paid service self-owned and 15% are using post-paid/pre-paid provided by their company.

73% of People considered [STD] call rates as the most important factor for opting to [GSM] ,64% of People considered Local call rates as the most important factor

Choice of Mobile [SIM] is strongly influenced by Friends



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PHASE 2: Interview Method


Frequency Table

. Plotting Charts

Analysis . Graphical Analysis

. Percentage Calculation

Sample Size

17 People

To understand customer preference & tariff plans

PHASE:2

Interview method


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Questions Asked


1. Do you think if you were not employed in current company, then you may

have used/using some other mobile [GSM] [SIM] then your current one. If yes then why do you feel so?

2. Do you have any mobile [GSM] [SIM] provided by your current employed company ( Prepaid or Postpaid). If yes, you can enter the details of that

3. Name of mobile [SIM] operator provided by you company: postpaid/Prepaid

4. Do you think if you were not in Bangalore then you may have been using some other mobile [SIM] then your current one. If yes then why?

5. Office Trips to other places could have been tackled with dual [GSM] [SIM] approach to avoid extra roaming charges while travelling by using an entirely separate [SIM] scheme having roaming advantage. Do you agree? Or you can suggest if anything else you have.


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Questions Asked


1. Please let me know your Price rates for current mobile [GSM] [SIM]

operator that you use most often

Enter SIM operator (Company) : E1. Enter [STD] call rates ( in Price per sec/min ): E2. Enter [Local] Call rates ( in Price per sec/min): E3. Enter [SMS] Call rates ( in Price per SMS ): E4. Enter Roaming Rates ( in Price per sec/min):

1. Any Additional services like [GPRS], internet, downloads, ringtones that you

are using or have used. If yes, please mention ?

2. For what purpose customer care call you and also for what purpose you call them?


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Graphical Results


Useful 88%

Not Useful 12%

D. How many think that the Dual SIM is useful

Using 18%

Not using 82%

E.How many people are using Dual SIM at current

GPRS Internet Ringtone ApplicationDowload

64.7 % 58.8 %

29.4 % 41.11 %

F. Percentage % of people using following service


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Graphical Results


Agree 53%

Disagree 42%

Neutral 5%

C. Does Choice of GSM SIM influenced by current location

STD: less than 60 P/ Min

Local: Less than 60 P/Min

SMS: Less than 50 P / Min

Not aware of Roaming charges

70.58 %

82.35 %

88.23 %

47.05 %

G. Percentage e % of people using


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Graphical Results


NO 73%

YES 27%

A. Does Choice of GSM SIM depend upon company you

are employed

YES 54%

NO 46%

B. Do Working professional use GSM service provided by their

company


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Graphical Results


Useful 88%

Not Useful 12%

D. How many think that the Dual SIM is useful

GPRS Internet Ringtone ApplicationDowload

64.7 % 58.8 %

29.4 % 41.11 %

F. Percentage % of people using following service

Using 18%

Not using 82%

E.How many people are using Dual SIM at current

88.23% of people feel that Dual SIM is useful though only 17.6% of them were using Dual SIM.

( 54.5%) working professional had opted prepaid/postpaid

connection provide by their company

(64.7%) are using GPRS facility, 10 (58.8 %) Internet facilities, 5 (29.4%) Ringtone, 7 ( 41.11 % ) application downloads.

Maximum of people, around 78.56 % that is more than three- fourth of entire population are using only prepaid [GSM] connections.



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PHASE 3: Online Survey method


Sample Size

107 People

To derive X-Y relationship between Satisfaction level & identified factors

PHASE:3

Online Survey Method

Correlation . Regression

Analysis . Descriptive

Cross tabulation .

Reliability test


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Questions Asked


Rate the mobile GSM SIM subscriber that you like the most between

1 to 7

A. Service Quality

B. Benefit for Money

C. Price rates

D. Network remaining busy

E. Additional services)

Problems frequently

addressed by customer care

G. Performance

H. Sound clarity

Mobile GSM SIM operators you dislike the most chosen in Q6, rate the following factors


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Questions Asked


Rate the mobile GSM SIM subscriber that you dislike the most

between 1 to 7

A. Service Quality


C. Price rates



Problems frequently


G. Performance

H. Sound clarity



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Questions Asked


Rate any third mobile GSM SIM subscriber that you use between 1 to 7

A. Service Quality


C. Price rates



Problems frequently


G. Performance

H. Sound clarity


Sample Size = 3 N = 3 X 107 = 321


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Correlation functions are a useful indicator of dependencies as a function of distance in time or space

Correlation Variable

S: Clarity of Sound Pr: Price Rates Pa: Degree of problem Addressed by Customer care B : Benefit for Money N : Degree of network remaining busy Q : Service Quality P:Performance A: Degree of additional service available Sa: Customer Satisfaction Level

Sample Size 107 X 2 = 214 samples ( each individual rated twice for two sims )


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Correlation Analysis Results


Interpretation

Satisfaction Level ( Sa ) Very strongly & Positively correlated to Sound clarity (S) [ 92.1%] strongly & Positively correlated to benefit for money (B) [81.4 %] strongly Negatively correlated to Network remaining busy (N) [-81.2 %] strongly & Positively correlated to Additional Service (A) [ 82.9 % ] strongly & Positively correlated to Performance (P) [ 84.5%]

strongly & Positively correlated to Service Quality (Q) [ 83.1%]

The following parameters were strongly correlated with correlation coefficient value above R > 0.75 and *significance value < 0.05


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Interpretation

Satisfaction Level ( Sa ) Very strongly & Positively correlated to Sound clarity (S) [ 92.1%] strongly & Positively correlated to benefit for money (B) [81.4 %] strongly & Negatively correlated to Network remaining busy (N) [-81.2 %] strongly & Positively correlated to Additional Service (A) [ 82.9 % ] strongly & Positively correlated to Performance (P) [ 84.5%]



Factor, N: network remaining busy is inversely proportional to satisfaction level. More is the network traffic lesser. lesser will be the satisfaction level of customer.

Higher the level of Q,B,A,P & S, higher will be the level

of satisfaction Sound clarity has the highest impact on satisfaction

level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value



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Multiple Linear Regression Analysis


focus is on the relationship between a dependent variable and one or more independent variables

Independent Variable

S: Clarity of Sound Pr: Price Rates Pa: Degree of problem Addressed by Customer care B : Benefit for Money N : Degree of network remaining busy Q : Service Quality P:Performance A: Degree of additional service available

Dependent variable Sa: Customer Satisfaction Level

Sample Size 107 X 2 = 214 samples ( each individual rated twice for two sims )


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Multiple Linear Regression Results


Interpretation

R square value R Square value = 0.874 .It shows that the relationship is 87.4% accurate to define the existing relationship between Dependent variable (Sa) & Independent variable [Q,S,P,Pr,Pa,B,N,A].

T-test The independent variable that are t-value > 0.5 are Q, S, P, Pr, B,N,A. They have a greater impact on the output and forms a strong relation with it.

F-test Significance Level Out of above Pr > 0.05 & Pa > 0.05, hence it is not significant and has to be discarded.


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Multiple Linear Regression Results


Interpretation

B value & C Value Slopes of N -> they are negatively related Slopes S,Q,B,A,P- > they are Positively related

Multiple Regression linear Equations

Sa = C + F(X) ; C = 3.293

F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S

Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S


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Interpretation

Satisfaction Level ( Sa ) Very strongly & Positively correlated to Sound clarity (S) [ 92.1%] strongly & Positively correlated to benefit for money (B) [81.4 %] strongly & Negatively correlated to Network remaining busy (N) [-81.2 %] strongly & Positively correlated to Additional Service (A) [ 82.9 % ] strongly & Positively correlated to Performance (P) [ 84.5%]




Sa α 1/N

Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are directly proportional.

Sa α Q,B,N,A,P,S Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value and will have at least 4 times more impact than increasing any other factors.

Increase of S = 4 X ( increase in Q or A )



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Interpretation



Sa α 1/N

Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are directly proportional.

Sa α Q,B,N,A,P,S Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value and will have at least 4 times more impact than increasing any other factors.

Increase of S = 4 X ( increase in Q or A )


Objective 3 : Achieved

To derive X-Y relationship for satisfaction level


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Graphical Analysis


Gender Classification Age Classification

Geographical Distribution


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Graphical Analysis


Favorite GSM GSM service provider service provider people dislike the most


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Cross tabulation

RESULTS & DISCUSSION Alliance University School of Business

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Cross tabulation

RESULTS & DISCUSSION Alliance University School of Business

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Market Share Analysis


AIRTEL 19%

VODAFONE 18%

RELIANCE 17%

TATA 13%

BSNL 11%

IDEA 10%

AIRCEL 6%

UNINOR 2%

SPICE 1%

MTNL 0%

HFCL 0%

Other 3%

Market Share


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Market Share Analysis


AIRTEL 19%

VODAFONE 18%

RELIANCE 17%

TATA 13%

BSNL 11%

IDEA 10%

AIRCEL 6%

UNINOR 2%

SPICE 1%

MTNL 0%

HFCL 0%

Other 3%

Market Share

31% of people rated Vodafone as their favorite [GSM] service

provider followed by 30% rating Airtel

32% of people rated Reliance SIMs to be disliking the most , followed by 19% [BSNL], 11% Aircel

Market Leader:Airtel, Vodafone & Reliance

Market Challenger: TATA, [BSNL] & IDEA Market Follower: Uninor , HFCL

Niche Market: [MTNL] has niche market segment targeting only Metro Politian cities. Spice is also targeting Cosmo Politian cities in Southern India like Bangalore, Mysore, Mangalore



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Null hypothesis Acceptance


S.no Hypothesis Correlation Result

Hypothesis : HA0

There is a positive correlation

between customer satisfaction

level (Sa) & quality of service

(Q).

Positively correlated

to as high as 83.1% Accepted

Hypothesis : HB0



level (Sa) & Performance of

service (R).

Positively correlated

to as high as 84.5% Accepted

Hypothesis : HC0

There is a negative correlation


level (Sa) & price (P).

Weekly correlated to

as low as 26.4% Rejected

Hypothesis : HD0



level (Sa) & Problem addressed

by customers (P).

Weekly correlated to

as low as 35.2% Rejected

Hypothesis : HE0

There is a negative correlation


level (Sa) & Network traffic (N).

Negatively correlated

to as high as - 81.2% Accepted


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Findings on individual objectives proposed


Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network remaining busy, A: Degree of additional service availableP: Performance , S: ound Clarity ]


RECOMMENDATION & CONCLUSION


Key Suggestions

Key Guidelines

Do’s

Don’ts

Conclusion

Scope of further research

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Reccomendation

RECOMMENDATION & CONCLUSION

Key Suggestions

Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value.

Operational performance should be given the utmost priorities for customers. Such as network capacity, internet speed & download capacity.

Spice, HFCL, Uninor should look for better promotion techniques such as better price schemes & new market like 3G market or premium segment to penetrate deeper into the market.

Reliance & [BSNL] should look at major loop holes where they are lacking as customer rated them very poor, though they are the main market players in India.

[


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Reccomendation

Key Guidelines

[GSM] mobile operators should come up with facility to easily switch to any operators without changing the number as half of the people surveyed have used more than 5 [GSM] Sims till date.

People rely more on postpaid than prepaid service, so operators should work on how to promote pre-paid connection to higher extent and should give added advantage to post-paid service.

Mobile operators should use social networking site to spread word of mouth as the results says people are highly influenced by Friends for choosing a particular [GSM] service.

RECOMMENDATION & CONCLUSION Alliance University School of Business

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Reccomendation

Do’s

Product manager should maintain Sa, value as close to 3.327 in discriminant equation so that customers are highly satisfied.

Mobile operators should focus more on [STD] call rates rather than the local rates tariff planes as survey said that people are concerned more about STD call rates.

Mobile handset Company should focus more on dual [SIM] mobile set as there lies a big opportunity.

Company should only not focus on price as it is neither being listed in top factors nor shows any correlation


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Reccomendation

Don’ts

Do not target people for survey in exact number required, as many of them would not reply back or fill wrong entries.

Do not make any alteration to survey form when survey has already started, because such alteration may hamper past data.

Do not replace missing fields immediately, do it once survey is done completely using Spss software.

.


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Conclusion

Finally 6 important factors Optimal Service Quality, Justified Value & benefit for Money, Low traffic in network, additional services like Internet, GPRS, Downloads, Software uploads etc., High Performance & High Quality sound clarity could pass all the statistical test & proved to be playing vital role in measuring customer satisfaction.

Cause Affect Relationship The regression equation proved to be as below. All above factors were strongly correlated to satisfaction level and influenced customer post purchase buying decision to great extent. Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S


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Scope for further Research

Cluster analysis & cross tabulation can be used effectively to find out how preference of these factors vary over geographical location, gender, age & occupation.

To identify more factors for the same research , same process has to be followed restricting it to larger number of factors needed.

Consumer behavioral research can be conducted through both *qualitative research by *focus group method & *quantitative research by *cluster analysis method to understand how effectively customer is able to perceive & differentiate these factors from other brands.


QUESTION & ANSWER


Questions

Answer &

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