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CONSUMER choice AND SATISFACTION TOWARDS VARIOUS CELLPHONE SERVICE PROVIDES CHAPTER-I INTRODUCTION CONSUMER A consumer is an man-to-man who purchase or has the power to purchase neats and table function offered for sale by foodstuffing institutions in gild to returnpersonal or household needs,wants or desires. According to a statement make by Mahatma Gandhi, consumer refers to the following, A consumer isthe most of the essence(predicate) visitor on our premises. He is not dependent on us. We ar dependent on him. He is not an knocked out(p)sider to our product line.He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so. Soconsumerislikethebloodofourbusinessand withala satisfed guest is a word of mouth advertisement of a product / serve. The consumer is the one who nets to consume the goods and go pissd. As much(prenominal), consumers play a vital role in the economic schema of a nation. In the ab sence of effective consumer postulate, producers would lack one of the key motivations to produce to sell to consumers.Typic all in ally, whenbusinesspeople and economists talk ofconsumers, they are talking aboutthe person as consumer, an aggregativecommodity item with little exclusiveity early(a) than that expressed in the decision to acquire or not to buy. However, there is a trend inmarketingto individualize the concept. Instead of gene place broaddemographic profilesandpsycho-graphic profilesofmarket segments, marketers excite started to engage in personalized marketing,permission marketing, andmass customization.There is increasing backlash from the semipublic over use of the label consumer rather than guest, with m all finding it offensive and derogatory. Consumer choiceis a theory ofmicroeconomicsthat relates discernmentsfor consumption goodsand advantages to consumption expenditures and lastly to consumer remove curves. The association between personal preferences , consumption, and the demand curveis one of the most closely studied dealings in economics. Consumer choice theory is a way of analyzing how consumers may achieveequilibrium between preferences and expenditures by maximizingutilityas value to consumer budget constraints.Preferences are the desires by each individual for the consumption of goods and function that translate into choices based on income or wealthfor purchases of goods and serve to be combined with the consumers time to define consumption activities. Consumption is quarantined from production, logically, because dickens polar consumers are involved. In the first case consumption is by the primary individual in the second case, a producer index make something that he would not consume himself. Therefore, divergent motivations and abilities are involved.Themodels that make up consumer theory are used torepresentprospectively observable demand patterns for an individual buyer on thehypothesisof constrained optim ization. Prominent variables used to explain the rate at which the good is purchased (demanded) are the price per unit of that good, prices of related goods, and wealth of the consumer. The fundamental theorem of demand states that the rate of consumption falls as the price of the good rises. This is called thesubstitution effect.Clearly if one does not have enough money to pay the price then they cannot buy any of that item. As prices rise, consumers leave behind substitute away from higher priced goods and assistants, choosing slight costly alternatives. Subsequently, as the wealth of the individual rises, demand increases, shifting the demand curve higher at all rates of consumption. This is called theincome effect. As wealth rises, consumers will substitute away from less costly low-level goods and services, choosing higher priced alternatives. CONSUMER SATISFACTIONEvery human being is a consumer of different produces. If there is no consumer,thereisnobusiness. Therefore,c onsumer joyis very important to every business person. According to Philip Kotler consumer cheer is defined on, personal feeling of pleasance resulting from comparing a products pursued performance in relation to his /her expectations. Consumer attitude measurements are taken on either potential buries orexisting clients buries in orderto identify their characteristics. Why should the competent market engineer conduct consumer research?Consumers surveryscan win the researcher with a wealth of information, valuable of the marketing funchion. Detailed information regarding the customer in a market will provide thebasic platform for all marketing decisions. Marketing decision churchman needs descriptive information about the tally potential unit and dollar sales in each segment. Perhaps the most important one is that a seller need to be aware(predicate) of the relevant objective and needof consumer andhow their objectivesmight best reserved by the products. node satisfaction, a te rm oft used inmarketing, is a measure of how products and services supplied by a attach to meet or surpass customer expectation. Customer satisfaction is defined as the number of customers, or percentage of total customers, whose reported ingest with a theatre, its products, or its services (ratings) exceeds specified satisfaction refinements. In a survey of nearly 200 senior marketing bangrs, 71 percent responded that they found a customer satisfaction metric function very useful in managing and monitoring their businesses.It is seen as a key performance index finger within business and is often part of a balanced scorecard. In a competitive grocery where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has call on a key element of business schema. Within organizations, customer satisfaction ratings can have powerful effects. They rivet employees on the impressiveness of fulfilling customers expectations. Furthert o a greater extent, when these ratings dip, they warn of problems that can affect sales and profitability. . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In re meddling satisfaction, firms generally supplicate customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel even though its facilities and service would be deemed superior in absolute terms. The importa nce of customer satisfaction diminishes when a firm has increasedbargaining power. For example, carrel phoneplan providers, such as ATTandVerizon, participate in an intentness that is anoligopoly , where simply a few suppliers of a certain(p) product or service exist.As such, many cell phone plan contracts have a mete out offine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the picking of leaving for a better contract offer. There is a substantial body of empirical literary works that establishes the benefits of customer satisfaction for firms. PURPOSE Customer satisfaction provides a leading power of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is two fold. 1. Within organizations, the collection, analysis and dis semination of these data send a message about the importance of attention to customers and ensuring that they have a positive experience with the follows goods and services. 2. Although sales or market portion out can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firms customers will make further purchases in the future.Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realised at the extremes. On a five-point scale, individuals who rate their satisfaction level as 5 are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as The percentage of surveyed customers who indicate that they would recommend a brand to friends. When a customer is meet with a product, he or s he might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage. ) Individuals who rate their satisfaction level as 1, by contrast, are unlikely to return. Further, they can hurt the firm by fashioning negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction. MARKET The term market is derived from Latin Word Mercatus, which room totrade that is purchasing and selling of goods.It also means merchandise truthic place of business. According to Pyle, Market includes both place and region in whichbuyers and sellers or in free ambition with one another. Amarketis one of many varieties ofsystems,institutions,procedures,social relationsandinfrastructures whereby parties engage in win over. While parties may exchange goods and services bybarter, most markets rely on sellers offering their goods or services (including labor) in exchange formoneyfrom buyers. It can be said that a market is the process by which the prices of goods and services are established.For a market to be competitive, there mustiness be more than a single buyer or seller. It has been suggested that two people may trade, simply if it takes at least three persons to have a market, so that there is disceptation on at least one of its two sides. However,competitivemarkets, as to a lower placestood in formal economic theory, rely on much larger numbers of both buyers and sellers. A market with single seller and multiple buyers is amonopoly. A market with a single buyer and multiple sellers is amonopsony. These are the extremes of imperfect competition.MARKETING Marketing includes all the impacts involved in the exchange process of transferringthepossessionandownershipofgoodsorservicesfrom theproducer to the crowning(prenominal) consumers. Marketingis the process ofcommunicatingthe value of a product or service tocustomers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term Marketing may replace Advertising it is the overall strategy and function of promoting a product or service to the customer.The American Marketing joining defines marketing as the activity , square up of institutions,and processes for creating, communication, delivering,and exchanging offerings that have value for customers,clients,partners,and society at large. From a societal point of view, marketing is the link between a societys material requirements and its economicpatterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. The process of communicating the value of a product or service through positioning to customers.Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and i tsshareholders. Marketing is the science of choosing position marketsthrough market analysis andmarket segmentation, as well as understanding consumer buying demeanor and providing superior customer value. MARKETING FORMULA A)The foremost step is business aims at profit. B)For profit making he can sell the products. C)For selling the product he should create customers.D)Forcreating thecustomers,customers needsofpreferencestobeidentified and satisfied. E). To satisfy the customers tonic product to be produced. Marketing is trying to learn, * Who buy the products or services? * How do they buy? * When do they buy? * Where do they buy? * Why do they buy? * How often they buy? Itisotherwisecalledunderstandandpredicthumanactionsintheir buying role. A marketer is act as consumers while them purchasing any goods/services, and try to market that product to an ultimate consumer. So, marketingis starts with consumer and ends with consumer. So, todays market is called on consumer market.It can be defined on,All the individuals and households who buy goods and services for personal consumption. SKILLS OF MARKETERS Marketers have 4 main skill sets that they bring to an enterprise 1)Opportunity Identification Marketing begins out front there is a product to sell. Many people think marketing is just selling whatever comes out of the manufacturingplant. Its the job of marketing to decide WHAT comes out of the manufacturingplant in the first place. Before a business can make money there must be opportunities for money to be made and its marketings job to define what those opportunities are.Marketers analyze markets, market gaps, trends, products,competition, and distribution channels to comeup with opportunities to make money. 2) hawkish strategy/positioning Markets consist of groups of competitorscompeting for a customers business. The job ofmarketing is to decide how to create a defensible sustainable competitive advantage against competitors. Marketers conceive strate gies, tactics, and business models to make it hard if not impossible for competition to take away customers from their business. 3)Demand generation/management Its the job of marketing to create and sustain demand for a companys products.Marketers manage demand for a companys products by influencing the probability and frequency of their customers purchase mien. 4)Sales The ultimate goal of marketing is to make money for a business. In most companys sales is a different discip argument and department from marketing. But in order forsales people to have any long term winner in a company they must be led by marketing. The better job a company does of identifying opportunities, creating a differential sustainable competitive advantage, and generating demand for their products the easier it will be for sales people to make sales.MARKET SHARE OF PUBLIC AND PRIVATE INDUSTRY The fixed line and roving segments serve the basic needs of local calls, long distance callsand the international calls, with the provision of wideband services in the fixed line segment and GPRS in the prompt arena. Traditional telephones have been replaced by the codeless and the wireless instruments. agile phone providers have also come up with GPRS-enabled multimedia messaging, Internet surfing, and mobile-commerce. The much-awaited 3G mobile technology is soon going to enter the Indian telecom market. TheGSM,CDMA,WLLserviceprovidersareallupgradingthemtoprovide3Gmobileservices.Alongwith improvement in telecom services, there is also an improvement in manufacturing. In thebeginning, there were only the Siemens handsets in India but now a whole series of tonichandsets, such as Nokias modish N-series, Sony Ericssons W-series, Motorolas PDA phones,etc. have come up. Touch screen and advanced technological handsets are gaining popularity. Radio services have also been incorporated in the mobile handsets, along with other applications like high storage memory, multimedia applications, multim edia games, MP3 Players, video generators,Cameras, etc.The value added services provided by the mobile service streetwalkers contribute more than 10% of the total revenue. THE GLOBAL CELLULAR MOBILE INDUSTRY Global telecom sector boodle visibility Earningsgrowthisbeingdrivenbyimprovingpricingconditions, stabilizing operational trends, aggressive cost cutting initiatives, a positive regulatory environment, strong wireless growth, andnew marketopportunities. This hastranslated intogreater visibilityofforward earnings as evidenced by recent increased analyst upgrades within the sector. Merger synergiesGiven the substantial amount of excess capital available in the sector and in private equity we expect to see surplus merger and acquisition activity, albeit at a gradual pace than recently witnessed. GlobaltelecomMA dealsoverthepasttwo old agehavereflectedmarket expansion but have also had a positive effect on the buyers balance sheets. Partnering companies havebegunrealizing their synergies through cost reductions andeconomies ofscale. In the US, the largest three companies now account for over 70% of the sector market cap this compares to 34% in 1990.Trends in bundled services are also pavage the way foradditional MAactivity. Sectorconsolidation willfurtherincreasethe importanceof stockselection. METHODS TO CUSTOMER SATISFACTION Companies use the following methods to measurecustomer satisfaction. 1 ) Complaints and suggestion system Companies obtaining complaints through theircustomer service centres, and further suggestions were given by customers to satisfy theirdesires. 2) Customer satisfaction surveys responsivecompaniesobtainadirectmeasureofcustomersatisfactionbyperiodic surveys.They send questionnaires to ergodic sample of their customers to find out how they feelaboutvariousaspects ofthe companys performance and alsosolicit viewson their competitors performance. It is useful to measure the customers willingness to recommend the company and brand to other persons. 3 )Lost Customer Analysis Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. 4 )Consumer Behavior VsConsumption BehaviorConsumer sort refers to the manner in which an individual reaches decision related to the selection, purchases and use of goods and services. Walters and Paul says that,consumer doings is the process where by the individuals decides what, when, how and from whom to purchase goods services. Consumerbehaviorrelatestoanindividualperson(Microbehavior)whereasconsumption behavior relates to and to the mass or aggregate of individuals. (Macro behavior) consumers behavior asa disciplinefocusesonthedecisionprocessofthe individual consumer or consuming unit such as thefamily.In contrast the consumption behavior as a study is to do with the explanation of thebehavior of the aggregate of consumers or the consuming unit. Consumer is a pivot,around which the built-in system of market ing revolves. The study of buyer behavior is one of the most important keys to successful mark. 1. 2. IMPORTANCE OF CONSUMER SATISFACTION The needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from thepayments received for the products and services supplied to its customers.Ifthere is no customer there is no income and there is no business. Then the coreactivity of any company is to attract and retain customers. It is therefore no surprise that Peter Drucker the renowned management Guru, has said to satisfy the customers is the mission and purpose of every business. Satisfaction of customer is essential for retention of customers and forcontinuous sales of the products and services of the company to customers. Thisestablishesthe needa for and the importance of customer satisfaction. Thesatisfactionofconsumersisdifferentfromonto another.Became,each consumer has the different behaviour in their life. S o, the marketer satisfy the consumer, he must very well know the behaviour of consumer. 1. 4. CONSUMER BEHAVIOUR Thetermconsumerbehaviourmaybedefinedasthebehaviour that consumer displays in searching for purchasing, using, evaluating, producing,services and ideas which they expect will satisfy their needs. In other words, It is a study of physiological, social, physical, behaviours of all potential customeras they become aware of evaluation, purchase and consumption and ell otherabout products and services 1. 5. OBJECTIVES OF THE STUDY * To study the evaluation of cell phones with peculiar(prenominal) reference to India. * To ascertain the attributer which influenced the customers in selecting aparticular cell phone services provider. * To studythe consumers satisfaction towards different cellphone serviceproviders. * To assess the problems faced by the cell phone users in services. * To offer valuable suggestions to improve the services of cell phones in each companies. INRODUCTIO N TO TELECOM INDUSTRY The Indian Telecommunications network with 110. 1 zillion connections is the fifth largest in the knowledge domain and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world and represents unique(p) opportunities for U. S. companies in the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005,is judge to reach 250 million in 2007. According to Broadband Policy 2004, judicature of India aims at 9 million broadband connections and 18 million internet connections by2007. The wireless subscriber base has jumped from 33. 69 million in 2004 to 62. 57 million in FY2004- 2005.In the last 3 years, two out of every three new telephone subscribers were wirelesssubscribers. Consequently, wirelessnow accounts for54. 6% ofthe totaltelephone subscriber base, as compared to only 40% in 2003. radio receiver subscriber growth is expected tobypass 2. 5 million new subscribers per month by 2007. The wireless technologies currently in use are Global System for Mobile parleys (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA instruments providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the land. . 6. take up OF THE STUDY Exchange of information becomes the necessity of life to a common man. In the modern world an individual tends to communicate anything to everything right from the place where he/she stands. Even while riding vehicle he / she wants communicate within afraction of second at quick speeding with clearvoice,without any disturbance. Like line crossing, out of order, etc. most of which lack in the connection given by the department of tele-communictions. Cellphones emerges as a boon quench such a thirst, the by providing facilities,which a common man cannot imagine.Though cell phone industry has its originin the recent past and the growth has been excellent solar day by day many new competitors enter the market with new attractive schemes,provide additional facilities, add newfeatures to existing ones, reduce the charges her incoming and outgoing calls, introduce varieties of handsets,modelsahealthycompetitionthatbenefitsthesubscribers. Henceinthis context, it is important to study the functioning of cellular phone services and the utilization of their services by the telephonesation. 1. 8. STATEMENT OF PROBLEMIn our country the growth of service marketing especially mobile phone industry is still in its infancy stage, as compared to the industrially advanced countries. It is for the fact that the economy of our country has been in the developing stage. There are various mobile phones services providers in ourcountry and they are playing an essential role in fulfilling the needs of the customers. Now-a-days, the customers are more dynamic. Their taste, needs andpreference can the changing as per current scenario. Hence the development ofcellular indust ry mainly depends on the customer satisfaction.However the following questions may arise regarding customer satisfaction. CHAPTER II REVIEW OF LITERATURE India is the worlds fastest growing industry in the world in terms of number of wireless connections subsequently China, with 811. 59 million mobile phone subscribers. According to the world telecommunications industry, India will have 1. 200 one million million million mobile subscribers by 2013. Furthermore, projections by several leading global consultancies indicate that the total number of subscribers in India will exceed the total subscriber count in the China by 2013.In 1850 experimental galvanic telegraph started for first time in India betweenCalcutta (Kolkata) and Diamond Harbor (southern suburbs of Kolkata, on the banks of the Hooghly River). In 1851, it was unresolved for the use of the British East India political party. Subsequently construction of telegraph started through out India. A disassemble department wa s opened to the public in 1854. Dr. William OShaughnessy, who pioneered the telegraph and telephone in India, belonged to the Public whole caboodle Department, and worked towards the development of telecom.Calcutta or the-then Kolkata was chosen as it was the capital of British India. In early1881, Oriental Telephone Company limit of England opened telephone exchanges at Calcutta (Kolkata), Bombay (Mumbai), Madras (Chennai) and Ahmedabad. On the 28th January 1882 the first formal telephone service was established with a total of 93 subscribers. From the year 1902 India drastically changes from cable telegraph to wireless telegraph, piano tuner telegraph, radio telephone, trunk dialing. Trunk dialing used in India for more than a decade, were system allowed subscribers to dial calls with operator assistance.Later moved to digital microwave, optical fiber, satellite earth station. During British period all major cities and towns in India were linked with telephones. In the year 197 5 Department of Telecom (DoT) was responsible for telecom services in entire country after separation from Indian Post Telecommunication. Decade later Mahanagar Telephone Nigam Limited (MTNL) was chipped out of DoT to run the telecom services of Delhi and Mumbai. In 1990s the telecom sector was opened up by the Government for private investment.In1995 TRAI (Telecom Regulatory Authority of India) was setup. This reduced the interference of Government in decision making tariffs and policy making. The Government of India corporatized the operations wing of DoT in 2000 and renamed Department of Telecom as Bharat Sanchar Nigam Limited (BSNL). In last 10 years many private operators especially alien investors successfully entered the high potential Indian telecom market. Globally acclaimed operators like Telenor, NTT Docomo, Vodafone, Sistema, SingTel, Maxis, Etisalat invested in India mobile operators. Wireless CommunicationPager Services Pager communication successful launched in Ind ia in the year 1995. Pagers were looked upon as devices that offered the much need mobility in communication, especially for businesses. Motorola was a major player with nearly 80 per cent of the market share. The other companies included Mobilink, Pagelink, BPL, Usha Martin telecom and Easy call. Pagers were generally worn on the belt or carried in the pocket. The business peaked in 1998 with the subscriber base reaching nearly 2 million. However, the number dropped to less than 500,000 in 2002.The pager companies in India were soon struggling to maintain their business. While 2-way pagers could have buffered the fall, the pager companies were not in a position to upgrade their infrastructure to improve the ailing market. The Indian Paging Services Association was unable to support the industry. Pager companies in India also offered their services in regional languages also. However, the end had begun already. By 2002, Motorola stops making or servicing pagers. When mobile phones were commercially launched in India, the pager had many advantages to boast.Pagers were smaller, had a longer battery life and were considerably cheaper. However, the mobile phones got better with time and continuously upgraded themselves. Mobile Communication First mobile telephone service on non-commercial basis started in India on 48th emancipation Day at countrys capital Delhi. The first cellular call was made in India on July 31st, 1995 overModi Telstras MobileNet GSM network of Kolkata. Later mobile telephone services are separate into multiple zones known as circles. Competition has caused prices to drop and calls across India are one of the cheapest in the world.Most of operator follows GSM mobile system operate under 900MHz bandwidth few recent players started operating under 1800MHz bandwidth. CDMA operators operate under 800Mhz band, they are first to introduce EVDO based high speed wireless data services via USB dongle. In spite of this huge growth Indian telecom secto r is hit by severe spectrum crunch, turpitude by India Govt. officials and financial troubles. In 2008, India entered the 3G arena with the launch of 3G enabled Mobile and Data services by Government owned MTNL and BSNL. Later from November 2010 private operators started to launch their services.Broadband communication After US, Japan, India stands in three largest Internet users of which 40% of Internet used via mobile phones. India ranks one of the lowest provider of broadband speed as compared countries such as Japan, India and Norway. Minimum broadband speed of 256kbit/s but speed to a higher place 2Mbits is still in a nascent stage. Year 2007 had been declared as Year of Broadband in India. Telcos based on ADSL/VDSL in India generally have speeds up to 24Mbit max while those based on newer Optical Fiber technology offer up to 100Mbits in some plans fibreoptic communication (FTTx).Broadband growth has been plagued by many problems. Complicated tariff structure, metered billi ng, High charges for right of way, Lack of national content, non implementation of Local-loop unbundling have all resulted in hindrance to the growth of broadband. Many experts think future of broadband is on the hands of wireless factor. BWA auction winners are expected to roll out LTE and WiMAX in India in 2012. Next Generation Network (NGN) Next Generation Networks, multiple access networks can connect customers to a core network based on IP technology. These access