ABSTRACT:

In the era of information explosion, people are to be provided with quick and timely access to information. Indian Telecom industry is one of the fastest growing telecom markets in the world. In telecom industry, service providers are the main drivers; whereas equipment manufacturers are witnessing growth. In this light, the present study deals with IMPECT OF PROMOTIONAL SCHEME AND ADVERTISMENT BY TELECOM SERVICE PROVIDER ON CONSUMER in ahemdabad city, Gujarat. The present study conducted on 250 mobile phone users of various mobile phone service providers such as Vodafone, Airtel, BSNL, Reliance, Idea, Tata Docomo and few other players. The results derived from the study indicate that the factor that induces the consumers to buy a particular mobile phone operator is advertisement followed by call tariffs, network coverage and brand image. The study also highlights that majority of respondents are satisfied with the value added services offered by their mobile Phone service providers. The findings derived from the study will be helpful for mobile phone service providers in deciding and implementing their sales strategy for the promotion of mobile phone services.

INTRODUCTION:
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 a fraction of second at quick speed with clear voice, without any disturbance. Like line crossing, out of order, etc. most of which lack in the connection given by the department of telecommunication. Mobile phones emerges as a boon quench such a thirst, by providing facilities, which a common man cannot imagine. Though cell phone industry has its origin in the recent past and the growth has been excellent. Consumer feedback is providing the market reflections to the marketer. This enables them to gain awareness about their market performance, consumer preference and their satisfaction level towards the services offered by them. The study at hand will throw light on the impact of advertisement by telecom service provider on GSM prepaid consumer.

LITRATURE REVIEW: Stanton, Etzel & Walker (1994). Advertising, personal selling and sales Promotion (p 456).
Anita seth (2007),quality of service parameters in cellular mobile communication, international journal of mobile communications, vol-5, issue 1, jan-2007. From their study they generally expect some information about the mobile telecommunication service providers. Thus, it is important that a company recognize the need, want and also the perception of their consumers. As competition is increasing among the companies, it is necessary for them to know about the consumers' perception about the price, promotion, product, service quality and the other important factors that are playing a vital role to choose the telecommunication service providers. It opens the opportunities for the consumers to enjoy the choice among the service providers. Now days, due to the competition, the telecommunication service providers offers innovative services as well as competitive prices also. Following are the things which they consider that affects consumer perception towards telecommunication service provide: 1) Service is a form of attitude which is related to satisfaction and also leads to consumer loyalty and future purchase. In particular consumers prefer service quality when the price and other cost elements are held constant. 2) Price plays a vital role in telecommunication market especially for the mobile telecommunication service providers. It's included not only the purchase price but also the call and rental charges. Generally, a price dominated mass market leads to customers having more choice and the opportunity to compare the pricing structures of different providers.

Richard Lee, Jamie Murphy, University of Western Australia (2005),

Their study shows 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.

List of Top telecom companies based on their based on market share : Market Share
19.5% 16.7% 16.4% 11.9% 10.8% 9.2% 6.9% 4.2% 0.6% 0.6%

Bharti airtel Reliance communication Vodafone Idea cellular BSNL TATA Tele services Aircel Uninor Videocon MTNL

From looking at different surveys & studies, it provide us a guideline in preparing outline for survey & it gives us list of important factors which are to be considered in questionnaire such as price, service, network etc.

Research Methodology: Research Design The research design used in this study is Descriptive research design.

Problem identification Mobile industry is growing technically and becoming economical due to competitors innovative and attractive services. Companies have increased their budget on promotional schemes & advertisement due to which customers mind can be changed towards their companies.

Number of players in this sector is increasing, so each one of them wants to overplay others to attract the consumers. Mobile industry has become economic with the end result that consumers have less switching cost.

Objectives Scope This study can be extended to other geographical areas & other cities also It can also be extended to study the usage of mobile services of different age groups and accordingly new plans can be formulated. This study can be extended to understand the various promotional schemes & advertisement which has major impact on customers to prefer telecom service provider. To identify the factors that affects the consumers into switching the service provider. To find the major influences that goes into the decision of purchasing a SIM card. To find the factor such as promotional schemes & advertisements that impact on purchasing behaviour of customers. To find whether the Brand Ambassador makes a difference in switching to new network. To find the most preferred service provider in Ahmedabad.

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

Sampling: SAMPLING DESIGN A sample design is a definite plan for obtaining a sample from a given population. It refers to the techniques or the procedure the researcher would adopt in selecting items for sample. The sampling design is Simple Random Sampling. The group has followed the following three steps to formulate the sampling plan.

I.

Deciding the Sampling Unit: People from all over from different region from Ahmedabad are given equal opportunity of getting selected. Deciding Sample Size: For the study, a sample size of 100 respondents is taken into consideration. Deciding Sampling Procedure: It refers to the kind of sampling to be used. For the preparation of the report the group will use Convenience Sampling Procedure. The groups research is conclusive research & causal research which is concerned with finding & analysing the New Promotional Schemes & Advertisement by Telecom Companies on Prepaid SIM User.

II.

III.

Hypothesis: H0: Promotional scheme & advertisement has no affect on prepaid GSM customer. H1: Promotional scheme & advertisement has affect on prepaid GSM customer .

DATA ANALYSIS AND INTERPRETATION: TABLE NO: 1 SHOWING AGE GROUP OF RESPONDENT
NO. OF RESPONDENT 78 11 6 4 1 100

SR NO. 1 2 3 4 5

AGE 15-25 25-35 35-45 45-55 55-65 TOTALE

TABLE NO: 2 SHOWING OCCUPATION OF DIFFERENT DIFFERENT RESPONDENT

NO. OF SR NO. OCCUPATION RESPONDENT 1 STUDENT 71 2 BUSINESS 11 3 EMPLOYED 17 4 OTHERS 1 TOTALE 100

TABLE NO: 3 SHOWING COMPOTION OF RESPONDENT

MOBILE SERVICE PROVIDER 1 2 3 4 5 6 Airtel Vodafone IDEA BSNL Reliance Others TOTAL NO. OF RESPONDENT 25 29 10 13 13 10 100

SR NO.

TABLE NO: 4 SHOWING RESPONDENT WHO USE MORE THEAN ONE MOBILE SERVICE PROVIDER

SERVICE NO. OF PROVIDER RESPONDENT SR NO. MORE 1 THAN ONE 47 2 ONLY ONE 53 TOTLE 100

TABLE NO: 5 SHOWING FROM HOW LONG CONSUMER USING CURRENT MOBILE SERVICE PROVIDER
NO. OF RESPONDENT 10 14 19 57 100

SR NO. 1 2 3 4

DURETION 1-3 Months 4-8 months 9-12 Months More than 1 year TOTLE

TABLE NO: 6 SHOWING PURPOSE OF USING MOBILE PHONE

SR NO. 1 2 3 NO. OF PURPOSE RESPONDENT CALLING 66 SMS 18 INTERNET 15 VALUE ADDED SERVICE 1 OTHERS 0 TOTLE 100

4 5

TABLE NO: 7 SHOWING FACTOR THAT INDUCE CONSUMER TO BUY PERTICULAR MOBILE SERVICE PROVIDER
NO. OF RESPONDENT 43 12 5 29 11 0 100

SR NO. 1 2 3 4 5 6

FACTOR THAT INDUCE Call Tariff Brand Image Customer Care Service Network Coverage Offers Others TOTLE

TABLE NO: 8 SHOWING AWARENESS ABOUT VARIOUS SERVICE PROVIDED BY MOBILE PHONE SERVICE PROVIDER
AWARE ABOUT VARIOS SERVICE 1 AWARE 2 UNAWARE TOTAL

SR NO.

NO. OF RESPONDENT 60 40 100

TABLE NO: 9 SHOWING CONSUMER THAT PREFER MOBILE NETWORK PORTEBILITY

MOBILE NETWORK NO. OF PORTABILITY RESPONDENT 1 PREFER 2 NOT PREFER TOTLE 26 74 100

SR NO.