A DISSERTATION REPORT ON

A Comparative Study of Consumer Satisfaction towards Tata Tele services and Other Service Provider in Telecom Sector

A report Submitted in partial fulfillment of the Requirement of MBA PROGRAM (SESSION 2009-2011) OF UTU ,DEHRADUN SUBBMITTED BY PRADEEP SOLANKI
MBA- I V SEM UNDER THE SUPERVISION OF. MR.RANDHIR KUMAR
SUBMITTED TO

Arcadia Grant P.O, Chandenwari Premnagar, Dehradun-248007 (UTTARAKHAND) (approved by AICTE,Ministry OF HRD,Govt. of India Affiliated to Uttrakhand Technical Univerisity,Dehradun) (BATCH-2009-2011)

DECLARATION This is to certify that the project entitled A COMPARATIVE STUDY OF CONSUMER SATISFACTION TOWARDS TATA TELE SERVICES AND SERVICE PROVIDER IN TELECOM SECTOR submitted to UIBS Dehradun, Uttarakhand Technical University in partial fulfillment of the requirement of the award of the degree of Masters of Business Administration (MBA), is an original work carried out by Pradeep solanki with Enrollment No. 8NBDH019 under my guidance. The matter embodied in this project is a genuine work done by the student and has not been submitted to this university/ institute for the fulfillment requirement of any course of the study.

(Er. Randhir Kumar) Assistant Professor Head Training & Placement UIM,UIT,UIBS, Dehradun

ACKNOWLEDGEMENT First and foremost I want to thank Mr. RANDHIR KUMAR (faculty) of the college who gave us an opportunity to work on this project and for giving me proper guidance and boosting by morale and helping me in the preparation of my Management Thesis.The present study is undertaken to understand the customer satisfaction in mobile service providers.The study was done to find out the customer satisfaction level in mobile service provider players in the market and to know the customer perception towards other mobile service providers, this survey was done in twin cities.The data was processed using computer aided tools such as MS-EXCEL,SPSS frequency tables were used for analysis.

TABLE OF CONTENT Acknowledgement3 List of tables..4 Summary

1. Introduction...6

2. Objective of the Research42

3. Research Methodology.43

4.Limitation of the Research46 5.Interpretation and Analysis48 6. Findings and conclusions..56-58 7. Questionnaire..59 . 8. Bibliography.64

INTRODUCTION Theoretical background of the topic. Customer satisfaction : According to Philip Kotler ,satisfaction is a persons feelings of pressure and disappointment resulting from product perceive performance outcome in relations to his/her expectations. Customer satisfaction is a level on persons felt state resulting from comparing a products perceived performance (outcome) in relation to the persons expectations. This satisfaction level is a function of difference between perceived performance and expectations. If the products performance, exceed expectation the customer highly satisfied or delighted. If the performance matches the expectations the customer is satisfied. If the products performance fall shorts of expectations the customer is dissatisfied. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction order light creates an emotional affinity with brand. Variety of factors that affect customer satisfaction includes product quality, product availability and after sales support such as warranties and services. Customer satisfaction is seen as a proof of delivering a quality product or service. It is believed that customer satisfaction brings sales growth, and market share. A company can always increase customer satisfaction by lowering its price or increasing its services but this may result in lower profits. Thus the purpose of marketing is to generate customer value profitability.
India is on the threshold of a new millennium. India chose for global

economy, exposing her to winds of change in the market place, which has expanded vastly and become fiercely competitive. In the changed

environment, decision makers view the marketing concept as the key to success. Marketing in practice has to manage products, pricing, promotion and distribution. A successful product can be developed by exploding these opportunities. While delivering the value of the consumer we make use of marketing support. This support is based on the knowledge of consumers and distribution. Marketing support both at the introduction of products and maturing is considered.
Marketing, as suggested by the American Marketing Association is

"an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". The two major factors of marketing are the recruitment of new customers (acquisition)and the retention and expansion of relationships with existing customers (base management). Marketing methods are informed by many of the social, particularly psychology, sociology, and economics. Anthropology is also a small, but growing, influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. For a marketing plan to be successful, the mix of the four "Ps"1 i.e. product, price, place, promotion must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for .Marketers hope that this process will give them a sustainable competitive advantage .Marketing management is

the practical application of this process. The offer is also an important addition to the 4P's theory. SKILLS OF MARKETERS: Marketers have 4 main skill sets that they bring to an enterprise:
Opportunity Identification: Marketing begins before there is a product

to sell.
Many people think marketing is just selling whatever comes out of the

manufacturing plant. It's the job of marketing to decide WHAT comes out of the manufacturing plant in the first place. Before a business can make money there must be opportunities for money to be made and it's marketing's job to define what those opportunities are. Marketers analyze markets, market gaps, trends, products, competition, and distribution channels to come up with opportunities to make money COMPETITIVE STRATEGY/POSITIONING: Markets consist of groups of competitors competing for a customer's business. The job of marketing is to decide how to create a defensible sustainable competitive advantage against competitors. Marketers conceive strategies, tactics, and business models to make it hard if not impossible for competition to take away customers from their business.

DEMAND GENERATION/MANAGEMENT: It's the job of marketing to create and sustain demand for a company's products. Marketers manage demand for a company's products by

influencing the probability and frequency of their customer's purchase behavior. SALES: The ultimate goal of marketing is to make money for a business. In most companys sales is a different discipline and department from marketing. But in order for salespeople to have any long term success 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 salespeople to make sales.

METHOD TO MEASURE CUSTOMER SATISFACTION: Companies use the following methods to measure customer satisfaction.

Complaints and suggestion system: Companies obtaining complaints through their customer service centres, and further suggestions were given by customers to satisfy their desires.

Customer satisfaction surveys: Responsive companies obtain a direct measure of customer satisfaction by periodic surveys. They send questionnaires to random sample of their customers to find out how they feel about various aspects of the companys performance and also solicit views on their competitors performance. It is useful to measure the customers willingness to recommend the company and brand to other persons.

LOST CUSTOMER ANALYSIS. Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened.

CONSUMER BEHAVIOR VS CONSUMPTION BEHAVIOR: Consumer behavior 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 behavior is the process where by the individuals decides what, when, how and from whom to purchase goods & services. Consumer behavior relates to an individual person (Micro behavior) where as consumption behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers behavior as a study focuses on the decision process of the individual consumer or consuming unit such as the family. In contrast the consumption behavior as a study is to do with the explanation of the behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot, around which the entire system of marketing revolves. The study of buyer behavior is one of the most important keys to successful mark

INTRODUCTION TO TELECOM INDUSTRY: The Indian Telecommunications network with 110.01 million connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world and represents unique opportunities for U.S. companies in the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005,is expected to reach 250 million in 2007. According to Broadband Policy 2004, Government 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 wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected to bypass 2.5 million new subscribers per month by 2007. The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country

EVOLUTION OF THE INDUSTRY-IMPORTANT MILESTONES:

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1851

First operational land lines were laid by the government near Calcutta (seat of British power) Telephone service introduced in India Merger with the postal system Formation of Indian Radio Telegraph Company (IRT) Merger of ETC and IRT into the Indian Radio and Cable Communication Company (IRCC)

1881 1883 1923 1932

1947

Nationalization of all foreign telecommunication companies to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications

1985

Department of Telecommunications (DOT) established, an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system)

1986

Conversion of DOT into two wholly government-owned companies: The Videsh Sanchar Nigam Limited (VSNL) for international Telecommunication and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas

1997 1999

Telecom Regulatory Authority of India created. Cellular Services are launched in India. New National Telecom Policy adopted.

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2000

DoT becomes a corporation, BSNL

A large population, low telephony penetration levels, and a rise in consumers' income and spending owing to strong economic growth have helped make India the fastest-growing telecom market in the world. The first and largest operator is the state-owned incumbent BSNL, which is also the 7th largest telecom company in the world in terms of its number of subscribers. BSNL was created by corporatization. While DTS (Department of Telecommunication Services), a government unit responsible for provision of telephony services. Subsequently, after the telecommunication policies were revised to allow private operators, companies such as Bharti Telecom, TATA Indicom, Vodafone, MTNL, Idea,Vodafone and BPL have entered the space. Major operators in India. However, rural India still lacks strong infrastructure. The total number of telephones in the country crossed the 300 million mark on June 182008The overall tele-density has increased to 36.98% in March 2009 .In the wireless segment, 15.87 million subscribers have been added in March 2009. The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than 391.76 million now. The wire line segment subscriber base stood at 38.22 million with a decline of 0.13 million in October 2008. MARKET SHARE OF PUBLIC AND PRIVATE INDUSTRY The fixed line and mobile segments serve the basic needs of local calls, long distance calls and the international calls, with the provision of broadband services in the fixed line segment and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and the wireless instruments. Mobile 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. The

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GSM, CDMA, WLL service providers are all upgrading them to provide 3G mobile services. Along with improvement in telecom services, there is also an improvement in manufacturing. In the beginning, there were only the Siemens handsets in India but now a whole series of new handsets, such as Nokia's latest N-series, Sony Ericsson's W-series, Motorola's PDA phones, etc. have come up. Touch screen and advanced technological handsets are gaining popularity. Radio service shave also been incorporated in the mobile handsets, along with other applications like high storage memory, multimedia applications, multimedia games, MP3 Players, video generators, Camera's, etc. The value added services provided by the mobile service operators contribute more than 10% of the total revenue. THE GLOBAL CELLULAR MOBILE INDUSTRY GLOBAL TELECOM SECTOR

Earnings visibility: Earnings growth is being driven by improving pricing conditions, stabilizing operating trends, aggressive cost cutting initiatives, a positive regulatory environment, strong wireless growth, and new market opportunities. This has translated into greater visibility of forward earnings as evidenced by recent increased analyst upgrades within the sector. Merger synergies: Given the substantial amount of excess capital available in the sector and in private equity we expect to see additional merger and acquisition activity, albeit at a slower pace than recently witnessed. Global telecom M&A deals over the past two years have reflected market expansion but have also had a positive effect on the buyers balance sheets. Partnering companies have begun realizing their synergies through cost reductions and economies of scale. 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 paving the way for additional M&A activity. Sector consolidation will further increase the importance of stocks election.

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GROWTH: While cost-cutting has been a major source of earnings growth, we have seen top-line pressures decreasing which will help revenues become a larger driver of earnings growth again. We see growth within the sector coming from a number of areas including: broadband, 3G (third generation) technology, expansion in emerging markets. Broadband penetration has been accelerating as internet customers are seeking faster downloads for audio and video files. 3G services, which facilitate the simultaneous transfer of both voice and non-voice (i.e.video, downloads, SMS, etc.) data are providing mobile users with a much more robust communication platform and should finally begin to realize their growth potential in 2007.Emerging market companies benefit from low penetration rates and also tend to have lower leverage, higher margins and higher growth than most developed markets telecom companies.

GLOBAL OPPORTUNITIES It has become less difficult to find attractive telecom investment opportunities globally than it was a year ago. As the fog has lifted from the sector, there are increased opportunities within both the growth and value spaces TELECOM INDUSTRY IN INDIA: Indias telecom sector has witnessed some fundamental structural and institutional reforms in the past decade. The National Telecom Policy, initially formulated in 1991 and substantially amended in 1994 and in 1999, has been the driving force of development and liberalization in the sector. The current regulatory environment allows the entry of private companies in all areas of telecom services and equipment manufacturing, except international long distance communications and strategic communication.

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Important developments of the 1990s have been: Entry of the private sector (including foreign investment) into the equipment manufacture Progressive liberalization of imports, and a reduced import tariff of 5% on capital goods Private sector participation (including limited foreign equity) in basic and value added services on a licensing model Reductions in long distance tariffs Setting up of an autonomous regulatory authority Corporatisation of government-owned monopoly entities. Since the initial formulation of the Telecom Policy in 1991, the telecom landscape has grown substantially in the past ten years to include a range of services: Fixed line voice services: local, national, international, pay phones, voice mail and home direct Fixed line Non-voice: Telegraph services, telex, ISDN, leased line circuits and packet switched data networks Value-added services: Mobile telephony, radio paging, VSAT, Internet, networks. As a result, the sector has been growing by more than 20% since 1996, despite a recessionary trend in overall industrial growth. Private investment in value-added services and infrastructure has played an important role in the sectors growth and diversification. videoconferencing, INMARSAT and intelligent

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In 2000-01, telecom sector companies had combined revenues of Rs.650 billion, which was 22.3% higher than the previous year. The sector is expected to continue growing at more than 15% annually over for the next five years, with cellular services expected to have the fastest growth.

Basic Services

In 2000-01, more than 5.9 million lines were commissioned, taking the installed base to 37 million lines. The state operators (BSNL and MTNL) account for almost 99% of revenues from basic services. Private sector services (first introduced in 1996) are presently available in only six circles, and have less than 0.3 million connections, since the first round of licenses were issued in 1995. However, private services focus on the business / corporate sector, and offer reliable, high end services, such as leased lines, ISDN, closed user group and videoconferencing. As a result, private operators generate more average-revenues-peruser (ARPU) than state-owned service providers.

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Rank

Companies

Turnover 200708(Rs crores) 23,500 6147 252 162 149 80 36 NA

Turnover 2008-09 (Rs Crores.) 23,000 5784 139 109 86 13 10 NA

Growth (%)

1. 2. 3. 4. 5. 6. 7. 8.

BSNL MTNL VodafoneTelec om Bharti Telenet Tata Teleservices HFCL Infotel Shyam Telelink Reliance

2.17 6.2 81 48 73 260 260 NA

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Cellular Mobile Telephone Services India has adopted the Global System of Mobile Communication (GSM) for provision of cellular services. Cellular services in India operate in the frequency band 890-902.5 MHz / 935-947.5 MHz., each operator has been allocated a frequency spectrum of 6.2+6.2 MHz in metro cities (5.8+5.8 MHz in Chennai), and 4.4 +4.4 MHz in other telecom circles. Cellular services, first introduced in 1995, are presently available in 18 telecom circles and 4 metro cities (Delhi, Mumbai, Chennai and Calcutta). Cellular and billed revenue was Rs 38.65 billion in year 2000-01, of which the four metro circles accounted for 51%. Pre-paid subscriptions are becoming more popular: nearly 70% of new subscriptions were pre-paid, which reflects the low usage of services in India. At present, 22 private companies provide cellular services in 18 telecom circles and 4 metro cities (Delhi, Mumbai, Chennai and Calcutta). Altogether, there are 51 cellular services in operation nationally. However, five players having services in 44 of these circles control the market. Several changes have taken place since the first round of licensing in 1995. The first licenses were granted on the basis of competitive bidding for four metro circles, with two licenses for each circle. In the first round, licenses were issued for 18 territorial circles, based on a fixed licensing fee. However, until 1999, there was limited growth in subscriptions and several operators ran into severe losses, with most licensees defaulting
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on license fees. However, there has been accelerated growth in the segment since 1999, with subscriptions growing by more than 90% per annum. Policy changes such as migration from fixed license fee regime to a revenue sharing regime, customs duty reduction on mobile phones from 25% to 5%, and tariff reductions resulted in the subscriber base growing by almost 90% annually and crossing the 4 million mark in June 2001 (estimated to cross 5 million by end of 2001). The segment is witnessing further competition with the announcement of the Department of Telecom Operations/ Mahan agar Telephone Nigam Limited as the third operator in each service area and the recent bid in July 2001 for the fourth cellular operator for various circles. No further entry of operators is envisaged in the cellular circles, for the time being.

Major Cellular Service Providers

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COMPANY PROFILE

TATA TELESERVICES

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Tata Teleservices is part of the INR Rs. 96723 Crore (US$ 22 billion) Tata Group, that has over 96 companies, over 250,000 employees and more than 2.8 million shareholders. With a committed investment of INR 36,000 Crore (US$ 7.5 billion) in Telecom (FY 2008), the Group has a formidable presence across the telecom value chain. Tata Teleservices spearheads the Groups presence in the telecom sector. Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile services in India with the Andhra Pradesh circle. Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed Tata Teleservices (Maharashtra) Limited] in December 2002 the company swung into an expansion mode. With the total Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan India presence spread across 20 circles that include Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.

Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices has established a robust and reliable 3G ready telecom infrastructure that ensures quality in its services. It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for
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the deployment of a reliable, technologically advanced network. The company, which heralded convergence technologies in the Indian telecom sector, is today the market leader in the fixed wireless telephony market with a total customer base of over 3.8 million. Tata Teleservices bouquet of telephony services includes Mobile services, Wireless Desktop Phones, Public Booth Telephony and Wire line services. Other services include value added services like voice portal, roaming, post-paid Internet services, 3-way conferencing, group calling, Wi-Fi Internet, USB Modem, data cards, calling card services and enterprise services. Some of the other products launched by the company include prepaid wireless desktop phones, public phone booths, new mobile handsets and new voice & data services such as BREW games, Voice Portal, picture messaging, polyphonic ring tones, interactive applications like news, cricket, astrology, etc. Tata Indicom redefined the existing prepaid mobile market in India, by unveiling their offering Tata Indicom Non Stop Mobile which allows customers to receive free incoming calls. Tata Teleservices today has Indias largest branded telecom retail chain and is the first service provider in the country to offer an online channel www.i-choose.in to offer postpaid mobile connections in the country.
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Tata Teleservices has a strong workforce of 6000. In addition, TTSL has created more than 20,000 jobs, which will include 10,000 indirect jobs through outsourcing of its manpower needs. Today, Tata Teleservices Limited along with Tata Teleservices (Maharashtra) Limited serves over 19 million customers in over 3400 towns. With an ambitious rollout plan both within existing circles and across new circles, Tata Teleservices offers worldclass technology and user-friendly services in 20 circles.

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KEY PEOPLE DRIVING TATA TELESERVICES

Mr. Ratan N. Tata Designation: Chairman Company: Tata Sons Ltd.

Mr. K. A. Chaukar Designation: Managing Director Company: Tata Industries Ltd.

Dr. J. J. Irani Designation: Director Company: Tata Sons Ltd.

Mr. S. K. Gupta Designation : Group Telecom Advisor Company : -

Mr. R. Gopalakrishnan Designation: Director Company: Tata Sons Ltd.

Mr. I. Hussain Designation: Director Company: Tata Sons Ltd.

Mr. N. Srinath Designation : Director Company : VSNL

Mr. N. S. Ramachandran Designation: Director Company: Tata Teleservices Ltd.

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Mr. S. Ramadorai Designation: CEO & Managing Director Company: Tata Consultancy Services Limited.

Dr. Mukund Govind Rajan Designation: Vice President Company: Tata Sons Ltd.

Mr. Ambrish Sukhani Designation : Director Company : Temasek Holdings Advisors India Pvt Ltd., ("THAIPL")

TTML

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The premier telecommunication service provider, licensed to provide services in Maharashtra (including Mumbai) and Goa. Tata Teleservices Maharashtra Limited (TTML) spearheads the Tata Group's presence in the Indian telecom sector by being the premier telecommunication service provider, licensed to provide services in Maharashtra (including Mumbai) and Goa. TTML's bouquet of telephony services include mobile, fixed wireless phones (FWP), public telephone booths & wire line services. Its suite of broadband Data Network & Application services include Leased Lines, DSL, Wi-Fi, Ethernet, Managed Gateway services & Web Conferencing services. The company has deployed the latest 3G 1X CDMA technology in the state to offer wireless communication services like mobile & Fixed Wireless phones to its customers. This state-of-the-art technology caters to the needs of all market segments i.e. commercial, residential and PCO, facilitates the company's aim to provide good network coverage, high voice quality, reliable service and comprehensive as well as customer-oriented value-added services. TTML, in a very short span, has also emerged as the market leader in FWP services in Maharashtra circle. Formerly Hughes Tele.com (India) Ltd., the company was renamed to Tata Teleservices Maharashtra Ltd subsequent to the acquisition of 70.83% equity shareholding by TATA Group in December 2002. The company's shares are traded on the Bombay Stock Exchange (BSE) and the National Stock Exchange (NSE). Tata Teleservices

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Profile

Tata Teleservices (TTSL) operates India's largest branded telecom retail chain, spearheading Tata Group's presence in the telecom sector. Incorporated in 1996, it was the first company in India to launch CDMA mobile services. Together with Tata Teleservices (Maharashtra) Limited, it currently offers services under the brand name 'Tata Indicom' to more than 17.1 million customers in over 3,400 towns, and is the market leader in fixed wireless telephony with a total customer base of over 3.8 million. The Tata Group had a committed investment of Rs36,000 Crore (US$ 7.5 billion) in the telecom sector in the financial year 2006. Starting with the acquisition of Hughes Tele.com (India) (renamed Tata Teleservices (Maharashtra) Limited) in 2002, TTSL swung into an expansion mode. Today, it has a total investment of Rs19, 924 Crore, and with an ambitious expansion plan both within existing and across new circles, aims to reach 100 million subscribers by 2011. TTSL introduced convergence technology in India. A pioneer in the CDMA 3G1x technology platform in the country, the company has established a robust and reliable 3G-ready telecom infrastructure that ensures quality in its services. It has partnered with Motorola, Ericsson, Lucent and ECI Telecom to set up a reliable, technologically advanced network.

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The company is the first service provider in the country to launch an online outlet www.i-choose.in offering postpaid mobile connections. With a strong workforce of 6,000, it has created more than 20,000 jobs, including 10,000 indirect jobs, through outsourcing of its manpower needs. TTSL offers its services in the following 20 circles in India: Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. Areas of business

Tata Teleservices' bouquet of telephony services includes: mobile services, wireless desktop phones, and public booth telephony and wire line services. Its value-added services include: voice portal, roaming, post-paid internet services, 3-way conferencing, group calling, wi-fi internet, USB modems, data cards, and calling card and enterprise services. Tata Indicom redefined the existing prepaid mobile market in India with the 'Non Stop Mobile' offer that allows customers to receive free incoming calls. Some of the other products launched by the company include: new mobile handsets and new voice and data services such as BREW games, voice portal, picture messaging, polyphonic ring tones, and interactive applications dealing with news, cricket, astrology, etc
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Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an Indian Conglomerate. The company forms part of the Tata Group's presence in the Telecommunication Industry in India, along with Tata Teleservices (Maharashtra) Limited (TTML) and VSNL. TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile services in India, specifically in the state of Andhra Pradesh. In December 2007, the company acquired the erstwhile Hughes Telecom (India) Ltd. which was renamed Tata Teleservices (Maharashtra) Limited. In September 2008, Tata Indicom launched the Talk World plan, an International Long Distance Plan. Tata is the direct competitor with Reliance Communications in India, Tata is also giving many offers to get customer by full calling value on recharges and Tata to Tata free on selected coupans and it is first to launch incoming free offer in India. TATA is also providing its Wireless landline phone service by the brand name of walky with number series of 6.

COMPARATIVE ANALYSIS OF TATA TELE SERVICE WITH OTHER TELE SERVICES

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It's known as the plodder of the mobile telecom world. It's the company that doesn't aggressively chase customers like its fastmoving rivals, that has played by the rules and hasn't gone on an expansion spree to become a pan-Indian player. But Tata Teleservices Ltd has paid a big price for its slowmoving ways in the dog-eat-dog telecom world. The CDMAbased mobile and fixed wireless phone company has ended up at the bottom of the telecoms heap. With less than four per cent market share in the wireless telephony market, it lags behind the big boys like Bharti, Hutch, Idea (a GSM mobile provider in which the Tatas have a equity stake), BSNL and even BPL. But the Tatas are now trying to make up for lost time and to catch up with the big boys. It has set itself an ambitious goal: it aims to hike its subscriber base from 2 million to 15 million by end-2005. That'll be a seven-fold rise. And that's just for starters. In the next three years, TTSL hopes to grab over 20 per cent of the wireless market (which includes both mobile as well as wireless fixed phone services). Says Amit Bose, president, Tata Teleservices who joined after a stint at arch-rival Reliance Infocomm: "In 36 months we should be among the top three operators." It could be a daunting task. That's why the Tatas are furiously rolling out new networks in over 12 new circles across the country that will give them a presence in 20 circles and towns.

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And they are expanding from only 50 cities to over a giant 600 cities by end September. The target is to have services up and running in as many as 1,000 cities by March 2005. The bid to become a pan-India mobile player will be expensive. Tata Teleservices reckons that it will spend $2 billion to achieve its targets. It has already spent Rs 5,995 Crore (Rs 59.95 billion) till March end this year -- funded by debt and equity raised according to a 1:1 ratio. In the third phase for which plans are being finalized the target is to roll out services in another 1,500 towns across the country. But no time has been fixed for the completion of that phase. to compete with Reliance Infocomm, TTSL is offering the cable as well as the software free of cost with every mobile and fixed wireless connection. A Tata Teleservices phone can be plugged into a laptop or PC and it will be possible to get onto the Net at faster speeds than on dial-ups. Bose says its competitors charge an extra Rs 1,200 for the cable. Tata Teleservices may also move up the technology chain and offer EVDO (evolution data only) or EVDV (evolution data voice). These services are aimed at people on the move who deal with large quantities of data. Bose says it needs an incremental investment of about 10 per cent to 15 per cent to add on these services.

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In the broadband space, TTSL is moving aggressively to ensure that wi-fi -- the wireless technology, which offers connectivity to the Net within a short distance -- becomes a viable model. The company plans to open up over 300 hot spots across the country where people can connect to the Internet without plugging in. By year end these will be at places like cafes, hotels, airports, restaurants amongst others. But the Tatas are aware that the big numbers will come only from customers using mobile phones for voice. And this is where it must score over rivals. Agrees Bose: "Our philosophy is to offer more for the same price, only price cannot be the ultimate differentiator." The company also has another weapon in its armoury. It will be the first to launch push-to-talk services. Put simply, that's SMS with voice. Push-to-talk could be a winning proposition. Bose points out it expect to get more customers who communicate in regional languages and who won't be able to SMS in English. Push-to-talk will provide the perfect solution. Equally important, Bose reckons push-to-talk could be cheaper than SMS. The company believes one-third of its phones by end -2005 will enable this service. the Tata expansion plan sounds big but it's nothing compared to what its rivals are planning. For instance Reliance Infocomm

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plans to expand coverage from 1,100 cities to 5,000 by March 2005. That will be five times what the Tatas will be offering. Similarly, Bharti is moving from 1,100 cities to 2,300 cities by year-end. That's three times more than the Tatas. Reliance is also planning a capacity expansion to 40 million subscriber lines -nearly three times more than the Tata expansion.To catch up with its larger rivals Tata Teleservices will have to gain a large percentage of the new subscribers who come onto the market if they want to touch the magic number of 15 million subscribers by end 2005 because their current market share is minuscule. Industry experts reckon the mobile wireless market will grow to about 80 million from the current 35 million. So, the Tatas must pick up about 25-27 per cent of the new subscribers to meet its targets. That's not easy since as much as 85 per cent of the new subscribers are being grabbed by the top three -- who aren't going to slow down signing up new customers.Says a senior executive of an US multinational, which has dealt with the Tata group: "Their main problem is that they lack a clear focus. They were the only ones who could not decide which technology to back -CDMA or GSM -- and wasted crucial time." GROWTH STRATEGIES

A look at the expansion plans of some of the key telecom players

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Tata Teleservices plans to expand its network from 50 cities and towns to 1,000 cities and towns by March 2008 Reliance Infocomm plans to expand from 1,100 cities and towns to 5,000 by March 2008 Bharti Televentures plans to expand from 1,100 cities and towns to 2,300 by year end Hutch-Essar plans to expand from 578 cities and towns to 800 by year end in the existing circles. It also plans to cover over 658 cities in three new circles (Punjab, UP West and West Bengal) where it is launching its services soon.

MAJOR COMPETETIORS Telecom industry Market share of indian telecom operators as on june 30 2010:

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Airtel Reliance Vodafone BSNL Tata Idea Aircel Unitech MTNL Sistama Loop Videocon Stel HFCL Bisalat

21.50 17.44 17.16 1.44 11.41 10.84 6.56 0.95 0.82 0.80 0.46 0.31 0.21 0.11 0.003

Total Telephone subscriber base reaches 671.69 Million Wireless subscription reaches 635.51 Million Wireline subscription declines to 36.18 17.98 Million new additions in wireless

SMS VAS in India:

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 SMS VAS is the highest revenue earning Value Added Service with almost 5% revenue earned by service providers 1 in 5 urban Indians have used a SMS based VAS service either as a oneoff or on subscription basis. SMS is an effective marketing tool, showing conversion rates a lot higher than other conventional mediums i.e. TV/Radio etc. 1 in 3 Urban Indian has acted in some manner over the SMS i.e. forwarding to others or enquiring about it. SMS, an advertising medium, has an interaction rate of around 5% 25% Indians have participated in some sort of SMS contest

SMS VAS usage according to network: Nearly 56 Million urban Indians used a VAS related SMS subscription service in March/April 2009 out of which Reliance Mobile CDMA accounted for a quarter of all subscribers to VAS SMS subscription service, followed by Bharti Airtel (18%) and Vodafone (14%). The most popular VAS service used:

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Internet and broadband subscribers: The total internet subscribers are 13.54 million In that broadband subscribers in 6.22 million and wireless data subscriber is 117.82 million Broadband Subscribers Share (Technology wise) Out of total 6.22 million broadband subscribers, 5.364 million are DSL based; 0.474 million Cable Modem; 0.244 million Ethernet LAN; 0.042 million Fiber; 0.072 million Wireless, 0.020 million Leased Line 0.002 million use other technologies.

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India emerges world's second-largest CDMA market news With the number of CDMA users in India having crossed 100 million subscribers, the country has emerged as the world's second-largest CDMA market. Disclosing this, The CDMA Development Group (CDG) today said at CDMA round table that Reliance Communications and Tata Teleservices are placed among the top five CDMA operators globally, ranking second and fourth, respectively. ''India is now the second largest CDMA market globally, and the ecosystem continues to grow with new operators, handset OEMs, content providers and application developers,'' said Kanwalinder Singh, senior vice-president of Qualcomm and president of Qualcomm India and South Asia. ''CDMA triggered the wireless revolution in India by making mobile communication affordable, and has played a key role in bridging the digital divide. Qualcomm, along with its partners, will continue to bring the benefits of advanced CDMA technologies to India for an enriched and differential wireless experience.'' The rapid growth of CDMA users in India could be attributed to a wide selection of affordable devices ranging from entry level handsets to feature-rich smart phones and the introduction of CDMA2000 voice and data services into urban and rural areas, helping to reshape the communications culture of India. ''CDMA is a technology that allows a rich telecom experience, especially on the data side, and we are confident that in the years to come that experience will only get better, especially as 3G arrives and we are able to unleash the full potential of applications and services,'' Anil Sardana, managing director, Tata Teleservices Limited. Ever since the introduction of CDMA mobile services in India in December 2002, CDMA operators, device manufacturers, technology enablers and CDG itself introduced an array of entry-level handsets to the market while tariffs dropped by more than 40 per cent.
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"As a result, CDMA reached 50 million subscribers in India twice as fast as any competing cellular technology, and at the same time greatly increased voice telephony and wireless internet connectivity in India," CDG said in a statement. It said the recently-introduced CDMA mobile broadband was now poised to have a similar significant impact on increasing broadband penetration in the country. ''The CDG is encouraged by the continued CDMA subscriber growth in India, and we are proud to have worked with operators and manufacturers to bring wireless voice and data services to over 100 million Indians,'' said Perry LaForge, executive director of the CDG, as quoted as saying in the relase. ''Efforts to bring a wide range of devices into the market have resulted in a tremendously rapid growth of voice telephony in the country. As we look to the next 100 million subscribers, CDMA mobile broadband is already satisfying the demand for affordable high-speed wireless data services, while CDG initiatives will further increase the selection of CDMA voice and data devices,'' LaForge said. In March 2009, CDMA operators Reliance and Tata both launched highspeed mobile broadband services, delivering average download speeds of 600-1400 kbps with bursts up to 3.1 Mbps and average upload speeds of 500-800 kbps with bursts up to 1.8 Mbps. Reliance's Net connect Broadband Plus wireless broadband service is offered nationwide in 35 major cities, 20,000 towns and 450,000 villages, covering 80 per cent of the potential laptop and desktop broadband users in India. S P Shukla, president, wireless, Reliance Communications, said, ''Reliance has been a pioneer and the largest operator of a CDMA platform in India's wireless sector. We have successfully launched and grown new segments in the wireless sector leveraging the unique strengths of CDMA technology, such as 'unlimited' and 'bucket' plans in voice usage, wireless broadband and anchored applications of PCO, ATM and FWP. We remain committed to further grow and serve our ever-increasing CDMA customer base through innovative applications, superior network quality and service and attractive value-propositions.''

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Concurrently, Tata Indicom is offering its Photon Plus services in several large markets including Bangalore, Calcutta, Chennai, Delhi, Hyderabad and Mumbai, accessible via USB modems as well as routers. According to Dr. Mukund Rajan, managing director, Tata Teleservices (Maharashtra) Limited, ''There were a number of doomsday prophets who questioned the logic behind the introduction of CDMA in India. "The dramatic growth of CDMA in India, in the short span of 6 years, has led the surge in wireless subscriber additions in India and the huge jump in tele density across the country.'' T Narsimhan, deputy CEO, Sistema Shyam Teleservices Limited, the new entrant to CDMA ecosystem, said, ''100 million subscriber is a landmark moment for the CDMA industry, and reiterates the huge potential for CDMA to grow in India. MTS is a hugely successful global brand and is committed to revolutionize the manner in which wireless telephony services are made available in the country. We stay committed to the continued explosive growth of CDMA telecommunication services in India.'' According to the Telecom Regulatory Authority of India (TRAI), broadband penetration in the country was only at 5.5 million users as of the end of 2008, and PC connectivity continues to be a limitation in achieving faster growth. Recently launched mobile broadband services by CDMA2000 operators will have the same effect on increasing India's broadband penetration as CDMA2000 1X services had on increasing voice telephony in the region earlier this decade. CDMA2000 is a widely deployed 3G technology, with 280 operators in 102 countries and territories serving more than 455 million subscribers. Counting 2G cdmaOne subscribers, there are 465 million CDMA users worldwide. CDMA2000 1xEV-DO is a widely-deployed 3G CDMA (IMT-2000) solution offering mobile broadband to over 112 million people on a wide range of devices. CDMA2000 has been chosen by operators in both developed and emerging markets, and is deployable in the 450, 700, 800, 1700, 1900, AWS and 2100 MHz bands. More than 2,110 CDMA2000 devices from over 115 suppliers have been introduced to the market, including more than 529 Rel. 0 and 118 Rev. A devices on 106 CDMA2000 1xEV-DO Rel. 0 and 62 Rev. A systems.

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OBJECTIVE OF THE STUDY

The project aim at studying the present market scenario. The customer satisfaction level towards Tata Tele services and their competitors in the market. The companies want to study the concern with evaluating fast developing areas and so all the services providers were taken to measure the satisfaction of customers OBJECTIVES:1. To study customers perception towards service provided by these players 2. To know the satisfaction level of customer. 3. To study and identify how customer are benefited.

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4. To evaluate the major service providers satisfied the customers. 5. To asses the needs requirements and expectations of customers in order to asses there current satisfaction level. 6. To understand the performance of different brands in market on various parameters like product quality, service quality, range and selection of product available.

RESEARCH METHODOLOGY

Research Definition
The word research is derived from the Latin word meaning to know. It is a systematic and a replicable process, which identifies and defines problems, within specified boundaries. It employs well-designed method to collect the data and analyses the results. It disseminates the findings to contribute to generalize able knowledge. The main characteristics of research presented below are Systematic problem solving which identifies variables and tests relationships between them, Collecting, organizing and evaluating data. Logical, so procedures can be duplicated or understood by others Empirical, so decisions are based on data collected Reductive, so it investigates a small sample which can be generalized to a larger population Replicable, so others may test the findings by repeating it. Discovering new facts or verify and test old facts.

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Developing new scientific tools, concepts and theories, this would facilitate to take decision. For the proper analysis of data simple statistical techniques such as percentage were use. It helps in making more generalization from the data available. The data which will be collected from a sample of population was assumed to be representing entire population was interest. Demographic factors like age, income and educational background was used for the classification purpose SOURCES OF DATA The study undertaken there to be mainly based on the primary data i.e. structured questionnaire is designed. The study also contains secondary data i.e. data from authenticated websites and journals for the latest updates just to gain an insight for the views of various experts. METHODOLOGY & PRESENTATION OF DATA The data collected is then coded in the tables to make the things presentable and more effective. The results are shown by tables which will help me out in easy and effective presentation and hence results are being obtained.

TOOLS AND TECHNIQUES USED FOR ANALYSIS

In this study the technique used for interpreting the results is CHI SQUARE test. It is used as because sample size is 100. RESEARCH DESIGN The design for this study is Exploratory and Random sampling.

Collection Method
DATA COLLECTION

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The data is collected randomly irrespective of the category of the people in the form of questionnaire and the sample size is 100 respondents. Because it is a pilot study and due to time constraint the sample size is small. The data have been collected for completing the study, those were:-Primary Data Primary Data 1-Primary data was collected through structured closed ended Questionnaire. 2-Data was collected from employees as well as employers separately. 3-Sample of the employees was taken on random basis. 4-Sampling Technique used can be clearly referred to as stratified random sampling. 5-Questionnaire was well tested before it was put into final implementation. The test is referred as pilot test. HYPOTHESISIS OF THE STUDY:

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On the basis of review of previous studied and on the basis of observation made during our collection of data, the following null hypothesis was found. There is no significant association between persona variables such as age, gender, education qualification, monthly income, marital status, size of family and there awareness level of consumers and different cell phone service providers. SCOPE OF STUDY: The study covers Dehradun City only.

Limitations of Research: W e l e ar n e d a l o t b u t we cam e acr oss m any pr obl em s whi ch b e c a m e l i m it a t i o n s f or our st udy and t hese ar e: F i r st a n d f or e m o st was t he t im e const r ai nt , so t hi s b e c o m e t h e b i g g e st hur dl e. Ou r r e so u r c e f or t he i nf or m at i on was al so ver y l i m i t ed so we a r e v e r y m u ch bounded f or t he dat a col l ect i on. S a m p l e si z e m a y not be t he t r ue r epr esent at i on of t ot al n u m b e r o f e m p l o y ees pr esent i n t he or gani zat i on.

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 T h e st u d y wa s a r e a speci f i c. The b i a sn e ss on t he par t of resear cher and t he r e sp o n d e n t c a n n o t be deni ed. Ma n y a t i m e s c ust om er s ar e al so not have pr oper t i m e t o a n swe r t o our quest i ons. Carrying the survey was a general learning experience for us but we also faced some problems, which are listed here: The market of Telecommunication is too vast and it is not possible to cover each and every dealer, manufacturer and seller in the available short span of time. Generally the respondents were busy in their work and were not interested in Respondents were reluctant to discover complete and correct information about themselves and their organization. Most respondents were not maintaining proper knowledge of various services provided by their company, so they were unable to provide exact information. Most of the respondents dont want to disclose the information about the various other companies which they have experienced before. Some of the respondents were using the service first time of their company and they were not able to properly differentiate among their product.
Due to human behavior information may be biased.

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Data Analysis Data Analysis and Interpretation Customer satisifaction: Gap b/w Consumer Expectations and Companies Performance of Telecommunication

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Th e qu e st i o n n a i r e wa s f il l ed b y t h e 100 resp on d en t s wh o we r e p o st p a id a n d p r e p ai d cu st om er of d i ff eren t t e l e se r v i c e s.

Particular Pre-Paid

No. of respondents 84

Post-Paid

16

Interpretation: - Above data shows that most of the respondents in the area have pre-paid connections. And I got only 16% questionnaire filled by postpaid user.

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NUMBER OF RESPONDENT ON THE BASIS OF AGE WISE CLASSIFICATION.

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TELE CO M E S ERVICE MO S TLY BEING US ED

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FACTORS INFLUENCING PURCHASE OF A PARTICULAR SERVICE.

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CONCUMER PREFERENCE TOWARDS CELL PHONE SERVICE PROVIDERS

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SATISFACTION LEVEL OF RESPONDENTS

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CHI-SQUARE TEST

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Chi-square test is one of the simplest and most widely used nonparametric tests in statistical work. This test was first used by Karl Pearson in the year 1900. The quantity describes the magnitude of the discrepancy between theory and observation. It is a method to test the relationship between the theoretical (hypothesis) & the observed value. Chi square test (X2) = (O E)2 / E Degrees Of Freedom = V = (R 1) (C -1) Were, O E R C = = = = ObservedFrequency ExpectedFrequency NumberofRows Number of Columns

For all the chi-square test the table value has taken @ 5% level of significance.

FINDING FROM CHI-SQUARE TEST

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 Chi-square test reveals that there is no significant relationshipbetween

satisfaction level and age.

Chi-square test shows that there is no significant relationship between

satisfaction level and gender.

Chi-square test indicates that there is no significant relationship

between the marital status and level of satisfaction.

Chi-square test showing that there is no significant relationship

between education and level of satisfaction.

Chi-square test reveals that there is no significant relationship between

occupation and level of satisfaction.

Chi-square test shows that there is no significant relationship between

monthly income and level of satisfaction.

Chi-square test indicate that there is no significant relationship

between service provider and satisfaction level.

Chi-square test shows that there is no significant relationship between

the type of connection and level of satisfaction.

SUGGESTIONS

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 BSNL, Tata indicom should try to expand their customers network. Reliance, and Tata indicom should try to attract the young peoples.

(upto 20 years)
Airtel should try to attract old peoples also. All the service providers are made good advertisements for their service. Because, advertisements are take little part for I

fluencing the consumers.

All the service providers are try to increase post paid users. 75% of the peoples are unaware about the various services rendered

by their service provider. So the service providers try to make awareness of their customers services to their customers.
BSNL, Reliance, Tata indicom should attract the customers by

reducing their price.

BSNL, Reliance customers are highly dissatisfied about the

performance of the service provider. So they should try to add some advanced features towards their services.
Aircel should try to increase their after sales services. Airtel should decreased their dissatisfied customers byroviding good

after sales services.

Tata indicom should give periodical offers to their customers. Tata indicome should decrease their outgoing call charges.

CONCLUSION

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This is an information era significance of information cannot be over emphasized. This study attempts to find out the satisfaction of consumer regarding cell phone service providers. This decade, most of the peoples using cell phones. So, service providers are increasing in more level. So service provider are should over come another ones competition. So, it leads to adding new features, schemes, periodical offers to their service. So, the consumers get maximum benefit from their service provider. Now-a-days, cell phones are very necessity to all. Because, it is give safety to the men and women also. And no person are feel cell phones are luxury one. So most of the persons are also should preferred these cell phones to their children

Q u e st i on n ai re ( Cu st om ers)

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( Inf o r m a t i on Co l l e c t ed i s for t h e Research P u rp ose an d wi l l b e K ept Con f id en t i al) Na m e : - . Q u a l if i c a t i o n: - Age: - ...

A STUDY OF CONSUMERS PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES QUESTIONNAIRE 1. Name : 2. Sex : a. Male b. Female 3. Age : a. Up to 20 yrs b. 21-30 yrs 4. Marital Status: a. Married b. Unmarried 5. Educational Qualification a.Up to Hs b. Graduation c. Professional d. Others_______________________________(Pls Specify)

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6.Occupation : a. Business b. Professional c. Employee d. Home maker e. Student f. Others ANEXXURE QUESTIONAIRE Q.1: Which cell phone (Service Provider) do you possess ? a. Aircel b. Airtel c. BSNL d. Reliance e. TATA Indicom f. Vodafone g. Others Q.2: Who influenced you to by the particular cell phone service provider ? a. Family Member b. Neighbours c. Relations d. Friends e. Advertisement f. Dealers g. Others
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Q.3: Why do you buy the cell phones ? a. For business b. For personal Q.4: . Which type of scheme is most preferable by you ? a. Pre Paid b. Postpaid Q.5: If you have postpaid / prepaid connection mention scheme Name & Monthly rental charges ? Q.6: Are you used Cell Phone (Service Provider) mainly for a. Incoming b. Outgoing c. Both d. SMS Messaging Q.7: Are you influenced by the following factors relating in your connection ? S. No a. Monthly rental charges b. Charges for cell phones to land lines c. Signal of tower Networking d. Cost of scheme e. Incoming (in days)
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Aware

Neutral

Unaware

Q.8: Overall, how would you rate your service provider? a) Excellent b) Good c) Average d) Poor e)Terrible f) Not Sure Q.9: Rank the following factors which influenced you to buy the service of your choice? a)Price b)Network Service c)Brand Image d)Value Added Services (tata to tata Free after 11PM) Q.10: What factor influenced you to decide your Cell Phones service ? a. Deposit amount b. Brand Image c. Availability d. Credit facility for your connection e. Customer care service f. Service charge

Q11:- The customer service representative was very knowledgeable. a) Strongly Disagree b) Somewhat Disagree
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c) Neutral d) Somewhat Agree e) Strongly Agree Q12:- The waiting time for having my questions addressed was satisfactory. a) Strongly Disagree b) Somewhat Disagree c) Neutral d) Somewhat Agree e) Strongly Agree

If you were not totally satisfied with the customer service, will you please describe the reasons for your dissatisfaction?

Thank you for spending your precious time on filling in the questionnaire for us!

BIBLIOGRAPHY REFERANCES: 1.Jallet, Frederic, Yield management, Dynamic pricing and CRM in

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telecommunications, (http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236 E2B6B45CF101465D540FD4401AEB9? contentType=Article&hdAction=lnkhtml&contentId=1747102&history=true >) [Viewed 13/3/09] 2.Debnath, Roma Mitra, Benchmarking telecommunication service in India, 2008 (http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236 E2B6B45CF101465D540FD4401AEB9? content ype =Article&hdAction =lnkhtml &contented =1742535&history=true>) [Viewed 2/3/09] 3.Robins, Fread, The marketing of 3G, vol 21, no 6, 2008 (http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236 E2B6B45CF101465D540FD4401AEB9? contentType=Article&hdAction=lnkhtml&contentId=854647&history=true> ) [Viewed 2/4/09]

4.Kalwani, Banumathy, Consumers Attitude towards Cell phone Services, 2006

5.Fernandez, Fronnie,Understanding Dynamics in an Evolving Industry: Case of Mobile VAS in India, 2007 (http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=208 6527F0757A565F9A6CBAC8800F658? contentType=Article&hdAction=lnkhtml&contentId=881588&history=true>

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) [Viewed 4/4/09] 6.Kumar, Kaliyamoorthy, Influence of Demographic Variables on Marketing Strategies in the Competitive Scenario, 2007 (http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=208 6527F0757A565F9A6CBAC8800F658? contentType=Article&hdAction=lnkhtml&contentId=881588&history=true> ) [Viewed 4/4/09] 7.Seth et, Etal, Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an Empirical Investigation, 2008 (http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=208 6527F0757A565F9A6CBAC8800F658? contentType=Book&hdAction=lnkhtml&contentId=1758667&history=true> ) [Viewed 6/4/09]

8.Tecor, Jha,Understanding Mobile Phone Usage Pattern among CollegeGoers, 2008(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid =2086527F0757A565F9A6CBAC8800F658?

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contentType=Book&hdAction=lnkhtml&contentId=1760544&history=true> ) [Viewed 7/4/09] 9.Bhatt, Andre, A Study of Mobile Phone Usage Among the Post Graduate Students,2008 10. Chris, Kambitsis, Telecom advertising in print media, 2003 Journal The Indian Telecom Industry, IIM Calutta, Vatsal Goyal, 2007 Investment Surge in the Indian Telecom Space, Times Global, Issue 2, 2008 A multiple-perspective model for technology assessment, vol 3, 2008 The marketing of 3G, Vol 21, no. 6, 2003 Books

Zeithaml, Valarie (2008), Service Marketing, 4th Ed. New Delhi: Tata McGraw Hill Publishing Company Lmt.

Kotler Kaller (2008) Marketing management book, 5th Edition, New Delhi Tata McGraw Hill Publishing Company Lmt.

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