International Journal of Innovative Research and Development

Abstract

Today, India is the world’s fastest growing mobile market after China. With over more than 90 crore mobile connections, India stood for the second largest position in the telecommunication market. India being a developing country wants to reach still millions of customers in the near coming future. The reason for the growing of mobile market is the technology innovation. Due to the drastic change in the scenario of mobile market and the competition between the various mobile service providers has come into existence. The important reason for the growth of mobile market is that it provides the facility to the customers like connectivity among the people locating on the various geographical locations. Innovation creates marketing opportunities and challenges, the innovation in the mobile communication leads to the competition. The another reason for the growth of mobile market is the support from the government , following the release of the National Telecom Policy of 2012.Further TRAI (Telecom regulatory authority of India) have made effort to support competition market by reducing the cost. The competition between various mobile service providers is based upon acquiring the largest share by focusing on the low income population. Due to the availability of various service providers, consumer has more number of options to select the best service provider based upon less tariff rates. The important aspect upon which the mobile service providers are working is to attract the new customers and also to retain their own customers. The research study is to analyze the buying behavior roaming recharge patterns of the customers. The objective of the research is to find the factors that attract the customers for having free roaming or low cost roaming charges facility. The type of research for the study of customer’s behavior on the buying patterns of roaming recharges is the descriptive research design. The tools used for the research is the questionnaire, personal or face to face interview. The area covered under this study is the city of Hyderabad, Andhra Pradesh. The research showed appropriate results due to well mixed population in Hyderabad. The concentrated aspects of the research were the good service connection, low roaming packs, availability and awareness about the roaming recharges facility.

Full Text