International Journal of Innovative Research and Development

Abstract

Indian Telecom market is one of the rapid growing markets after China and is forecasted in terms of 1200 million users by 2013. India has been fast in increasing the number of mobile service provider companies which cost tariff rates hit all time low. TRAI have made efforts to support the competitive market. Service providers are reducing their caller tunes rates in order to increase their business. This allows mobile service providers to target high income as well as low income population to increase the market share. The availability of various subscribers options for consumers and different tariff rates for caller tunes to attract customer from competitors and retain their existing customers .The objective of study is to find out the factors that attracts the customers by giving attractive caller tunes for free or at low cost and explore by finding out the likeliness of purchasing attractive caller tunes and knowing the behavior of consumer while opting for caller tune. The city of research for the study was Hyderabad due to accessibility of well mixed population based in Hyderabad a well structured questionnaire was designed and managed to collect samples across the Hyderabad.  By doing research on the huge population of Hyderabad  it is found that attractive caller tunes play a very important role. It is found that there is a relation between switching to the new caller tunes and purchasing new caller tunes by looking at the TV advertisements and advice from friends and after analyzing and finding the factors we proposed that the mobile service providers concentrate on increasing attractive caller tunes at lower rates and network stability competitively.

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