Consumer Attitude Regarding Mobile Service Buying Behavior in India with Special Reference to National Capital Region (NCR)

Cellular phone services in India have grown by leaps and bounds since the turn of the century. Competition is stiff and companies adopt various practices to attract young customers and retain them. Significant attempt is seen in wooing the youth segment with various schemes and offers. The tendency among the service providers is to understand the mind of the youth segment. In the present exploratory study, a sketchy picture has been presented about the service providers in India, which is followed up with finding various factors affecting perception of the buyers regarding the cell phone services according to the youth of NCR. By using Gratification model and followed by factor analysis of data collected, it was concluded that personality factor, service performance, extra packages, internet facility, tariffs, coverage, value added service, are the crucial factors.