Joshi Sujata ¹, Prabhu Sandeep ¹, Chirputkar Abhijit ¹

Affiliations
1 Symbiosis Institute of Telecom Management, Constituent of Symbiosis International University, Lavale, Pune 412115, Maharashtra, IN

Abstract

Objectives: To investigate the relationship between two marketing communication activities mainly advertising and sales promotion on the sales performance of Telecom companies. Methods/Statistical Analysis: Data related to Advertising and Sales promotions expenses of 3 telecom companies for the past 10 years was collected from their annual reports. Multiple regression analysis is used for modelling the relationship between the dependent variable i.e. Net sales and the independent variables of Advertising and Sales promotion activities. Findings: The findings suggest that there exists a significant predictive relationship of advertising spend and sales promotion spends with sales performance of Indian Telecom Companies. The study also proposes a significant model with good predictive power for future use for managers. Application/Improvements: The study will help the telecom operators find out if the spend on advertising, sales promotion and other marketing activity is leading to revenue generation. It will also help them decide an optimal marketing communication mix which will result in better sales performance and thereby increase revenues for the company.

Keywords

Advertising, Multiple Regression Analysis, Optimal Marketing Mix, Sales Performance, Sales Promotion, Telecommunication.

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Joshi Sujata ¹, Jog Yatin ², Chirputkar Abhijit ², Shrivastava Noopur ², Doshi Ruchi ¹

Affiliations
1 Symbiosis International University’s, Symbiosis Institute of Telecom Management, Pune - 412115, Maharashtra, IN
2 Symbiosis International University’s, Symbiosis Institute of Telecom Management, Pune - 412115, Maharashtra

Abstract

Background/Objectives: The objective of this study is to understand the technology and hardware factors affecting the purchase of smartphones among Indian youth. Methods/Statistical Analysis: Various studies have been done on factors affecting smartphone purchase decisions of the youth. However, very few studies, especially in Indian context, have focussed on technology and hardware factors. Primary data was collected by means of survey and around 306 responses were observed onto which regression and factor analysis have been carried out to generate a more precise analysis of behaviour of youth. Findings: The study showcases that the young student’s choice of smartphone is affected by five factors namely as Technology factors, Hardware factors, Basic factors, Brand factors and Financial factors. Out of these, Technology has the most significant influence. OS version and Hardware featureshave a significant effect on young student’s choice while purchasing a smartphone. This study will be helpful to smartphone manufacturers and cellular service providers not only to understand how and what inclines a youth towards the smartphone but also give an idea of what features might be needed to make better sale of smartphone in the younger generation. It will help them know the range of factors that behave as a trigger towards a smartphone purchase and to know what technological, hardware and software, branding and financial factors must be considered. This study will also be useful to telecom managers and smartphone manufacturers to understand smartphone requirements of the youth segment and accordingly align their product design, sales and marketing communications strategy. Applications/Improvements: The scope of this research is limited to youth aging between 18-25 years. This can be further enhanced to a broader age group thus increasing the scope for smartphone manufacturer.

Keywords

Descriptive Analysis, Hardware Factors, OS Version, Smartphone Purchase, Technology, Youth

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