REASONS BEHIND CONSUMERS SWITCHING BEHAVIOR TOWARDS MOBILE NETWORK OPERATORS: A STUDY CONDUCTED IN WESTERN PART OF RURAL WEST BENGAL
Keywords:
Rural Marketing, Rural Consumers, Network Operators, TRAI, SIM CardAbstract
Discovery of mobile phones in today’s world has become one of the most important product in both urban & rural market. Different network operators have captured the most of the important parts of India but still in various rural areas people does not have mobile phones in their hand. This study has been made to see that the reasons behind consumers switching behaviour at the time of using a particular mobile network operator. The area chosen for the study is Western Part of West Bengal, which comprises four districts West Midnapore, Bankura, Birbhum & Purulia district. 100 respondents have been selected on this purpose & their opinion has been recorded with the help of a close ended questionnaire. The researcher has used 5 point likert scale to assess the responses properly from the selected respondents. Factor analysis & multiple regression analysis have been used as statistical tools to find out the most important factors. Findings of the study iterate that most of the customers cited the reason for switching behaviour is poor network quality.
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