H. R. Uma

Consumer Behaviour and Marketing Strategy: a Comparative Study of Public and Private Mobile Service Providers in Karnataka State H. R. Uma

This research is on the buying behaviour and purchase pattern of consumers with reference to choices, service preferences and wants of various services offered by the cellular service operators in Karnataka state. An empirical study was conducted in order to know and understand the needs and wants of consumers using the cellular services. Hypotheses testing, factor analysis and cluster analysis was used for the purpose. The impact of income, education, occupation and gender analyzed with the help of cross tabulation. In order to arrive at this we made use of Statistical Analysis System (SAS) application and Statistical Package for the Social Sciences (SPSS). It was found out that private cellular services were preferred compared to that of public service provider, irrespective of rural and urban consumers.