Consumer Behaviour on new generation mobile hand set a case study of Balasore District

Abstract

newlineIndia is the world s 12th largest consumer market. It is projected that by 2025, it will be ahead of Germany and will become the fifth largest economy of the world. There is an explosive growth in almost all the areas of consumer goods and services. Communication that accounts for 2 percent of consumer s spending today will be one of the fastest expanding categories with growth of about 13 percent (McKinsey, 2007). Mobile telecommunication industry has shown a tremendous growth over the last few years and at present there are about twenty crore subscribers of the mobile telecom services in the country. newlineThe increasing competition between the telecom service providers has increased demand for both mobile telecom services as well as the handsets. According to Indian Brand Equity Foundation (2005), the mobile handset market, which was worth about $ 2 Billion two years ago, had shown a growth of 60% per annum. The GSM (Global System for Mobile Communications) handsets had 84% share and CDMA (Code Division Multiple Access) handsets has 16% market share. There are various players in the GSM market. newlineThus, the present work is an endeavour by the researcher to bridge the research gaps in the field of consumer behaviour as identified. This work would also lead to better understanding of the mobile service consumers, their likings, taste, preferences and expectations. Basing upon the findings and observations, mobile service providers can also be able to improve their customer services. The present study therefore has made all possible efforts to fill the research gap, fulfill the needs identified by it and add to the existing research literature in the field of consumer behaviour. newlineConsumer behavior is the act of individuals directly involved in obtaining and using economic goods and services, including the decision processes that precede and determine this act. Today the fight is not about talk time or tariff; rather it is about the best value added service (VAS) offer. In sum, technology is on the move in th