A STUDY ON MOBILE PHONE SERVICES USAGE IN

SRIVILLIPUTTUR TOWN

Dissertation Report Submitted to Madurai Kamaraj University Madurai in partial Fulfilment of the

requirements for the degree of

MASTER OF PHILOSOPHY IN COMMERCEBy

A.KARKUVELRAJ, M.Com (CA)., PGDPM.,(Reg. No: B0910611)

SUPERVISOR AND GUIDE

Dr. V.MANOHAR, M.Com., M.Phil.,M.A.Ph.D.,

DEPARTMENT OF COMMERCE 

V.H.N.S.N. COLLEGE VIRUDHUNAGAR

APRIL 2011

INTRODUCTION

• In modern days, service sector is becoming the primary

source of wealth, trade and growth throughout the

developed world. In olden days, the perception of

service was confined to work and advice only with

service motto. Today the service have been

commercialized which is due to the emergence of a

materialistic age in which financial health of

organization and economic status of an individual

proved to be an important base for evaluating sound

ness, perfection an excellence.

Continue…..• The present study is related to mobile phone services and the

mobile phone service providers are in the prompt line. This service

sector is creating more employment opportunities. The service

expectations of the users of the mobile phone services are very

high and are relative in character. Still the sector has potentiality

and should lay up to the raising expectation of the users. Now, the

present year, the mobile phone service provider has paid attention

to the issue of user’s satisfaction and quality of service. This study

on mobile phone service has tried to analyze the service

characters, and the brand preference of mobile phone users .• www.buzzle.com/ Information -the-mobile-phones-in-the-indian-society.html

STATEMENT OF THE PROBLEM

• Mobile phone occupies a predominant position in the

modern life because mobile phones are used by all

levels of people. A day may come, when the number

of Mobile phone users may be greater than the

number of telephone users. It helps one to send and

receive information anytime and anywhere. The

effective and efficient usage of Mobile phones and

growth of mobile phone sector depends on the Mobile

phone service providers.

Continue…..

• Mobile phone users meet many problems. Problems arising

from the buying a mobile phone, choosing the mobile

phone service provider. Tower problem, variety of terms

and conditions, recharge coupons and roaming charges the

optimum use of Mobile phone facilities is an the vital issue

of the mobile phone users. Growth of the mobile phone

sector very much depends on the mobile phone service

providers. They also meet many problems in their day to

day activities.

Continue…..

• Choices of technology providing better service to the

user, competing with other service providers are the,

major problems for the mobile phone operators. In

Order to ascertain the problems and prospectus of the

mobile phone companies and the service providers in

the study are, this research was undertaken.

REVIEW OF LITERATURE

• Review of literature is essential for every research to carry

on investigation successfully. Hence, the study is based on

the research articles, magazines and thesis. It must stated

that Chapter No. 2

SCOPE OF THE STUDY

• This study has been comprehensive and analytical. The main

focus of this study is to understand the opinion of the mobile

phone users with regard to the service extended by the

mobile phone service providers. This study gives a detailed

analysis on the origin and growth of mobile phone, various

mobile phone service providers in srivilliputtur and

preference of mobile phone user for using the mobile phone

service. The present study is undertaken to understand the

problems faced by the mobile phone users. Further the study

will cover the preference of mobile phone subscribers in

Srivilliputtur.

OBJECTIVES OF THE STUDY

The study has the following objectives,

To analyze the nature of mobile phone service providers to

their subscribers.

To find out the attitude towards the selection of mobile

phones and service providers by the subscribers.

To identify the problems faced by the mobile phone users

regarding to service providers and mobile phones.

To give the proper suggestions to the mobile phone service

providers and mobile phone companies.

HYPOTHESES

• Hypothesis is a tentative proportion

formulated for empirical testing. It is a

declarative statement combining

concepts. In order to achieve the objective

of the present study the researcher has

formulated the following hypotheses.

Continue…..

There is no relationship between the educational qualification

of the respondents and the mode of purchasing of mobile

phone.

There is no relationship between the occupation of the

respondents and the number of years of using mobile phones.

There is no relationship between the usage of GSM mobile

phone and the GSM service providers.

PROFILE OF THE STUDY AREA

Srivilliputhur (srivilliputtur or thiruvilliputtur) is one of the temple towns in Tamilnadu. It is located in Viruthunagar district, Tamilnadu. This town is well connected by road and rail with all major towns in the state. The nearest airport is in Madurai, 75km away from the town.

Period of the Study

• The Study has been conducted during the period from October 2010 to January 2011.

RESEARCH METHODOLOGY

• Research Methodology is an essential aspect of

any research or investigation. It enables the

investigator to look at the problem in a

systematic, meaningful and orderly way. This

study is based on descriptive research. It explores

the existing phenomena of responses given by

the customers towards the brand preference of

mobile phone.

Primary Data

• Primary data is the first hand

information, which has been collected

through direct personal interview

with the help of a structured

interview schedule from the mobile

phone users in Srivilliputtur.

Secondary Data

• The secondary data is an integral part of

any research study or a dissertation report

as it provides information on key variables,

which play a major part in the actual

research. The sources of secondary

collected include: Standard text books,

Journals, Magazines, News papers and the

Websites.

Sampling Design

• Having considered the indefinite universe

and the time at the disposal of the

researcher, it is decided to adopt a

convenient sampling technique. The

researcher selected a sample of only 150

mobile phone users for this study.

Tools of Analysis

• In order to analyse the objectives of this

study, the tools used were Graphs,

Diagrams and charts are used to analyse

the opinion of the respondents, weighted

mean score, weighted arithmetic mean is

used and, Chi- square test was used to

judge the significance.

LIMITATIONS OF THE STUDY

This study has the following limitations

Mobile phone is a global concept, but the present study covers

only srivilliputtur.

The study was depending on the sampling and due to the

limited period, the entire population is not taken into account.

The Research study was fully focused preference of mobile

phone and service providers only. It does not with mobile

number portability, because MNP scheme was start after Jan

20th.

CHAPTERISATION

The study is presented in five chapters including the present one.

1.The first chapter deals with statement of the problem, scope of the study,

objectives of the study, hypothesis to be tested, and area of the study, period of the

study, methodology, tools used and limitations of the study.

2.The second chapter covers Review of Literature in mobile phone services.

3.The third chapter displays Mobile Phone and Service Providers- an overview.

4.The fourth chapter deals Analysis and Interpretations of mobile phone

services.

5.The fifth chapter discloses the Summary of Findings, Suggestions and

conclusions. 

ANALYSIS AND INTERPRETATIONS OF MOBILE PHONE AND SERVICE PROVIDERS

• The preference of the respondents

regarding mobile phone service providers,

factors influencing to purchase issues,

problems faced by the respondents in using

the services and other related issues

aspects are analysed in this chapter.

Table No.1: The Details Regarding General Profile of the Mobile Phone Users

Factors Classification No. of Respondents Percentage

GenderMale

Female

84

66

56

44

Age base Usage15-25 Years

25-35 Years

35-45 Years

45-55 Years

Above 55

18

38

57

20

17

12.00

25.34

38.00

13.33

11.33

Education Up to Higher Secondary

Under Graduate

Post Graduate

Professional

18

38

77

17

12.00

25.34

51.33

11.33

OccupationBusiness

Professional

Employee

Home maker

Student

30

12

50

15

43

20.00

8.00

33.33

10.00

26.67

Monthly IncomeLess than `5000

` 5000 to ` 10,000

`10,000to ` 15,000

Above ` 15,000

35

45

33

37

23.33

30.00

22.00

24.67

Table No.2: Usage of the Mobile Phones by the respondents

Mobile Phones Number of Respondents Percentage

Brand Mobiles 79 52.67

China Mobile 43 28.67

CDMA Mobiles 28 18.66

Total 150 100.00

Source: Primary Data

Table No.3: Using Brand Mobile Phone by the respondents

Mobile Phones Number of Respondents Percentage

Nokia 30 37.97

Samsung 18 22.78

Motorola 12 15.19

Videocon 4 5.06

Sony Ericsson 15 19.00

Total 79 100.00

Source: Primary Data

Table No.4: Using China Mobiles by the respondents

China Mobiles Number of Respondents Percentage

G’Five 28 65.12

Fly 6 13.95

Orion 5 11.63

Karbonn 4 9.30

Total 43 100.00

Source: Primary Data

Table No.5: Mode of Mobile Phone Purchased by the respondents

Mode of Purchase Number of Respondents Percentage

Installment System 30 20.00

Ready Cash 120 80.00

Total 150 100.00

Source: Primary data

The calculated x2 value is (30.85) higher than the table value (7.815) at 5 per cent level of significance level. The null hypothesis is rejected. Hence, there is an association between educational qualification of the respondents and mode of purchasing mobile phone.

Table No.6: Reasons for having Mobile Phone by the respondents

Reasons Number of Respondents

Percentage

Convenience 72 48.00

Easily accessible 37 24.67

Easy to Communicate 28 18.67

Economy 13 8.66

Total 150 100.00

Source: Primary data

Table No.7: Mobile Phone Usage Period of the respondents

Years of Using cell phone Number of Respondents Percentage

Less than 2 years 43 28.67

3 – 5 Years 75 50.00

6 – 8 Years 26 17.33

Above 8 Years 6 4.00

Total 150 100.00

Source: Primary data

• The calculated x2 value is (22.91159) higher than the table value (21.026) at 5 per cent level of significance level. The null hypothesis is rejected. Hence, there is an association between Occupation of the respondents and number of years of using mobile phone.

Table No.8: Nature of Using Mobile Phone by the respondents

Purpose of Using Mobiles Number of Respondents Percentage

Incoming Only 5 3.33

Outgoing Only 23 15.33

Incoming & Outgoing 32 21.33

SMS Only 18 12.00

Incoming & Outgoing and

SMS

72 48.00

Total 150 100.00Source: Primary data

Table No.9: Usage of Mobile Phone Service Providers by the respondents

Service Providers Number of Respondents Percentage

GSM 122 81.33

CDMA 28 18.67

Total 150 100.00

Source: Primary data

Table No.10: Usage of GSM Service Providers of the respondents

GSM Service Providers Number of Respondents Percentage

Airtel 45 36.89

Aircel 18 14.75

Uninor 16 13.11

BSNL 6 4.92

Vodafone 22 18.03

Tata Docomo 12 9.84

Idea 3 2.46

Total 122 100.00

Source: Primary data

The calculated x2 value is (89.5707) higher than the table value (64.885) at 5 per cent level of significance level. The null hypothesis is rejected. Hence, there is an association between usage of GSM mobile phone and GSM service providers.

Table No.11: Usage of CDMA Service Providers of the respondents

CDMA Service Providers Number of Respondents Percentage

Tata Indicom 7 25.00

Reliance 8 28.57

MTS 13 46.43

Total 28 100.00

Source: Primary data

Table No.12: Type of Card Holders of the respondents

Card Holders Number of Respondents Percentage

Prepaid 128 85.33

Post Paid 22 14.67

Total 150 100.00

Source: Primary data

Table No.13: Attitude towards Cellular Service Providers of the respondents

STATEMENTSStrongly

AgreeAgree No Opinion Disagree Strongly

Disagree Total

Weighted Mean Score Rank

Network Coverage

is Excellent

68 47 28 4 3 150 4.15 1

Value Added

Services are plenty

38 27 57 16 12 150 3.42 5

Plan Options are

More Convenient

47 32 36 28 7 150 3.56 4

Call Charges are

Moderate

56 37 23 22 12 150 3.69 3

Activation

Formalities are

Simple

64 37 26 18 5150 3.91 2

Source: Primary data

Table No.14: Benefits of mobile phone service providers by the respondents

BENEFITS I II III IV V Total

Weighted Mean Score Rank

Fast Communication 85 30 22 8 5 150 4.21 1

Security 10 18 37 58 27 150 2.51 4

Wide coverage with low

cost

30 56 49 8 7 150 3.63 2

Privacy 10 8 8 58 66 150 1.92 5

Entertainment18 27 22 45 38

150 2.61 3

Source: Primary data

Table No.15: Problems In Mobile Phone Services Provider

Complaints Number of Respondents Percentage

Problems Faced 34 22.67

Problems Not Faced 116 77.33

Total 150 100.00Source: Primary data

Table No.16: Nature Of The Problem

Complaints Number of respondents Percentage

Poor clarity of Signal 2 5.88

Delayed connection 6 17.65

Lack of coverage 8 23.53

Poor Billing System 18 52.94

Total 34 100.00

Source: Primary data

FINDINGS OF THE STUDY

The major findings of the study are as follows:

From the gender wise classification of the users, it is clear that 56 per cent of the respondents who use mobile phone are male.

The researcher finds that opinions of mobile phone users about usage of mobile phone 52.67 per cent of the respondents are using brand mobiles.

FINDINGS…

The researcher finds that 37.97 per cent of the respondents prefer the Nokia mobile phone.

The researcher has also finds that 65.12 per cent of the respondents are prefer the G’Five mobiles.

The analysis of the mode of purchase of the users indicates that 80 per cent of the respondents are purchasing the mobile phone by ready cash.

It is found that there is relationship between educational qualification of the respondents and mode of purchasing mobile phone.

FINDINGS…

Maximum of 48 per cent of the respondents are purchasing the

mobile phone for their convenience.

The researcher has also investigated the number of years of using

the mobile phone. It reveals that, 50 per cent of the respondents

are using mobile phone 3-5 years.

It is found that there is relationship between occupation of the

respondents and number of years of using mobile phone.

The researcher investigated the nature of using mobile phone 48

per cent of the respondents are using mobile phone for incoming

and outgoing as well as SMS services.

FINDINGS…

Majority of 81.33 per cent of the respondents

are using GSM service providers.

The researcher finds that 36.89 per cent of

the respondents are using Airtel service.

It is found that there is a relationship between

usage of GSM mobile phone and GSM service

provider.

FINDINGS…

The researcher finds that 46.43 per cent of the

respondents are prefer the MTS service provider.

The researcher has made an attempt to know the type

of card holders. 85.33 per cent of the respondents

prefer prepaid card.

Out of five statements attitude towards mobile phone

service providers, most of the respondents are told

that network coverage is excellent with weighted

mean score of 4.15

Out of five benefits of mobile phone service

provider, most of the respondents are rank the

benefits of mobile phone service provider is

fast communication with weighted mean score

of 4.21

FINDINGS…

The researcher finds that 22.67 per cent of the respondents are faced problem in mobile phone service providers. Among them 52.94 per cent of the respondents are facing problems in poor billing system.

SUGGESTIONS

Nokia has got its own brand image, but as the video and

audio is concerned there are lots of complaints from the

customers regarding every brand. The mobile phone

companies should take special efforts to overcome these

complaints in future.

There is close relationship between gender of users and

choice of mobile phone service providers. Majority of mobile

phone service users under this study are males. Therefore,

the mobile phone service providers should follow sales

promotion techniques to attract more females.

Continue…..

Prepaid cards are highly preferred by the customers.

When the customers use prepaid cards they will limit

their talk. When they are induced to use postpaid

cards, limitless talk could be possible without fear of

empty balance. Hence, the companies and dealers

should concentrate more on postpaid business and

create awareness about the usage of postpaid service

and expand the postpaid business to the level of

prepaid business.

CONCLUSION

• The results of the survey show that ‘convenience’ is the most

influencing factor for mobile subscribers. Any rise or fall in tariffs

directly affects mobile phone usage. A better and customer

friendly tariff and a problem free service provider can hope to tap

the customer resources and top in market share. In addition,

multiple usages of mobile phone and better service are other

factors influencing customers. It can be concluded that the

existing customers are satisfied with the mobile phone services.

By creating more awareness, better coverage, connectivity and

new schemes the prospective consumer can be generated.

BIBLIOGRAPHY

• Donald R. Cooper, Pamel S Schindler, Business Research Methods, The Mc Graw Hill Companies, 2006.

• Kothari, C. R. Research Methodology Methods and Techniques, New Age International Pvt. Ltd, New Delhi, 2005.

• JOURNAL REFERENCES• Mayank Vinodbhai, A Study of Mobile Phone Usage among

the Post Graduate Students, Indian Journal of Marketing, Vol. XXXVIII, No. 4, April 2008, pp.13-21.

•  • WEBSITE REFERENCES • http:/

www.buzzle.com/ Information -the-mobile-phones-in-the-indian-society.html

• http://en.wikipedia.org

Thank You