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A STUDY OF PREFERENCE AND SATISFACTION TOWARDS MOBILE SERVICE PROVIDERS AMONG RURAL AND URBAN CONSUMERS
(PAU Ludhiana, 2012) MONEY DHINGRA; Gagandeep, Banga
The present study was undertaken to understand and compare the preference and satisfaction of rural and urban consumers towards mobile service providers. The study consisted of all the rural and urban consumers of Ludhiana District. The study was conducted by selecting company outlets of five mobile service providers, one each of Airtel, Idea, Reliance, Vodafone and BSNL, were selected from both urban and rural areas on convenience basis. Further 20 customers from each company outlet were selected on random basis. Thus, 100 urban and 100 rural customers, i.e. a total of 200 customers were selected for the study. The primary data was collected with the help of structured and non disguised questionnaires. The results showed that rural respondents consider economical calling, network coverage, customer service, as the most important factors influencing their choice of mobile service providers. Urban respondents consider economical calling, network coverage, customer service and roaming services, as the most important factors influencing their choice of mobile service providers. It was also found that 69 percent of rural respondents and 56 percent of urban respondents would recommend others to subscribe to their mobile service provider.