CONSUMER PREFERENCES TOWARDS VARIOUS INTERNET BROADBAND SERVICES: A STUDY OF PAU STUDENTS AT LUDHIANA
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Date
2009
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Publisher
Punjab Agricultural University
Abstract
The aim of the study was to the identify the factors influencing the buying
behavior of consumers towards various internet broadband services and an attempt was
made to identify those factors that motivate the consumers to buy these broadband
services. The study was restricted to students of PAU Ludhiana only. One hundred
respondents were selected with the help of convenience sampling for the purpose of study,
from each college of the university 25 students were selected. Data was collected by using
structured questionnaire and the data was analyzed to take relevant information on the
qualitative and quantitative aspects of the research project. ‘Connectivity’ and ‘Installation
time are the two most important factors influencing their purchase behaviour. Friends and
relatives were the most important source of information about internet broadband services
and cyber café were the next important source of information. Most of the people were not
using the dial up due to the problems of getting the phone line busy