Article : A Comparative Study Of SMS Package With Special Reference To AIRTEL, IDEA, VODAFONE And TATADOCOMO

Title

A Comparative Study Of SMS Package With Special Reference To AIRTEL, IDEA, VODAFONE And TATADOCOMO

Author

Anita D’souza

Short Message Service (SMS) is used worldwide by many corporations in order to communicate with consumers. The objective of this study is to investigate the use of SMS in young consumers and their responses to SMS as a potential communication vehicle by the companies. The results reveal that SMS, in general, has a positive acceptance by young consumers as a communication tool since it is an integral part of their life and seems to be an effective tool by enterprises in reaching consumers. In the era of information explosion, people are to be provided with quick and timely access to information. Indian Telecom industry is one of the fastest growing telecom markets in the world. In telecom industry, service providers are the main drivers; whereas equipment manufacturers are witnessing growth. In this light, the present study deals with consumer preferences and their satisfaction level towards the mobile phone service providers available in Hyderabad. The results derived from the study indicate that the factor that induces the consumers to buy a particular mobile phone operator is call tariffs followed by network coverage and brand image. Mobile Number Portability (MNP) was launched in India on 25th November, 2010 in the state of Haryana.

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