An Empirical Analysis of Dongle-Based 3G Internet Pack selection Behaviour & Evaluation of Competitive Market Standing of different Internet Service Providers in Siliguri Town of North Bengal

The study here tries to explore the major influential factors governing 3G Dongle based ISP brand preference & purchasing intention among internet users of hill town Darjeeling & Siliguri tier-I city in plains of North Bengal. The study was carried out between March 2015 and May 2015 among the city dwellers sampled from Darjeeling town & Siliguri. The study established that in Darjeeling district of northern West Bengal, citizens of Siliguri are more powerful in influencing potential 3G internet users to prefer & select 3G Dongle based Internet Service Provider (ISP) brand than their counterparts of Darjeeling. More importantly too, it was established that out of eight variables studied, network service quality is the strongest influencing factor among 3G internet users of Siliguri while in Darjeeling, network contingency factor matters most.