Assistant Professor, Bharatiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi, India, E-mail: ajitabh001@gmail.com
This study aims to investigate customers’ perception regarding different brands of telecom operators in the prepaid segment on the basis of certain selected attributes like price, Network coverage, Internet connectivity, value-added service and after sales service.
Data were collected from 30 respondents consisting of 10 customers from three telecom operators, namely Airtel, Vodafone and Reliance, and analysed using discriminant analysis through SPSS (Statistical Package for Social Sciences) 20 Version.
It was found that Network coverage and valueadded services are the most important attributes of Airtel on which it has been positioned in the mind of the customer, whereas Vodafone has positioned itself on the basis of after sales service and price. Reliance was weak in all the selected attributes for the study.
This study confines to the city of Bhubaneswar only. And finally, the author has considered only three telecom operators which have a maximum level of coverage in the city as well as state.
Telecom service providers should rely on nurturing the attributes on which they were found to be weak for developing and maintaining their market position in the state.
Perception, Perceptual mapping, Telecom operators, Price, Network coverage, VAS, Internet, Service
