An Analytical Study of Marketing Mix Elements Causes Customer Acquisition for Telecommunication Service Providers: Using Factor Analysis

The present study investigates and evaluates ‘marketing mix elements’ which affects acquisition of customers for telecom service providers. A questionnaire was developed and distributed to telecom customers in and around Pune city, using convenience sampling technique. The total sample consists of 596 respondents. Data was analyzed by using factor analysis in SPSS version 17.0. The study provides evidence and an insight on various variables used for analysis and reveals Credibility of Service Provider, Service Affordability, Variety of Offerings, Value for Money and Advertising Efforts have given more significance by customers.