Consumer preferences for mobile service providers: An empirical study in Bardoli

Huge competitions, advancement in technology and reduced tariff have propelled the growth of mobile services in India. In the last five years, the industry has made tremendous growth in terms of subscriber base. Today, cell phones have become indispensable for people and moved beyond their fundamental role of communication. They have become a major source for gaming, getting information, shopping, banking, entertainment and much more. Since the Indian Mobile Service Provider (MSP) market is overcrowded, customers have many choices of MSPs. Nowadays; customers have become smarter and consider various factors before choosing an MSP. Therefore, it is really important and beneficial for the marketers of MSPs to understand and analyze the preferences of customers. By using factors analysis, this paper highlights the factor considered by the customers to shape their preference for MSP. Further, the study evaluates the impact of motivators on subscription decision for a particular service operator, and gives a guideline to the marketers of MSPs to increase their subscriber base.