Telecommunication market in India is galloping with lightening speed. In spite of its swift growth trajectory and huge size of the projected market, the players in this space are experiencing difficulty in coping up with competitive pressures. To survive and to flourish in this arena, the marketers have no choice but to design and execute superior strategies. Conventional approach based on gut feel and common sense, is to be replaced by the strategies of sophisticated kind which are based on sound principles of established theories.
This study aims at identifying the criteria used by the consumers while buying mobile handsets and ascertaining the weightage for each of them. Using the framework of Original Fishbein Model (Multi Attribute Attitude Model), the study analyses the attitude of the buyers towards prominent brands in the market and its relationship with choice decision.
The output of this study is believed to be of value for the practicing marketer and academic in the area of Marketing and Consumer behaviour.
Mobile Phones, Telecommunication, Multi Attribute Attitude Model, Fishbein Model, Buying Decision Process
