Mobile data usage behavior: A study on bottom of the pyramid market

Internet connectivity and its relevant use on mobile through data can provide access to range of life enhancing services for Bottom of Pyramid Market (BoP) market. This paper is intended to provide a valuable insight for telecom players and policy makers to segmentrelatively unexplored BoP market. The recent phenomenon of mobile data usage behavior of telecom customers in the BoP market based on a large sample survey of telecom usersusing convenience random sampling is discussed in this study. Hypothesis of the study was mobile data consumption has a significant impact on various demographic factors. The questionnaire was administered to masons on construction sites, roadside vendors,and helpers of shop-keepers, office boys, Cycle Rickshaw pullers and house maids working in urban set up but falls in the category of BoP market segment. Data is analyzed using SPSS version 20. Descriptive statistical tools like frequency distribution and Cross Tabulations, Chi Square and ANOVA are used to interpret the data. Scope of the study will help the marketers to analyze the impact of mobile data usage by BoP customers thus helping them to provide data services relevant to improve their livelihood.