*Professor of Commerce, Department of Commerce, H.P. University, Shimla-5
**Assistant Professor of Commerce, Department of Commerce, RGM Govt. Degree College, Joginder Nagar, Distt. Mandi, (H.P.)-175015
Online published on 13 June, 2013.
The telecom sector has become one of the fastest growing sectors in the world. The growth of this sector is closely co-related to the behavior of the customers. In this paper an attempt has been made to find out the customers behavior towards various cellular services. The present study is empirical one and opinion of sampled respondents regarding the cellular services viz., satisfaction level, future, effect of brand ambassador and tariff plan, best cellular service, ranking, advertising media, etc. have been collected and analyzed. It is clear from the study that Customer behavior towards the cellular service has been promising in Himachal Pradesh. Telecom industry has shown a significant improvement in the state. It has resulted in increase in number of operators and as a result competition is growing due to the entry of new players in the market and the customers are getting high level services in terms of network, voice clarity, economical call rates and many other value-added services. The future of industry is also bright as the customers accept the new technology that comes in their way.
