NIKITA NAYAK- 21202247

SATYABRATA PANDA-21202331
AVISHEK PAUL-2120223
JYOTISMAN PATNAIK-21202242
RAJ KISHORE SINGH-21202257
1.PRICE
There are three components to the concept of price: objective price, perceived non-monetary price, and
sacrifice . The objective monetary price (simply put, the amount of money paid for product) is not equivalent
to the perceived price (that is, the price as understood and recorded in the mind of customer) since
customers do not always know or remember the actual price paid for a product. Price plays a vital role in
telecommunication market, especially for the mobile telecommunication service providers. The correlation
between price and customer loyalty which explains that satisfaction of customers in telecom market
depends on factors like attractive call rate, internet browsing fees, price schedule variation and so on. The
perception of price fairness plays an important role in any exchange transaction. The feeling of fairness
depends on the gain-loss ratio felt by both partners in the exchange. From the customer’s perspective, the
gain is the product to be received, whereas the loss is the money to be paid. Price is a vital impact on
switching behavior of customer to switch from one service provider to another. As in telecommunication
industry, the brand switching cost is relatively low, so customers easily switch to another network, which
offers competitive prices and quality. In this regard, operators should be more careful in determining and
maintaining price structure of call and variety of services offered to customers, otherwise switching
tendency of customers across operators will be increased and resulting lessening the loyalty of customers.
2.BRAND IMAGE
Brand concept has been frequently discussed in marketing literatures. Brand building is not only an
important driving force for marketing physical products, it is also a vital issue for service firms . It is
thought as the perception or mental picture of a brand formed and held in customers’ mind,
through customers’ response, whether rational or emotional . It is revealed through literature that
positive brand image results in greater brand equity and customer preference towards a brand due
to its market position and due to the higher demand of the brand among their social circle. Brand
image also help companies to attract other network users and prevent customer switching behavior
for their current customers. According to increase in brand image or identity will also increase
customer loyalty to the brand simultaneously. It is therefore concluded that a positive brand image
is supposed to meet customer’s expectation and offer more benefits to customer, which may lead
to customer satisfaction and trust.
3.QUALITY OF SERVICE
In the telecommunication industry the quality of services is identified through innovation, communication
and value added services. Quality of service is not only an important factor of customer satisfaction in
manufacturing industries but also in service firms. It also shows indirect relation as mediating with
customer relation and quality of services linked with brand loyalty in prospects of telecom industry
regarding cellular services. When the customers will not get the quality of service which they were
expecting before the purchase their trust will shake which in turn makes the customer dissatisfied and this
ends up in customer switch to other service provider. So it can be concluded that if customer finds the best
quality of service conveniently, they would be less price sensitive and be loyal.
4.FAMILY, FRIENDS AND RELATIVES
Social factors are societal norms, values and sagas are also affecting the buying behavior of customers like
reference groups, family members and role & status of each member in society. It may be noted that
family, friends and relatives have positive impact on customer satisfaction thus increasing customer
retention. According to customer always keep in mind their family or friends are using which network in
choosing a network. The reasons for switching network from one to another as any of the family members
have that network connection. Researcher also suggests that cellular provider should invest on network
coverage, better FNF offers (Family and friends packages) and finally get feedback from customer to
improve their services continuously to avoid the behavior of switching.
5.CUSTOMER SATISFACTION AS MEDIATOR
Customer satisfaction can be defined as the evaluations made by customers based on all the purchase
experiences, disregarding any specific purchase experience. Accordingly, in the present study we will
conceptualize customer satisfaction as the overall consumption perception of customers when using
mobile communication services. Service switching intention is conceptualized a customers’ desire to
replace the current service provider with another competitor; and consequently we define the switching
intention as a negative consequence of a service company, referring to the likelihood of a customer
switching the current mobile service provider to another one. Organizations’ success is totally dependent
on the customer satisfaction. Improvements regarding betterment of price, quality services and good
brand image would certainly lead to greater customer satisfaction. Customer satisfaction is one of the key
factors in modern marketing and customer behavior analysis. Customer satisfaction has positive effects on
the customer retention so Mobile operators should shift focus on building corporate image and analyze
more carefully the reason for customers to switch brands in this industry in order to increase loyalty among
these customers. Therefore any bad service will most probably be experienced by a customer, which
results in customer’s dissatisfaction and leading towards brand switching.
6.CUSTOMER SWITCHING BEHAVIOR
Brand switching occurs when a customer switches their allegiance from one brand of a certain type of product
to another brand. Brand switching behavior has long been of interest to marketing researchers at modeling
brand switching behavior and providing a useful representation of the influence past purchase on current
purchase .Customer behavior is the psychological processes that customers carry out in recognizing needs,
identifies the means to resolve these needs and making purchase decisions. Evidence shows that price,
inconvenience, and quality of service are important factors that affect the customers brand switching behavior.
Companies can maintain long-term relationship with customers and prevent their behavior towards switching
their brand. Brand switching regarding cellular companies are becoming very important because it has both
aspects that one company is losing their customers while other company is getting customer at same time. But
in prospects of customer arbitrary behavior are becoming alarming for companies to sustain their customers
and to reduce customer turn rate as long term customer relationship means long term profitability. It may be
concluded that, when any company loses a customer they are not only losing future earnings but incurring the
cost of finding new customers as well.The influence of four variables, namely price, quality, image and
influence family on satisfaction and switching behavior of customers in telecommunication industry. A
qualitative approach has been employed to measure the relationships between the variables of the study.
FACTORS TO BE KEPT IN MIND WHILE
FRAMING AN IDEAL QUESTIONNAIRE.

• An ideal questionnaire should always be structured.

• Avoid getting it lengthy.
• Should be valid and reliable.
• Clear to understand and interesting to answer.
• Should be independent of any bias.
• Avoid repetition of questions.
• Use of statistical devices like SPSS, MS-Excel.
• Pilot test should be conducted before circulation.
THE SURVEY
When the respondents were asked if they are willing
to switch their telecom operator, almost 56% were
unwilling, while 13% willing will rest 30% who were in
the dilemma. Either they want to switch or not. We
can understand that these 30% specially who are in
the dilemma will surely attempt to switch their
telecom operator if they are given or served with
better offers or cheaper prices, or the surface facilities
they desire for.
Also in this survey we can see and understand
that before choosing the telecom service, most
of the people take suggestions from either their
friends and relatives or Google and alongside
their highly dependent on their own
perceptions. In this world where even choosing
their mobile or washing machine when people
go to take suggestions from YouTube or
shopkeepers in the sector of telecom industries
this factor is not seen to be working that much.
So we can can make the conclusion that the
friends and relatives are one of the most
dominant and influential factors when someone
is choosing a telecom service partner.
Moving forward when the respondents
were asked about the telecom services
They can't compromise with at any cost,
the services, like the speed, accessibility
and price were the most important
services from them having their place at
the top of their priority list. It is very
fascinating to know that company
reputation and customer care support,
which is one of the very important factors
to choose a brand, is in most of the
products is not that much applicable when
a person is choosing their telecom partner.
Also a customer satisfaction survey was
conducted which showed that almost 75%
consumers were merely satisfied with
their existing telecom service partner,
while very less being unsatisfied. This
shows that almost every telecom service
partner is giving The desired facilities
needed to their customers. The only
difference might be in the price and
accessibility, which is a key factor where
few brands higher customer base while
few with lower.
Later to that on scale of five, how much
given facilities mail there The customer
to switch their current telecom partner
Was surveyed, this service is being
better speed, better accessibility,
cheaper cost, better offers and better
customer care. And their preferences
are plotted in the given chart below to
get an understanding about the
customer behavior and their
perception.
Later the respondents were asked if the brand reputation
influence their decision to switch their telecom operators
and once it shows that the customers are almost equally
divided into each section B it and yes, no or maybe, where
most of the people think that it doesn't include influence
which is 39% population, while the 36% population think
that it do has an influence.
The same question was made regarding the brand,
advertisements and promotional activities. If they have
an impact on their customer decision to choose their
telecom partner or not, then also it was seen that for
most of the public which was 45%, the advertisement and
promotional activities from companies Didn't had any
impact on their choice, while 34% were influenced by the
promotions and ads.
Lastly, it was also asked to the respondents in the
company, good or bad CSR activities and steps might
influence their decision to choose or switch their telecom
operators on or not, and it was seen that it did had a huge
impact on the general public, with 72% opting for a yes
and making it clear that a company, CSR, activities are
important for there Customers.
What impacts your buying behavior the most?

Also, in the end, suggestions were taken from the general public and
the respondents about what things that a company should do to
increase and enhance its customer base and make the customers
more satisfied. Her most of the respondents desired better customer
service and better speed with accessibility in most of the reasons of
the country. Also few of them gave their priority to the CSR activities of
the company and the polite behavior of the company employees
towards them and the way the company treats its tumors.
Conclusion.
On the basis of the conducted survey, we can get a brief understanding about the customer
buying behavior and perception towards the companies they are using or they are willing to
switch in terms of the telecom sector.

Also, it was seen that in terms of the telecom sector here. The speed, accessibility and price
were on one of the most primary priorities for the customers while the friends and relatives
and their Google and their own perception as the most influential factor in making their
decision to choose or switch their telecom operator. Most of the respondents were seen
satisfied while 43% did had in mind that they may switch their telecom operator if they had a
better opportunity or offers from some other telecom service provider or company.

In the end, it was also seen that the brand, advertisement and promotions did not have a lot of
impact on the customers and so did. The same goes for the brand reputation. But the CSR
activities of a brand did have a great impact on the customers and their level Of satisfaction or
their level of choice and perception towards that brand.
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EXCEL SHEET:

Microsoft Excel
97-2003 Worksheet
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