Post purchase reaction of urban consumers' on mobile services in West Bengal

Abstract

India has become one of the fastest growing economies in the world over the last two decades. In fact, the commendable performance of the Indian economy has placed Indian economy in Goldman Sachs as it could be one of the four most dominant economies by the year 2050. One of the striking aspects of India’s recent growth has been the dynamism of the service sector. The Indian mobile market has undergone a revolutionary change over the past few years to become one of the leading mobile markets on the global map. The main objective of the study is to find out the reaction of urban consumers after purchasing the mobile services provided by various operators in West Bengal. The area chosen for the study is West Bengal, which comprises prominent urban areas namely Durgapur, Baharampur, Siliguri, Kolkata and Kharagpur. Two Stage Cluster Sampling Method has been used to find out the responses from the respondents. A well structured questionnaire has been designed & 210 respondents have been chosen from various areas of West Bengal. To find out the result at first Exploratory Factor Analysis (Principle Component) has been used then Regression analysis has also been used to get the final outcome. The result reveals that if consumers are satisfied with the services providing by particular service provider then consumers will inform everyone & share positive views about the services. The consumers also revealed that consumers are mainly thinking that the reason behind price hike of the services is the advertisements floating everywhere.