CHAPTER 1: INTRODUCTION: 1.

1 Background of the Study In Nepal, the two main mobile service providers are Ncell and NTC. Ncell Private Ltd. stands as a privately owned GSM mobile operator in Nepal and is the first company to operate private GSM services in telecommunications sector of Nepal with the brand name MERO MOBILE which was rebranded as Ncell in 12th March 2010. It broke the monopoly held by the state-owned telecommunications company, Nepal Telecom by building a new arena in cellular telephony services. The company is now owned in 80% by Swedish/Finnish TeliaSonera Holdings. Ncell Private Limited was previously known as Spice Nepal Private Ltd., established in the year 2004 with the license issued by Nepal Telecommunications Authority to operate GSM mobile services both Post-Paid and Pre-Paid in the country and commercially launched its services on September 17, 2005 in the capital valley and vicinity. Within the time span of 2 years of operation (since its commercial launch) Ncell has extended services to different areaof Chitwan, Hetauda, Birgunj, Simara, Biratnagar, Itahari, Dharan, Janakpur, Nijgadh, Rajbiraj,Kakarbhitta, Bhadrapur, Pokhara, Butwal, Bardagath, Bhairahawa, Nepalgunj, Sur khet, Dhangadi and Mahendra Nagar. 14 out of the 14 zones of Nepal are covered with Ncell. Ncell is gradually expanding its network coverage in various urban, semi-

urban and rural areas of the country. In many places Ncell is providing services to the subscribers by installing and using satellite equipments and network. Nepal Telecom or Nepal Telecommunications Corporation (NT/NTC) is the leading and the largest government owned telecommunication company of Nepal. It is also known as Nepal Doorsanchar Company Limited (NDCL). A former government monopoly, it was converted into a Public Limited Company on April 14, 2004. Nepal Telecom was the only provider of basic telephony services in Nepal until United Telecom Limited started providing services in 2003.

The Central Office of Nepal Telecom is located at Bhadrakali, Kathmandu. It has branches, exchanges and other offices in 184 locations within the country. It is the sole provider of PSTN, ISDN and Leased-Line services in Nepal. Following the entry of [Ncell] into Nepal's telecommunications industry in 2005, it is no longer the only provider of GSMservice. With 4,828 employees, it is one of the largest corporations of Nepal. It has a total of 243 telephone exchanges in various part of the country serving 559,380 PSTN lines, more than 2.7 million GSM cellular phones and 716,000 CDMA phone line as of May 2009. According to recent data, there are about 4,990,190 net users of NTC including all those of GSM, CDMA and PSTN. 1.2Statement of the problem: The purpose of the study is to identify the customer preference of the mobile service of Nepal. This survey will help to know how satisfied are the consumers with their service providers.. This survey seek answers to such queries as: Is there any relationship between education level and preference of customers to the mobile service providers? Does the family member or friend group influence the selection of service providers? Does the occupation and sex influence the selection of service providers? This survey will help to identify what services the consumer wants from their service providers and even help to know whether they are planning to switch to other service providers for better service or not.

1.3 Objectives of Survey: This project aims at studying the present market scenario. The major players in the market today are Ncell and Ntc, which are the most powerful service providers of Nepal with huge markets. All companies want to capture the market study concerns with evaluating fast developing area and so all the service providers were taken to measure the satisfaction of customer The main objective of the study is: 1. To study about the present service providers in the market.
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2. To study the customer satisfaction level towards their mobile service providers. 3. To study and identify how the customers are benefited 4. To evaluate whether the major service provider satisfied their customer or not. 5. To assess the needs, requirement and expectations of the customers in order to assess their current satisfaction levels. 6. To know the attitude, enthusiasm regarding the service providers to customers 7. To understand the performance of different brands in the market on various parameters service quality, price, network, performances, range etc. 8. 1.4 Research Question and Hypothesis 1. For testing the relationship between mobile service and gender Null hypothesis (Ho) : Mobile service has no relation with gender. Alternative analysis (H1): There is relationship between mobile service and gender. 2. For testing the relationship between mobile service and age Null hypothesis (Ho) : Mobile service has no relation with age. Alternative analysis (H1): There is relationship between mobile service and age. 3. For testing the relationship between mobile service preference and education level. Null hypothesis (Ho) : Mobile service has no relation with education level. Alternative analysis (H1): There is relationship between mobile service and education level.
4. For testing the relationship between mobile service preference and occupation.

Null hypothesis (Ho) : Mobile service has no relation with occupation. Alternative analysis (H1): There is relationship between mobile service and occupation
5. for testing the relationship between mobile service preference and monthly income.

Null hypothesis (Ho) : Mobile service has no relation with monthly income. Alternative analysis (H1): There is relationship between mobile service and monthly income.
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6. For testing the relationship between mobile service preference and network.

Null hypothesis (Ho) : Mobile service has no relation with network. Alternative analysis (H1): There is relationship between mobile service and network
7. For testing the relationship between mobile service preference

and

simcard and

recharge card availability. Null hypothesis (Ho) : Mobile service has no relation with simcard and recharge card availability Alternative analysis (H1): There is relationship between mobile service and simcard and recharge card availability 8.For testing the relationship between mobile service preference and call price. Null hypothesis (Ho) : Mobile service has no relation with call price. Alternative analysis (H1): There is relationship between mobile service and call price 9. For testing the relationship between mobile service preference and offers provided. Null hypothesis (Ho) : Mobile service has no relation with offers provided Alternative analysis (H1): provided 10. For testing the relationship between mobile service preference and increasing There is relationship between mobile service and offers

facilities and services. Null hypothesis (Ho): Mobile service has no relation with increasing facilities and services Alternative analysis (H1): There is relationship between mobile service and increasing facilities and services

1.1 ASSUMPTIONS For the successful accomplishment of the objective of the study, following assumptions have been made: For the significance of the test, the significance level is assumed to be 5% for all the relationship testing Chi-square Test.

Chapter : 2

2.1 Literature review According to literature review extracted from source www.wikipedia.com, we can state the following things: The term preferences is used in a variety of related, but not identical, ways in the scientific literature. This makes it necessary to make explicit the sense in which the term is used in different social sciences. In psychology, preferences could be conceived of as an individuals attitude towards a set of objects, typically reflected in an explicit decision-making process (Lichtenstein & Slovic, 2006). Alternatively, one could interpret the term preference to mean evaluative judgment in the sense of liking or disliking an object (e.g., Scherer, 2005) which is the most typical definition employed in psychology. However, it does not mean that a preference is necessarily stable over time. Preference can be notably modified by decision-making processes, such as choices (Brehm, 1956; Sharot, De Martino, & Dolan, 2009), even in an unconscious way (see Coppin, Delplanque, Cayeux, Porcherot, & Sander, 2010). Method to Measure Customer Preferences and Satisfaction Companies use the following methods to measure customer satisfaction. 1) Complaints and suggestion system: Companies obtaining complaints through their customer service centers, and further suggestions were given by customers to satisfy their desires. 2) Customer satisfaction surveys: Responsive companies obtain a direct measure of customer satisfaction by periodic surveys. They send questionnaires to random sample of their customers to find out how they feel about various aspects of the companys performance and also solicit views on their competitors performance. It is useful to measure the customers willingness to recommend the company and brand to other persons.

3) Lost Customer Analysis: Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. 4 ) Consumer Behavior Vs Consumption Behavior: Consumer behavior refers to the manner in which an individual reaches decision related to the selection, purchases and use of goods and services. Walters and Paul says that, consumer behavior is the process whereby the individuals decide what, when, how and from whom to purchase goods & services. Consumer behavior relates to an individual person (Micro behavior) where as consumption behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers behavior as a study focuses on the decision process of the individual consumer or consuming unit such as the family. In contrast the consumption behavior as a study is to do with the explanation of the behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot, around which the entire system of marketing revolves. The study of buyer behavior is one of the most important keys to successful mark Cell phones and importance in present world Cell phones have become a necessity for many people throughout the world. The ability to keep in touch with family, business associates, and access to email are only a few of the reasons for the increasing importance of cell phones. Today's technically advanced cell phones are capable of not only receiving and placing phone calls, but storing data, taking pictures, and can even be used as walkie talkies, to name just a few of the available options. Cell phones are the perfect way to stay connected with others and provide the user with a sense of security. In the event of emergency, having a cell phone can allow help to reach you quickly and could possibly save lives. However, the importance of cell phones goes way beyond personal safety. Modern cell phones are capable of internet access, sending and receiving photos and files, and some cell phones are equipped with GPS technology, allowing for use in most locations around the world and allowing the cell phone to be found or the user located in the event of loss or emergency.
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Cell phone reception has become reliable and of high quality due to advances in wireless technology. Wireless service providers offer excellent packages and promotions for cell phone users. Finding a dependable service provider is no longer an issue for cell phone users. The expansion of the wireless service provider industry gives cell phone users a choice and the increased competition has caused a drop in prices of wireless cell phone service. According to Wikipedia.com The Need to Measure Customer Satisfaction: Satisfied customers are central to optimal performance and financial returns. In many places in the world, business organizations have been elevating the role of the customer to that of a key stakeholder over the past twenty years. Customers are viewed as a group whose satisfaction with the enterprise must be incorporated in strategic planning efforts. Forward-looking companies are finding value in directly measuring and tracking customer satisfaction (CS) as an important strategic success indicator. Evidence is mounting that placing a high priority on CS is critical to improved organizational performance in a global marketplace. With better understanding of customers' perceptions, companies can determine the actions required to meet the customers' needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out path future progress and improvement. Customer satisfaction measurement helps to promote an increased focus on customer outcomes and stimulate improvements in the work practices and processes used within the company. When buyers are powerful, the health and strength of the company's relationship with its customers its most critical economic asset is its best predictor of the future. Assets on the balance sheet basically assets of production are good predictors only when buyers are weak. So it is no wonder that the relationship between those assets and future income is becoming more and more tenuous. As buyers become empowered, sellers have no choice but to adapt. Focusing on competition has its place, but with buyer power on the rise, it is more important to pay attention to the customer.
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Customer satisfaction is quite a complex issue and there is a lot of debate and confusion about what exactly is required and how to go about it. This article is an attempt to review the necessary requirements, and discuss the steps that need to be taken in order to measure and track customer satisfaction. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel even though its facilities and service would be deemed superior in absolute terms

Indian Cellular Mobile Service In the last ten years, the mobile revolution has truly changed the socio-economic landscape of India and played a pivotal role in the growth and development of the economy. According to Cellular Operator Association of India (COAI), India ranks between the top ten telecom network in the world and the second largest in Asia. India is also one of the fastest growing markets in mobile communications. Telecom Regulatory Authority of India's report on Telecom Services Performance (TRAI, 2010) indicates cellular mobile subscriber base touching 635.71 million in June 2010. Growth in India's mobile telephone sector has been nothing short of spectacular in the past few years, aided by higher subscriber volumes, lower tariffs and falling handset prices. India is home to a number of global mobile operators working with local companies and
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mobile market has consistently experienced very high annual growth rates with the continuous decline in tariff. The mobile sector subscribers India have grown from around 10 million subscribers in the year 2002 to 250.93 million by the end of February 2008. According to Telecom Regulatory Authority of India (TRAI), a total of 8.49 million telephone connections were added during February 2008. The annual growth of mobile cellular services recorded in India during the last few years has been nearly 100 percent, but still, after over a decade of start of mobile services in the country, only 30 percent of the 600 million addressable markets of mobile users in the country of over one billion people have been reached. Today, around eight million new telephone subscribers are being added in India every month. This is mostly in the mobile telephone segment. The telecommunication sector, especially the mobile phone sector, in India is one of the fastest growing business segments of the country which provide a lot of value addition to the society with it's service and creation of employment opportunities. At present there are fifteen mobile phone operators in the country - Bharti Airtel Limited (Bharti), Reliance Communications Limited (Reliance), Vodafone Essar Limited (Vodafone), Bharat Sanchar Ni-gam Limited (BSNL)- Government of India owned public sector company, Tata Teleservices Limited (Tata), Idea Cellular Limited (IDEA), Aircel Limited (Aircel), Unitech Wireless Limited (Unitech), Mahanagar Telephone Ni-gam Limited (MTNL), Sistema Shyam TeleServices Limited (Sistema), Loop Mobile (India) Limited - Formerly BPL Mobile (Loop Mobile), Videocon Telecommunications Limited (Videocon), S Tel Private Limited (S Tel), Himachal Futuristic Communications Limited (HFCL) and Etisalat DB Telecom Private Limited (Etisalat). All of them compete with each other to grab customers by providing wide range of services. They not only offer basic services of cell phone but also produce other value added services. Along with the normal services all of the operators are now offer internet facilities which enable the subscribers to reach the whole world through internet easily and their services includes prepaid, postpaid, internet, value added services, roaming and devices.

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Detail of Cellular Mobile subscriber in India is shown in table I and figure I depicts market share of cellular mobile service providers in India.

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The hasty growth and development in information technology and mobile devices has made the Indian mobile phone service markets more and more competitive. It is assumed by all mobile service providers that value added services increases the customer loyalty. But does value added services fulfill all the customer needs and is it the only factor that play a significant role in maintaining and building up the loyalty of the customers. On the other hand according to Lee et al (2001) the mobile providers should build up customer commitment by providing good quality service to their customers. (Paulrajan Rajkumar, Journalof Technology Management & Innovation

J. Technol. Manag Innov. 2011,Volume 6, Issue I p.38-4) Service Quality of Cellular Mobile The success of telecommunication industry depends on prudent efforts and feasible investments. In a competitive market, service providers are expected to compete on both price and quality of services and also it is necessary for the service providers to meet the consumers' requirements and expectations in price and service quality (Melody, 200I). The positive relationship of service quality with customer satisfaction (Danaher and Mattsson, 1994; Kim et al., 2004), customer preference (Ranaweera and Neely, 2003), profitability
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(Fornell, 1992; Danaher and Rust, 1996), competitiveness (Rapert and Wren, 1998), is well proven in the academic literature. Government of India-Department of Telecommunication's data shows that, both BSNL and MTNL are losing market share to private operators in the mobile telephony segment. BSNL and MTNL together are down from a 17% market share at the beginning of March 2008 to 13.6% in August 2009. In contrast, the private sector's share jumped from 83% to 86.4% during the same period. So the challenge for the mobile service providers in India is to find out the critical factors that influence the customer's preference. Investigators have also found customer satisfaction from a multi dimensional nature and view overall satisfaction as a function of satisfaction with multiple experiences with the service provider. In general satisfaction is developed on the information from all prior experiences with the service supplier and is consider as a function of all prior transaction and information (Parasuraman et al., 2000). Nowadays cellular mobile is a very necessary products for our daily communication. Customers are mainly purchase this product for instant communication and various services provided by the companies. Services mainly depend on some factors and customers are always try to buy that product which has many factors or attributes fulfilling their desire. Recently the concept of customer satisfaction has received much attention. In cellular mobile market, customers bring higher expectations for communication from its service providers and if companies are not able to meet these expectations, the customers will take their business elsewhere. The consumers want and expectations are altering all the time, this directs to a condition where customers create ever higher benchmarks. Applying customer satisfaction approach means recognizing customers, and then finding their wants and expectations, and to end with their perceptions. A company's most important success factor is the ability to deliver better customer value than competitors do, and the objective of a strategy is to deliver value to the customers in order to provide required returns to the shareholders and employees (Riggs, 1983). There are many variables and Factors Determinants the Choice of Mobile Service Providers. 2.2 Theoretical Framework : Customer preferences has been identified as the dependent variable whereas the factors like: age, occupation, education level, network availability, simcard availability, call price,
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offers provided, increasing facilities and services etc have been identified as independent variables.

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CHAPTER 3: METHODOLOGY AND SAMPLING DESIGN

3.1 Research Design Exploration is the first stage of any research study. This research tries to find out different aspect of customers preferences for mobile service providers of Nepal. . So, simply this study is exploratory research. Also, this is a comparative study which can be categorized as co-relational research. Through this study it is known that relation between variable exists. For example, age of respondents , their education, occupation, cost, goodwill with the mobile service providers. In fact, we also can say it is an explanatory research where the independent variables have been ranked to define dependent factor. The research design is based on survey conducted through the questionnaire along with small interviews with the respondents. Survey is done among different respondents of Kathmandu valley in term of their profession. Type of Research: The study will be focused on understanding the Customer preferences between ncell and ntc. How the different factors like age, education, occupation and many other factors influence the customer preferences. Therefore, a quantitative and applied research methodology will be used by this study. 3.2 Sources of Data In any report use of primary and secondary data is equally essential because primary data tells us the current status of the objectives of study. Likewise, secondary data of the past can be compared with the present data to study the subject comparatively. In this study, both primary and secondary data are used.

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As primary source a questionnaire method was used to collect the data. The primary data will be collected through the distribution of questionnaire. Information will be collected via questionnaire from customers available. The questionnaire consists of questions related to customer choices for the two leading service providers of nepal. Similarly, respondents address, age-group, gender and profession are also asked for making interpretations easily. For more clarification along with questionnaire survey small interview with respondents were taken. Talking about the secondary sources, internet, articles, journals and Google search engines will be used for the collection of data and information for the Literature Review purpose only. Primary data: Questionnaire survey, Interview Secondary data : Previous reports ; Internet

3.3 Questionnaire Design Questionnaire will consist of: Structured questions as well as open ended questions. Single response questions Multiple response questions Likert scale questions Ranking questions

3.4 Sampling Design Population and Sample Size The data is collected randomly irrespective of the category of the people in the form of questionnaire and the sample size is 65 respondents. Because it is a pilot study and due to time constraint the sample size is small.
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The population for this research study is customers of mobile service providers i.e. ncell and ntc. Overall; the survey will cover the entire customers using the services of Nepal. The sampling units are the customers of ncell and ntc . Similarly, the respondents are of different age group and of different profession as student, business, service etc.

Sampling Procedure: At least 50 samples are to be taken. This study will take maximum of 65 samples and will use non-probability sampling technique. Non-probability sampling technique will be used because in this survey, customers a complete list of population element cannot be formed. Under non-probability sampling convenience sampling technique will be used to collect the samples. The sampling is done as per the convenience of the researcher. The questionnaire will be distributed according to the easy availability or first come first serve basis. The questionnaire was also be distributed via friend circle as they know. 3.5 Limitation of the study Sample size for information collection is limited to 65 people living around Kathmandu valley. So, the statement derived may not reflect the entire population accurately. Customers reluctance in responding, hesitation and dual answers results in difficulty in collecting the information.

3.6 Organization of the study The study is divided into five chapters. The first chapter is the introduction chapter which deals with the background and purpose of the studies. It tells about the problem statements and the objective of the study. The second chapter is the Literature Review which deals with various findings of other research study.
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The third chapter is the methodology and sample design. This chapter deals with how the research was done, analyzed and presented. It tells about the type of research carried out and the sampling done. Similarly, the fourth chapter is the main body of this research study. This is the Data Analysis and Presentation chapter where the information collected through questionnaire area analyzed and matched with the objective of the study. Using various analytical, descriptive, and statistical tools the information from the questionnaire leads to major findings of the study. Finally chapter five deals with the summary, conclusion and recommendations. All the data analysis and interpretation finally comes into a final output. Here the objectives of the study are fulfilled and new findings are developed. This chapter concludes the research study and also suggests recommendation remarks. Analysis plan The data collected is coded in the tables to make the things presentable and more effective. The results are shown by tables which will help me out in easy and effective presentation and hence results are being obtained. TOOLS AND TECHNIQUES USED FOR ANALYSIS In this study the technique that is mostly used for interpreting the results is CHI SQUARE test.

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CHAPTER 4 DATA MANAGEMENT AND ANALYSIS For data management, SPSS 14.0 software will be used. The collected data will be logically and systematically recorded using SPSS software and analysis will be done as per the requirement of study. Descriptive as well as Inferential analysis will be used for analyzing the data. Central tendency, frequency table, chart, graph, and dispersion will be used for descriptive analysis. Whereas, hypothesis testing, chi-square test, f-test, other testing will be done for inferential analysis. 1. Table 1. Frequency distribution of gender Frequency Percent Valid male female Total 24 41 65 36.9 63.1 100.0 and

There are total 65 samples out of which 24 are male and 41 are female i.e. 36.9% are male and 63.1% are female. 2.

Table 2.Frequency distribution of age Frequency Valid 15 to 25 26 to 35 36 to 45 46 to 59 60 above Total 46 5 5 7 2 65 Percent 70.8 7.7 7.7 10.8 3.1 100

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Out of 65 samples, 70.8% of samples were taken between the ages of 15 to 25 then 10.8% samples from 46 to 59. 7.7% samples from the age of 26 to 35 and the same 7.7% samples from the age group of 36 to 45 and finally 3.1% from the age group above 60 age people. 3. Table3.Frequency distribution of education level Frequency Valid Intermediate Bachelor Master others Total 2 15 46 2 65 Percent 3.1 23.1 70.8 3.1 100.0

out of total samples 65, 2 samples pursue the education level of intermediary, 15 are studying bachelor and 46 samples belongs to masters lever and 2 belongs to others. 4. Table 4. Frequency distribution of occupation Frequency Valid student government private service business housewife Total 48 7 4 2 4 65 Percent 73.8 10.8 6.2 3.1 6.2 100.0

Out of 65 samples, 48 are students, 7 works in government sector, 4 works in private sector, 2 are businessman and the 4 are housewives.

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5. Table 5. Frequency distribution of mobile service users Frequency Percent Valid ncell ntc Total 16 49 65 24.6 75.4 100.0

Out of 65 samples, 16 peoples use ncell and 49 people use ntc. Relatively, out of 100% 75.4% are ntc users and 24.6% are ncell users.

Test of independence: chi square test has been done to find the relationship between the independent variable and dependent variable. The analysis has been presented below with the help of tables. 6. Table 6:Chi-square test for mobile service and gender which mobile service do you prefer Ncell gender male 5 (31.25%) ntc 19 (38.78%) 30 (61.225) 49 (100%) Total 24 (36.92%) 41(63.08%) 65 (100%)

female 11 (68.75%) Total 16 (100%)

Out of total respondents, 24 are males where 5 males use ncell and 19 uses ntc and the rest 41 respondents are female where 11 uses ncell and 30 uses ntc. From the data , we can
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identify that out of 65 respondents the number of female respondents are high and the preference for ntc is comparatively higher than ncell.

Chi- square test has been done to test the relation between mobile service preference and gender. Null hypothesis (Ho) : Mobile service has no relation with gender. Alternative analysis (H1): There is relationship between mobile service and gender.
= 5%

The test shows that there is no relationship between mobile services providers and gender. There is independency between these two variables. Since significant value 0.588 > ( 0.05). we do not reject null hypothesis 7. Table 7: Chi-square test for mobile service provider and age

which mobile service do you prefer age ncell a g e 26 to 35 36 to 45 46 to 59 60 above Total 1 (6.25%) 2 ( 12.5%) 3 ( 18.75%) 0 16 ( 100%) 4 ( 8.16 %) 3 (6.12 %) 4 ( 8.16% ) 2 ( 4.09% ) 49 (100%) 5 (7.69%) 5 (7.69%) 7 (10.77%) 2 ( 3.08%) 65 (100%) 15 to 25 10 (62.5%) ntc 36 ( 73.47%) Total 46 (70.77%)

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Out of total respondents, 16 use ncell, where 62.5% of respondents are between the age of 15 to 25 , 6.25% are of between 26 to 35, 12.5 % are between 36 to 45 age, 18.75% are between 46 to 59 and there is no any respondents above age 60 using ncell. Similarly, 49 respondents use ntc where 73.47% of respondents are between the age of 15 to 25 , 8.16% are of between 26 to 35, 6.12 % are between 36 to 45 age, 8.16% are between the age of 46 to 59 and there is 4.09% of respondents of above age 60 using ntc.

Chi- square test has been done to test the relation between mobile service preference and age. Null hypothesis (Ho) : Mobile service has no relation with age. Alternative analysis (H1): There is relationship between mobile service and age. = 5% The test shows that there is no relationship between mobile services providers and age. There is independency between these two variables. Since significant value 0.590 > ( 0.05). We do not reject null hypothesis 8. Table 8:Chi-square test for mobile service provider and education level which mobile service do you prefer ncell Intermediate Bachelor Master others Total 1 (6.25%) 3 (18.75%) 10 (62.5%) 2 (12.5%) 16 (100%) ntc 1 (2.04%) 12 (24.49%) 36 (73.47%) 0 49 ( 100%) Total 2 ( 3.08%) 15 (23.08%) 46 (70.77%) 2 (3.08%) 65 (100%)

edu_level

This table shows that out of total ncell users, 6.25% are users having education level of intermediary, 18.75% are bachelors respondents, 62.5% of respondents having master level of education and 12.5% are respondents having other level of education. Again, out of total
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ntc users, 3.08%% are users having education level of intermediary, 23.08% are bachelor respondents, 70.77%% of respondents having master level of education and 3.08% are respondents having other level of education. Chi- square test has been done to test the relation between mobile service preference and education level. Null hypothesis (Ho) : Mobile service has no relation with education level. Alternative analysis (H1): There is relationship between mobile service and education level. = 5% The test shows that there is no relationship between mobile services providers and education level. There is independency between these two variables. Since significant value 0.066 > ( 0.05). We do not reject null hypothesis. 9. Table 9.Chi-square test for mobile service provider and occupation

which mobile service do you prefer ncell occupation student government private service business housewife Total 11 (68.75%) 2 (12.5%) 0 0 3 (18.75%) 16 (100%) ntc 5 (10.20%) 4 (8.16%) 2 (4.08%) 1 ( 2.05%) 49 (100%) Total 7 (10.77%) 4 (6.16%) 2 (3.08%) 4 (6.15%) 65 (100%) 37( 75.51%) 48 (73.85%)

Chi- square test has been done to test the relation between mobile service preference and occupation. Null hypothesis (Ho) : Mobile service has no relation with occupation.
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Alternative analysis (H1): There is relationship between mobile service and occupation = 5% The test shows that there is no relationship between mobile services providers and occupation. There is independency between these two variables. Since significant value 0.109 > ( 0.05). We do not reject null hypothesis.

10. Table 10. Chi-square test for mobile service provider and monthly income.

which mobile service do you prefer ncell Monthly income below 15000 15000 to 25000 25000 to 40000 40000 to 55000 55000 and above Total 6(37.5%) 2(12.5%) 5(31.25%) 2(12.5%) 1(6.25%) 16(100%) ntc 16(32.65%) 3(6.13%) 13(26.53%) 7(14.29%) 10(20.41%) 49(100%) Total 22(33.85%) 5(7.69%) 18(27.69%) 9(13.85%) 11(16.92%) 65(100%)

Chi- square test has been done to test the relation between mobile service preference and monthly income. Null hypothesis (Ho) : Mobile service has no relation with monthly income. Alternative analysis (H1): There is relationship between mobile service and monthly income. = 5% The test shows that there is no relationship between mobile services providers and monthly income.. There is independency between these two variables. Since significant value 0.685 > ( 0.05). We do not reject null hypothesis.

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11. Table 11.Chi-square test for mobile service provider and network

network is good at every place which mobile service do you prefer strongly disagree Ncell Ntc 16(94.11%) 17(85%) 8(88.89%) 8(53.33%) 0( 0%) disagree neutral agree strongly agree Total 16(24.6 2%) 49(75.3 8%) 65(100

1(5.89%)

3(15%)

1(11.11%) 7(46.67%) 4(100%)

Total

17(100%)

20(100% )

9 (100%)

15(100%)

(100%) %)

Chi- square test has been done to test the relation between mobile service preference and network. Null hypothesis (Ho) : Mobile service has no relation with network. Alternative analysis (H1): There is relationship between mobile service and network = 5% The test shows that there is relationship between mobile services providers and ( 0.05). We reject null hypothesis and accept alternative hypothesis. network

available. There is dependency between these two variables. Since significant value 0.00 <

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12. Table 12. Chi-square test for mobile service and simcard availability

sim card and recharge card are easily which service prefer disagree ncell neutral do mobile you strongly agree agree Total 16(24.62 %) 49(75.38 %) 65( 100%) available

0(0%)

0(0%)

6(20%)

10(45.45%)

ntc

1(100%)

12(100%) 24(80%)

12(54.55%)

Total

1(100%)

12 (100%) 30(100%) 22(100%)

Chi- square test has been done to test the relation between mobile service preference and simcard and recharge card availability. Null hypothesis (Ho) : Mobile service has no relation with simcard and recharge card availability Alternative analysis (H1): There is relationship between mobile service and simcard and recharge card availability = 5% The test shows that there is relationship between mobile services providers and simcard and recharge card availability . There is dependency between these two variables. Since
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significant value 0.021 < ( 0.05). We reject null hypothesis and accept alternative hypothesis. 13. Table 13. Chi-square test for mobile service and call price call price is relatively cheaper disagree ncell ntc Total neutral agree 4(13.79 %) strongly agree 1(20%) 4(80%) 5(100%) Total 16(24.62% ) 49(75.38% ) 65(100%)

which mobile service do you prefer

5(55.56%) 6(27.27%) 4(43.44%) 9(100%)

16(72.73 25(86.2 %) 1%) 22(!00%) 29(100 %)

Chi- square test has been done to test the relation between mobile service preference and call price. Null hypothesis (Ho) : Mobile service has no relation with call price. Alternative analysis (H1): There is relationship between mobile service and call price = 5% The test shows that there is no relationship between mobile services providers and call price. There is independency between these two variables. Since significant value 0.085 > ( 0.05). We do not reject null hypothesis.

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14. Table 14. Chi-square test for mobile service and offers provided

offers are provided on regular basis which mobile service do you prefer strongly disagree ncell ntc Total 0(0%) 1(100%) 1(100%) disagree 0(0%) neutral 5(19.23%) agree 10(50%) strongly agree 1(50%) 1(50%) Total 16(24.62%) 49(75.38%)

16(100%) 21(80.77%) 10(50%) 16(100%) 26(100%)

20(100%) 2(100%) 65(100%)

Chi- square test has been done to test the relation between mobile service preference and offers provided. Null hypothesis (Ho) : Mobile service has no relation with offers provided Alternative analysis (H1): provided = 5% The test shows that there is relationship between mobile services providers and and offers provided . There is dependency between these two variables. Since significant value 0.009 < (0.05). We reject null hypothesis and accept alternative hypothesis. There is relationship between mobile service and offers

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15. Table 15.Chi-square test for mobile service and increasing facilities and services

services and facilities are increasing which mobile service do you prefer disagree neutral ncell agree strongly agree Total 16(24.62 %) 49(75.38 %)

0(0%)

2(9.52%)

13(41.93%)

1(20%)

ntc

8(100%) 19(90.48%) 18(58.07%)

4(80%)

Total

8(100%) 21(100%)

31(100%)

5(100%) 65(100%)

Chi- square test has been done to test the relation between mobile service preference and increasing facilities and services. Null hypothesis (Ho): Mobile service has no relation with increasing facilities and services Alternative analysis (H1): There is relationship between mobile service and increasing facilities and services = 5% The test shows that there is relationship between mobile services providers and increasing facilities and services. There is dependency between these two variables. Since significant value 0.016 < (0.05). We reject null hypothesis and accept alternative hypothesis.

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16. Table 16.Frequency distribution of customers planning to switch to another mobile service Frequency Valid yes no Total 8 57 65 Percent 12.3 87.7 100.0

Out of total respondents i.e. 65, 12.3% of respondents are planning to switch to the next mobile service provider and the rest 87.7% are not planning to switch to other service provider. 17. Table 17.Frequency distribution of respondents using call service

Frequency Valid no yes 2 63

Percent 3.1 96.9 100.0

Total 65

Out of total respondents i.e. 65, 3.1% of respondents use mobile service for other services rather than call and the rest 96.6% use their respective mobile service to call in a regular basis.

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18. Table 18. Frequency distribution of customers using mms service

Frequency Valid no yes Total 64 1 65

Percent 98.5 1.5 100.0

Out of total respondents i.e. 65, 1.5 % of respondents use mobile service for mms services and the rest 98.5% do not use their mobile service to use mms. 19. Table 19.Frequency distribution of customers using sms service

Frequency Valid no yes Total 2 63 65

Percent 3.1 96.9 100.0

Out of total respondents i.e. 65, 3.1% of respondents use mobile service for other services rather than sms and the rest 96.6% use their respective mobile service to sms in a regular basis.

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20. Table 20. Frequency distribution of respondents using call diverts services.

Frequency Percent Valid no yes Total 53 12 65 81.5 18.5 100.0

Out of total respondents i.e. 65, 81.5 % of respondents do not use call divert services and the rest 18.5% use their mobile service for call divert. 21. Table 21.Frequency distribution of respondents using other services

Frequency Percent Valid no yes 57 8 87.7 12.3 100.0

Total 65

Out of total respondents i.e. 65, 87.7 % of respondents do not use other services rather than call, sms, mms and call divert services and the rest 12.3% use their mobile service for other services too.

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22.

Table 22. Frequency distribution of respondents who dont prefer other mobile service due to poor network.

Frequency Percent Valid no yes Total 41 24 65 63.1 36.9 100.0

Out of total respondents, 36.9% of respondents dont prefer alternative mobile service due to poor network where as 63.1% of respondents dont prefer alternative mobile service due to other factors rather than poor network. 23. Table 23. Frequency distribution of respondents who dont prefer other mobile service due to least attractive offer

Frequency Percent Valid no yes 50 15 76.9 23.1 100.0

Total 65

Out of total respondents, 23.1% of respondents dont prefer alternative mobile service due to least attractive offers where as 76.9% of respondents dont prefer alternative mobile service due to other factors rather than least attractive offers

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24. Table 24.Frequency distribution of respondents who dont prefer other mobile service due to high cost

Frequency Percent Valid no yes Total 24 41 65 36.9 63.1 100.0

Out of total respondents, 63.1% of respondents dont prefer alternative mobile service due to high cost where as 36.9% of respondents dont prefer alternative mobile service due to other factors rather than high cost. 25. Table 25.Frequency distribution of respondents who dont prefer other mobile service due to other factors

Frequency Percent Valid no yes 54 11 83.1 16.9 100.0

Total 65

Out of total respondents, 16.9% of respondents dont prefer alternative mobile service due to other factors rather than high cost, attractive offers and poor network where as 83.1% of respondents dont prefer alternative mobile service due to mention factors.

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26. Table 26. Frequency of respondents preferring the mobile service due to cost effectiveness.

Frequency Valid 1 2 3 4 5 14 19 19 10 3

Percent 21.5 29.2 29.2 15.4 4.6 100.0

Total 65

Out of total respondents, 21.5% of respondents ranked as a first priority for cost effectiveness for using the current mobile service. whereas 29.2% ranked it as second and similarly 29.2% again ranked it as third and 15.4% as fourth and finally 5.6% ranked cost effectiveness as a last one.

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27. Table 27: Frequency of respondents preferring the mobile service due to better service and work

Frequency Valid 1 2 3 4 5 Total 15 6 12 14 18 65

Percent 23.1 9.2 18.5 21.5 27.7 100.0

Out of total respondents, 23.5% of respondents ranked as a first priority for better service and work for using the current mobile service. whereas 9.2% ranked it as second and similarly 18.5% ranked it as third and 21.4% as fourth and finally 27.7% ranked better service and work as a last one.

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Table 28. Frequency of respondents preferring the mobile service due to attractive offers

Frequency Percent Valid 1 2 3 4 5 2 13 14 18 18 3.1 20.0 21.5 27.7 27.7 100.0

Total 65

Out of total respondents, 3.1% of respondents ranked as a first priority for attractive for using the current mobile service. Whereas 20% ranked it as second and similarly 21.5% ranked it as third and 27.7% as fourth and finally 27.7% ranked attractive offers as a last one.

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29. Table 29: Frequency of respondents preferring the mobile service because friends and near ones use it.

Frequency Va lid 1 2 3 4 5 Total 19 14 7 7 18 65

Percent 29.2 21.5 10.8 10.8 27.7 100.0

Out of total respondents, 29.2% of respondents ranked as a first priority for friends and near ones priority for using the current mobile service. Whereas 21.5% ranked it as second and similarly 10.8% ranked it as third and 10.8% as fourth and finally 27.7% ranked friends and near ones priority as a last one.

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30. Table 30. Frequency of respondents preferring the mobile service due to good will and trust

Frequency Percent Valid 1 2 3 4 5 Total 15 13 13 16 8 65 23.1 20.0 20.0 24.6 12.3 100.0

Out of total respondents, 23.1% of respondents ranked as a first priority good will and trust for using the current mobile service. Whereas 20.0% ranked it as second and similarly 20% ranked it as third and 24.6% as fourth and finally 12.3% ranked good will and trust as a last one.

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Chapter 5: Summary and Conclusion

Summary This research was conducted inorder to know the insights of customer preferences between two mobile service company Ncell and ntc. The customer preferences for Ntc are higher than Ncell. Mostly Ntc is preferred by working people and students. Even ncell customers are mainly students. Ncell customers strongly believe that it has strong network and provides lots of offers and discounts in comparison to ntc. Customer preferences for ntc is comparatively higher because of its goodwill and trust . even the friends and the near ones uses ntc ,so it will be cheaper to use ntc and customers prefer it most in comparison to ncell. As it has been analyzed that the mostly customers of both ncell and ntc is of the age between 15 to 50. From the factor analysis we can find that communication and price are the key and influencing factors that motivate the customers to prefer their service provider. Another factor that was found to influence preference of mobile service providers is the relationship it has with the customer which is determined by the promptness of response to the complaints and its how quicker it is resolved and even the network , simcard and recharge card availability , offers and increasing services and facilities has relationship with the customer preference for the selection service providers. The customers were evaluating customer care and service provider's corporate responsibility factors to select service providers. Respondents considered short messaging service as an impartment attributes, weightage for mobile entertainments was moderate and technology use was lower importance under facility factors. Only service quality has been considered and call forwarding and call waiting attributes of Call Service factors are not considered importance.

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Conclusion This study was undertaken to examine and understand the consumers' perception choice in selecting cellular mobile telecommunication service providers. Consumers' perception is widely varied in accordance with the Communication quality, call service, facilities, price, customer care and service provider's quality. Hence, from the result of our study, we can deliberately conclude that price has significant positive impact on consumer perception choice in selecting telecommunication service provider. Hence, product quality from the marketer's perspective is associated with communication, price, feature, function, or performance of a product. Price plays a significant role in the purchase decision of the telecommunications sector. However, our study shows that product quality and availability has a significant impact on consumer perception choice in selecting mobile telecommunication service provider and supported. The outcome of this research shows a comprehensively integrated framework for us to understand the vibrant relationships among several dimensions of service quality, price, product quality and availability, and promotion to have handful ideas on the consumers' perception. However, we still predict that further research efforts are being needed to examine these factors with additional samples before generalization can be made.

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