A STUDY ON CONSUMER PREFERENCE TOWARDS THE CELL PHONE BRANDS AND SERVICES WITH REFERENCE TO CUMBUM TOWN, THENI DISTRICT, TAMILNADU

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1 A STUDY ON CONSUMER PREFERENCE TOWARDS THE CELL PHONE BRANDS AND SERVICES WITH REFERENCE TO CUMBUM TOWN, THENI DISTRICT, TAMILNADU Dr.A.SULTHAN MOHIDEEN Assistant Professor of Commerce, Hajee Karutha Rowther Howdia College, Autonomous and A grade by NAAC, Uthamapalayam Theni District. Tamilnadu. India. ABSTRACT INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW At present various parts of world are narrowed by the development of computers. The outbreak of the computer development is mainly "communication revolution" A man available in the east corner of the world in Japan can speak with a man residing in the west corner of the world in America at the movement of desire. This can be possible only due to the improvement of information technology. Though a telephone was invented by Gragambell, such system had improved in various stages. There is no need of COIL CONNECTION between phones. The two ends are connected by satellites. One of the instruments having such technology is 'cell phone'. At present the cell phones are designed not only for speaking features but also camera facility etc., now a days we can see that a number of persons are having cell phones and utilize the same at a maximum. It may be necessary why the people prefer the cell phone? Who use the cell phones and what type of phones preferred particularly in Cumbum Town which is the one of area of Theni District. In the circumstances the study is made on the topic "Consumer preference towards cell phone brands and services with reference to Cumbum Town". Key words: Cellular, Service, Tower, Consumer preference, Technology INTRODUCTION A mobile telephone or cellular telephone (commonly, "mobile phone" or " cell phone") is as an electronic device utilized for mobile communication. In addition to the usual voice service of a telephone, current mobile phones can support many additional services such as SMS for text messaging, , packet switching for access to the Internet, and MMS for sending and receiving photos and video. Most current mobile phones connect to a cellular network of base station (cell sites), which is in turn interconnected to the public switched telephone network. HISTORY The introduction of cells for mobile phone base station, invented in 1947 by Bell Labs engineers at AT&T, was further developed by Bell labs during the 1960s. Radiophones have a long and varied history going back to the Second World War with military use of radio telephony links and civil services' in the 1950s, while hand-held cellular radio devices have been available since Due to the low establishment costs and rapid I deployment, mobile phone network have since spread rapidly throughout the world, outstripping the growth of fixed telephony. In, 1945, the zero generation (OG) mobile telephones, such as Mobile Telephone Services, were not officially categorized as mobile phones, since they did not support the automatic change of channel frequency during calls, which allows the user to move from one cell (the base station overage area) to another cell, a feature called "handover". In 1970, Bell Labs invented such a "call handoff' feature, which allowed mobile phone users to travel through several cells during the same conversation. Motorola is widely considered to be the inventor of the first practical mobile phone for handheld use in a non-vehicle setting. Using a modem, if somewhat heavy portable handset, they made the first call on a handheld mobile phone in April, icmrrjournal@gmail.com

2 Fully automatic cellular network were first introduced in the early to mid 1980s (the IG generation) with there Nordic Mobile Telephones (NMT) system in Until the early 1990s, most mobile phones were too large to be carried in a jacket pocket, so they were typically installed in vehicle as car phones. With the miniaturization of digital components, mobile phones have been become increasingly handy over the years. MANUFACTURERS Nokia Corporation is currently the world's largest manufacturer of mobile telephones, with a global market share of approximately 36% in Q1 of 2007(1) other mobile phone manufacturer include Audiovox (now UT / Statcom), Benefon, BenQ-Siemens, High Tech Computer Corporation (HTC), Fujitsu, Kyocera, LO Mobile,Motorola, NEC, Samsung, Sanyo, Sharp, Siemens, sierra Wireless, SK teletech, Sony Ericsson, T&A Alcatel, Toshiba, Verizon, Mitsubishi, and soon to be Apple Inc. there are also specialist communication system related to (but distinct from) mobile phones, such as Professional Mobile Radio. SUBSCRIPTIONS At present, Africa has the largest growth rate of cellular subscribers in the world, its markets expanding nearly twice as fast as Asian markets. The availability of prepaid of 'pay as you go' services, where their subscriber is not committed to a long term contract, has helped fuel this growth to a monumental scale in Africa as well as in other continents. On a numerical basis, India is the largest growth market, adding about 6 million cell phones every month. With million cell phones" a market penetration in the country is still low at 17.45% India expects to reach 500 million subscribers by end of CULTURE AND CUSTOMS In less than twenty years, mobile phones have gone from being rare and expensive pieces of equipment used primarily by the business elite to a pervasive low-cost personal item. In many countries, mobile phones now outnumber land- line telephones, with most adults and many children using mobile phones. In the United States, 50% of children are using mobile phones. In many young adults' households the mobile phone has supplanted landline telephones. In some areas in developing countries with scare fixed line infrastructure, the mobile phone has introduced telephony as such. It has given poor people is isolated communities access to service that are considered elementary human rights, such as medical and legal advice. With high levels of mobile telephone penetration, mobile culture had evolved where the phone is s key social toll with people relying on their mobile phone address book to keep in touch with friends, not least by SMS, and a whole culture of "texting" has developed from this. The commercial market is SMSs is growing. Many phones offer instant.messengers services to increase the simplicity and ease of texting on phones. Mobile phones in Japan, offering Internet capabilities such as NTT DoCoMo's I-mode, offer text messaging viastandard . Mobile phone etiquette has become a fashion an important issue with cellular phones ringing at funerals, wedding, cinemas, and plays. Users often speak at increased volume which has led to places like book shops, libraries, movie theaters, doctor's hospitals, and houses of worship posting signs prohibiting the use of mobile phones, and in some places installing signal jamming equipment to prevent usage(although in many countries, e.g. the 17 United States, such equipment is currently illegal. Some new building such as auditoriums have installed wire mesh is the walls (turning the building into a Faraday cage) which prevents any signals getting through, but does not contravene the jamming laws icmrrjournal@gmail.com

3 ETIQUETTE Transportation providers, particularly those involving long-distance services, often offer a "quiet car" where phone use is prohibited, much like the designed non- smoking cars in the past. However many user's tent to ignore this as it is rarely enforced, especially if the other cars are crowed and they have no choice but to go in the: quiet car". Mobile phone use on aircraft is also prohibited, because of concerns of possible interference with aircraft radio communications, although the airline Emirates have announced plans to allow limited mobile phone usage on some flights. In any case, there are inconsistencies between practices allowed by different airline and even on the same airline in different countries. For example, Northwest Airlines may allow the use of mobile phones immediately after landing on a domestic flight within U.S, where they may state" not until the doors are open" on an international flight arriving in the Netherlands. In April 2007 the Federal Communications Commission (FCC) officially grounded the idea of allowing passengers to use cell phones during a flight. In a similar vein signs are put up in UK petrol stations prohibiting the use of mobile phones due to hypothetical safety issues. Most schools in the United States have prohibited mobile phones in the classroom due to the large number of class disruptions that result from their use, the potential for cheating via text messaging, and the possibility of photographing someone without consent. USE IN DISASTER RESPONSE In Japan, mobile phone companies provide immediately notification of earthquakes and other natural disaster to their customers free of charge. In the event of an emergency, disaster response crews can locate trapped or injured people using the signals from their mobile phones or the small detonator of flare in the battery of every cell phone; an interactive menu accessible through the phones internet browser notifies the company if the user if safe or in distress.one phone in each hand Mobile phone use while driving is common but controversial. While few jurisdictions have banned motorists from using mobile phones while outright, some have banned or restricted drivers from using hand-held mobile phones while exempting phones operated in hand free fashions. It is generally agreed that using a hand held mobile phone while driving is a distraction that brings risk of road traffic accidents. However, some studies have found similarly elevated accident rates among drivers using hands-free phones, suggesting that the distraction of a telephone conversation itself is the main safety problem. Use of handheld mobile phones by drivers is illegal in many European countries and a number of Asian and South American and Australia. Use of hands-free mobiles is permitted, although the Australian stated of New South Wales and Victoria has banned hands free for learns and first year provisions probationary license holders. In Greece the use of mobile phone and hand free has been banned, while the use of blue tooth technology is permitted.' However some countries like Japan ban mobile phone use while driving completely. Similar laws exist in six U.S states with legislation proposed in 40 other states. The United State Department of Defense has outlawed the use of all mobile phones while driving on any' DOD installation, unless a hands-free device is used. In Israel, it is common practice to pull over to the side of the road where possible to answer a mobile phone. REVIEW OF LITERATURE It is recent trend that Telecommunication is of gaining importance in the world, so India have to develop fast in this sector to achieve competitiveness in the international market. India operates one of the largest telecommunication networks in the world. Involving communication through telephone, mobile and internet. The provision of world-class telecommunication infrastructure is the key to rapid economic and social development of the country icmrrjournal@gmail.com

4 It is also anticipated that in the near future, a major part of the GDP of the country would be contributed by this sector. This sector has shown a huge growth in the last two decades. The two service providing departments, Viz., departments of telecom service (DTS) and department of telecom operation (DTO) A public sector, company, Bharat Sanchar Nigam Ltd, (BSNL) was launched on Oct 1, 2000 to take up the function of (DTS) and (DTO). The BSNL is now the largest public sector unit in India with an asset valuation of 63,000 crore and over four lakh employees. The government will continue to have 0% equity in the new corporation. The company has an authorized capital base of Rs., 000 crore and a paid up capital of Rs crore. The Telecom Regulatory Authority of India (TRAI) was setup in 1997 for the development of telecommunications and solving the problems faced by the private telecom operators. A feature of the migration package is that as against the existing arrangement of two private operators and BSNL or MTNL as third operator in cellular, services, and duopoly. (i.e., one private operator in addition to BSNL or MTNL) in basic telecom service, there will be multiple operators. This will promote greater competitions. The MTNL and BSNL have been given license for operation of technology neutral cellular, mobile telephone service in their respective circles. STATEMENT OF THE PROBLEM Cellular phones industry today has a significant role in Indian Economy, and it has become one of the basic needs in day-to-day life. Therefore it becomes vital to know about the customer needs and impact of answer to consumer behaviors on marketing of cell phones, thus a study has been carried out a under the title "A study on impact of consumer attitude on marketing of cell phone in Cumbum Town. A study reference to usage of cellular phones in this will help to understand the customer's expectations and preference in the era of changing market scenario. The study deals with the main factors which are considered by the buyers in the process of decision making-to buy cellular phones. Also the study deals with comparing the performance level of various cellular phones and users satisfactions. The study makes an attempt to find changing needs and wants of the buyers. OBJECTIVES OF THE STUDY To analyze the factors influencing the choice of brand To know the consumer satisfaction among the cell phone and cell service in the study area. To study the brand loyalty of Cell phones in the study area. To suggest for the better service of cell phones. AREA OF THE STUDY The study deals with Consumer preference of Cell phone in Cumbum Town. METHODOLOGY Survey Method is followed in the study. This study is concerned with consumer's preferences towards Cell phones and Cell Services in Cumbum town. The whole study has been conducted with the help of both primary and secondary data. For fieldwork, the township having a population of nearly 20,000 of using cell phones is taken into consideration. The researcher could not study the whole of the total population due to time constraints. So only 5 samples were taken from each ward for the purpose of the study. The information was collected through Questionnaire from 0 sample respondents in Cumbum town. UNIVERSE INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW 31 icmrrjournal@gmail.com

5 "All items under considerations in any field of inquiry constitute a universe or population" The universe of the study is an the customer of cell phone users Cumbum Town. SAMPLE SIZE This refer to "The Number of items to be selected from the universe to constitute a sample".the sample size adopted by the researcher is 0 in number. COLLECTION OF DATA PRIMARY DATA Primary data are those which are collected fresh and for the first time, and thus happen to be original in character. Questionnaire was the instrument being used for collecting the primary data. SECONDARY DATA The data are those which have already been collected by some one else and which have already been passed through the statistical process. Secondary data was collected from journals, magazines and record of the company, internet websites etc., SCOPE OF THE STUDY The outcome of the study may provide an assessment of the buyers, their income, age, sex, education and occupation. This may be very useful to the policy makers of cellular phone to know the buyers' behaviours. They can also come to know the important features to be developed in cellular phones. Owing to time and financial, constrains the scope of the study has been restricted to the survey of a small sample of buyers in Cumbum town. The outcome of the study exposes what the impacts are caused by the behavioral pattern of cell phone buyers and users on cell marketing and all services. ANALYSIS OF CUSTOMER OPINION AND SATISFACTION REGARDING THE SERVICES OF CELL PHONE A detailed analysis has been made to find our consumer behaviour towards cellular phones through Questionnaire. The information collected from 0 respondents is tabulated and analyzed. The reason for classify the buyer according to sex is to find out the sex ratio among the buyers. TABLE 1 - CLASSIFICATION OF BY GENDER SEX 1 Male Female Total 0 0 The table 1 reveals that among the 0 samples interviewed 76% are males and 24% are females. This means that among the samples responds male use cell phones in higher Proportions than that of female uses in Cumbum town icmrrjournal@gmail.com

6 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW CHART 1 - CLASSIFICATION OF BY GENDER Male GENDER Female Male Female AGE The respondents are classified according to their age because the opinion of one age group does not coincide with other age group of buyers. The younger generation expectations are quite different from the older people. TABLE 2 - AGE-WISE CLASSIFICATION OF AGE TOTAL Years Years Above 40 Years Total Source: primary data The above table 2 shows that 54% of the cell phones uses are in the age of growth of years and age growth people usage are in 28%) and the remaining 18% are in the age of above 40 years. This indicates that the all cell phones used by younger people in higher proportion than middle age and old age people. Further the usage trend is having negative relationship to the increase of age icmrrjournal@gmail.com

7 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW CHART 2 - AGE-WISE CLASSIFICATION OF Years Years Above 40 Years AGE MALE FEMALE EDUCATION The Educational qualification of the respondents is a parameter to test the worthiness of the sample. TABLE 3 - LEVEL OF EDUCATION OF THE EDUCATION TOTAL 1 SSLC High school level UG Level PG Level Research Level Total The table 3 shows the educational qualification of the all the category of sample respondents and reveal the percentage use cell phone by the sample respondents. The degree holders of respondents are using cell phone higher then other levels. The PG holders use higher next to UG in total in male members are using more than female members in all section icmrrjournal@gmail.com

8 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW CHART 3 - LEVEL OF EDUCATION OF THE SSLC High school level AGE UG Level PG Level Reserch level MALE FEMALE TABLE 4 - CLASSIFICATIONS OF BY OCCUPATION OCCUPATION TOTAL 1 Govt Employee 20 2 Self Employee Business People Students Total The above the table conduced that among 0 samples Govt employees 20, self employees, 28 self employed, 35 Business man, 17 students and the remaining 26 House wife. In the varied uses in higher proportion in Cumbum Town. Followed by House wife and self employed but students use at with lesser percentage icmrrjournal@gmail.com

9 CHART 4 - CLASSIFICATIONS OF BY OCCUPATION Govt Employee Self Employee Business Men Students INCOME The behaviour of consumer greatly depends upon their income. The response on the basis of the income is shown below. TABLE 5 - CLASSIFICATION OF BY INCOME INCOME PER MONTH TOTAL 1 Below Rs Above Total The income of the respondents has significant influence and the use of cell phones and its services. Among sample 0 respondents the sample unit's income above Rs.I5000 cell phones and utilize the cell service in greater numbers icmrrjournal@gmail.com

10 CHART 5 - CLASSIFICATION OF BY INCOME Below Rs Above MALE FEMALE TABLE 6 - TYPES OF SIMCARD USED NAME OF THE TOTAL SIM CARD 1 Aircel Airtel BSNL Reliance Vodafone TATA Indicom Uninor Total Table 6 shows the types of simcard that is used by the respondents of 14%BSNL simcard services, 30%respondents use Aircel, 18% use Airtel services, 4% Reliance services 13% use TATA Indicom, 16% of the respondents use Vodafone, and 5% of the respondents were used the new simcard of Uninor. It is seen that most of the respondents prepare Aircel sim cards. This is because of the easy and wide coverage of this service. Popular ones Nokia, Panasonic, the popular brands of handsets use are Nokia, LG, Samsung and Reliance icmrrjournal@gmail.com

11 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW CHART 6 - TYPES OF SIMCARD USED Aircel 15 Airtel 3 12 BSNL 2 4 Reliance Vodafone TATA Indicom 5 Uninor 0 SIM CARD MALE FEMALE TABLE 7 - TYPES OF CELLPHONES POSSESSED BRAND OF TOTAL INSTRUMENTS 1 Nokia Reliance LG Panasonic Samsung Total Table 7 shows the classification of respondents on the basic of the instruments used. Among the 0 sample respondents 78 are used Nokia. 12 used reliance, 3 used LG, 4 used Panasonic and the remaining 3 used Samsung. The most popular brand of hand set used in Cumbum Town is Nokia Made by Finland or Hungary TABLE-8 - PURCHASE PRICE OF THE INSTRUMENTS PRICE MALE FEMALE MALE FEMA LE TOTAL Total Table 8 shows that the purchase price of the mobile phone instruments by the sample respondents. Out of the 0 respondents 22 have purchased the instruments for less than Rs respondents have purchased in instruments for Rs.2000, to Rs.5000, 18 respondents have purchased Rs.5000 to Rs.000, and 12 respondents used to handset with the price of above Rs.000.those who 38 icmrrjournal@gmail.com

12 wants to purchase a handset with Rs.2000 or below mostly prefer the second handset one with lesser talk period. Most of the respondents in the study are preferred only the handset with simple mechanism without photo facilities. TABLE 9 - PERIODS OF USE PERIODS OF USE TOTAL 1 Les than 1 year to 2 Years Above 2 Years Total Mobile phones are becoming more popular and it use is increasing at a rapid speed. Table 9 shows that the period of use of mobile phone services by the respondents. Out of 0 respondents interviewed 36 have been using it for the less than 1 year, 46 used above 2 years, and 18 of the respol1dents using 1 to 2 years. Cell phones being an electronic product most of them want to change it frequently. This is the reason for that 36 percent respondent having the use period of less than 1 year. Another reason is the model of handsets often changes with some modification like size; design, using facility and cost. The respondent using standard company's handsets not changes it frequently. This is the reason for 46% respondent having the use of period of more than 2 years. TABLE - TYPE OF THE CONNECTIONS TYPE OF THE TOTAL CONNECTIOS 1 Pre paid Post Paid Total Table shows that 90 of the respondents prefer to purchase prepaid cellular services and percent of the respondent prefer post paid cellular services. Most of the respondents prefer to have prepaid cellular services for their use because it can operated according to their own will and pleasure and the charges are some what higher increased of postpaid cellular services, TABLE 11 - AVERAGE EXPENDITURE PERMONTH AVERAGE TOTAL EXPENDITURE 1 Less than Rs Rs Rs Above Rs Total The average monthly expenditure on cell phones by the respondents is exhibited in Table 11 it shows that the 50% of the respondents spend Rs.250 to Rs.500, 28% of the respondents spend less than Rs.250, 12% of the respondent up to Rs.00, and % of the respondents spend more than 39 icmrrjournal@gmail.com

13 RS.00 the business men and professional people spend more than Rs. 00 per month for cellular phones services. TABLE 12 - REASONS FOR THE PURCHASE OF CELLPHONE REASONS 1 Easy contact Quick completion of work Economy Trouble free services Others Total 0 0 It is clear from the above table the majority of the respondents prefer cellular services only to the reasons that by the use of it anybody may contact any person at anywhere at anytime normally at the charge of from paise to 75 paise per minute. TABLE 13 - THE SOURCES OF INFORMATION ON PURCHASE OF CELLPHONE SOURCES 1 Friends & Relatives Advertisements Sales Representatives Total 0 0 It is clear from the above that nearly 68% of the respondents have been influenced by the friends and relatives, 22% by effective advertisements, % by the sales representatives. Even though advertising influence the people to go in for purchases, it is only the influence of the friends and relatives that has made a great impact of the purchase of cell phone and utilization of cell services. TABLE 14 - SOURCES OF KNOWLEDGE ABOUT SERVICE PROVIDERS SOURCES 1 Friends & Relatives Advertisements 3 Sales Representatives Total 0 0 Table 14 shows that the source through which the respondents acquired information about the service providers. Friends and relatives have played a crucial roll in providing information about the cellular mobile service providers. 75% respondents have come to know through this source. 15% respondents influenced by the other sources and % respondents have been influenced by the advertisements more especially from newspapers and magazines and Televisions icmrrjournal@gmail.com

14 TABLE 15 - FEATURES TO BE IMPROVED IN CELLPHONE SOURCES 1 Tower Coverage Network Programs Mobile Amount Free SMS Less Calling Amount Total 0 0 It is inferred from above table 15 that in cellular phones tower coverage to be improved has been ranked first, while network programs area to be increased is ranks as second and thirdly the mobile amount to be reduced and less calling amount free SMS to be provided is ranked as fourth. The table indicated that the respondents expect further improvements in the existing features of the cell phones. TABLE MAIN DISADVANTAGES OF USING MOBILE PHONES DIS ADVANTAGES 1 Misplacement Costly Low Coverage Disturbance and frequent calling Total 0 0 Table 4.16 shows that main disadvantages of using mobile phones If 45% of the respondents feel that using mobile phone is low coverage, 18% of the respondents feel that using mobile phones disturbance of frequent calling and 15% of the respondents feel that cell phones may be misplaced. FINDINGS SUGGESTIONS AND CONCLUSIONS FINDING INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW 1. Male respondents are using cellular phones mostly than female users. 2. Younger peoples with the age group of prefer to use cellular phones mostly. 3. Business community use cellular phones in major proposition. 4. More than 78% of the respondents prefer Nokia cellular phone for their use. 5. Aircel simcard are used by major proposition of the respondents in Cumbum town. 6. Mostly the cellular phones are used for its convenience for easy contact. 7. Mostly the same cell phones are used for more then one years only up to 46%. 8. More than 90% respondents prefer to avail prepaid cellular services scheme. 9. The major factor influences the purchase of cell phone is through friends. The other factors influenced to purchase the cellular phone are relatives and private cellular phone marketers.. More than 60% respondents avail both cellular and land line services 41 icmrrjournal@gmail.com

15 The following improvements are offered by the users Tower coverage Network programs Mobile Amount Free SMS Less Calling Amount SUGGESTIONS 1. The researcher suggest that the cell phone service providers and selling persons must concentrate more in the tower creation and availability because coverage has created major problem to the respondents.also steps should be taken to have coverage in village area also. 2. People with middle and low income level particularly may have a desire to have reduced tariff and handset amount. So tariff should be reduced. 3. Most of the customers prefer a Nokia model which means further improvement is required in the other models viz, Reliance, LG, Samsung and Panasonic. 4. The customer is interested to have prepaid cellular services. So cell phone services provided can reduce the amount of prepaid calls so that still more customers can be attracted towards this service. Also rates for post cellular services can be reduced. 5. The simcard may be supplied at free of cost and service provideds like Aircel, Airtel and Reliance, Vodafone are to be improved their services. 6. The SMS having the messages of various offers by simcard companies and the advertisement are felt by the customers as nuisance this attitude should be avoided. 7. Cheating the customer by motivating them by giving falls offers to exploitation those unhealthy activities should be curtailed. 8. SMS should be made available at a free of cost at night times. 9. It is the high time for the central Government waive a service tax on mobile phone service to developing communication network system of the country at least for years.. The Central Government should also come forward to reduce the excise duty for home made mobile phones and customer duties for foreign made ones further. CONCLUSION Communication is natural to all living creatures. Among human beings, the more civilized and advanced groups have advanced means of communication than the less advanced groups. In this age of globalization, communication is of paramount importance for any interaction cannot be done without speedy communication. In this dynamic word, keeping in track with the environment changes and needs a number of techniques are being introduced and also likely to be introduced. One of such improves technologies cellular services in the field of communication. The improved and added features being introduced frequently in mobile phones indicating the extent of demand felt by the people and the efforts taken by the service providers in fulfilling them. Based on the study undertaken it is clear that cell phones today have become a basic necessity of life epically for the business and official people. The service providers must take all possible efforts to fulfill the requirements of the customer and make them fully satisfied, which alone can help them to survive and withstand in this competitive world. "Customers satisfaction" must be their motto, and by satisfying the needs and 42 icmrrjournal@gmail.com

16 wants only the can win the hearts of the customer. Most of the customers want to have improved features like roaming facility, free SMS, network coverage area, calling amount etc. Cell phones is preferred by the customer to meet business needs and personal needs through improved marketing techniques the other groups (housewife and professionalism) can also be approached to have a linking for the use of cell phone. At the same time through there are various advantages by wage of cell phones there are certain demerits such as SMS nuisance teasing by false offers which should be curtailed by enforcement of reserve regulation. BIBLIOGRAPHY C.R kothar, (1993), Research methodology and Techniques U.S Jphori for wiley Eastern Limited, New Delhi. Philp kotler (2003), Marketing management, prentice Hall of India private Limited, New Delhi. Richard R.Still (1998), Sales management, Florida International University. Justin paul (2005), International Business, prentice Hall on Indian private Limited, New Delhi. Roger D. Blackwell (2001), Consumer Behaviour, Vikas Thomsan Learning. F. Fobert Dwyer John F. Tanner (2001), Business Marketing, McGraw Hill. Paul' E.Green Donald S. Tull (2001), Research for Marketing Decision, prentice Hell of India private Limited New Delhi. MAGAZINE Indian JouD1el of marketing. Southen Economist Economic Political Weekly. Indian Journal of management. WEBSITES www. Google. Com www. sony.com sources. Com www. nokia.com www. LG.com 43 icmrrjournal@gmail.com