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Perception Mapping of Travellers

In: Philosophy and Psychology

Submitted By konika90gupta
Words 4918
Pages 20
IJCEM International Journal of Computational Engineering & Management, Vol. 11, January 2011 ISSN (Online): 2230-7893 www.IJCEM.org

71

Attribute Based Perceptual Mapping of Prepaid Mobile Cellular Operators: An Empirical Investigation Among Management Graduates in Central Haryana
Ashutosh Nigam1, Rajiv Kaushik 2
1

Department of Management Studies, Vaish College of Engg. Rohtak, India drashutoshnigam@gmail.com

2

Department of Management Studies, Vaish College of Engg. Rohtak, India rajivkaushikprince@gmail.com

Abstract A comparison of consumer’s perception regarding cellular mobile operators was done on five cellular operators in the prepaid segment. The paper focuses on how management students associate selected brands of mobile cellular operators. Discriminant analysis is used to map selected mobile cellular operators along with their attributes. Study investigates how consumers associate the attributes in different dimensions with reference to leading service providers. Operators do not differ significantly with regard to attributes. However, they vary in their promotional campaigning and years of existence in the market. Keywords: Perceptual Mapping, Brand, Sevice Quality, Quality of Experience.

Introduction
With liberalization and internationalization in telecommunication, service quality has become important means of differentiation of the brand to achieve business success. For last two decades the Indian cellular services is experiencing highest growth in terms of subscribers and revenue. Despite this, most of the cellular mobile services providers in India are primarily focusing on expanding their customer base tends to overlook on brand building. There is proven relationship between service quality and customer satisfaction (Danher and Mattssor, 1994). According to economic survey 2009-10, the number of phone connections increased from...

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