An Empirical Study of Consumer Behaviour towards The Preference and Usage of Mobile Phone Services in Bhopal

Today the success of any firm depends upon the consumer satisfaction. ‘Consumer is king’ ?the statement carries profound truth in it. The firms should know about the behavior of the consumers for satisfying their consumers. Consumer behavior is defined as the act of consuming or using goods or services. The life style of modern consumer is changing rapidly because of the changing technology and innovation. In these circumstances understanding consumer is a very difficult task. The main objectives of the study are (i) to identify and analyze the factors which impinge on to the satisfaction level of the customers of mobile phone services, (ii) to understand the effectiveness of the promotional activities of mobile phone companies and offers provided by the companies. The present study is an empirical research based on survey method through simple random sampling of 80 samples. The collected data were coded, calculated and analyzed with the help of statistical tools like percentages, chi-square test; garret ranking model employed in this study.