A Study on Purchase Intent for Value Added Services of Mobile Communication (With reference to BSNL and IDEA)

Abstract

Use of mobile communication is increasing rapidly. Understanding the behavioral adoption requirements of mobile services is important. Indian mobile communication is one of the fastest growing fields. Mobile service providers are also adding new schemes, offers and technology advancement in their services. The present study depicts what gratifications for value added services mobile users receive from mobile communication service providers. The type of research undertaken for the study was descriptive and the sampling design used is random sampling. The sample size was 200 respondents. The data was collected using a standardized questionnaire.