On a survey conducted by Ops-buds recently across the 4 major telecom circles and the 4 metros, Good Coverage has been identified as the main factor influencing the subscribers choice, while opting a mobile service provider. The Three layered survey conducted by Ops-buds was aimed at assessing minds of telecom users. The survey revealed that promotional offers such as packaging handsets with free connection and extensive network of retail vendors do not play a major role in selection of service provider. 80% of the respondents who participated in the survey ranked good network coverage as the prime reason for selecting a service provider.
37% of respondents highlighted brand image of the telecom provider has a significant factor in selecting a particular telecom service where as 23% indicated innovative tariff plans as a reason for choosing a service provider, The other reasons featured by subscribers include low denomination recharge (~15%) and full recharge (~13%).
The revelation from the survey that good coverage as the major reason in determining a mobile service provider will be an eye opener for strategists in telecom companies, who were under the belief that brand and good tariff plans alone will make them sail through the customers mind share. This will help in formulating action plans, that can meet customer needs and rise in average revenues per customer.
The study also revealed that IDEA/R COM was among the top 3 performers in terms of brand image ahead of Tata, MTS and Uninor.
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