16

18

-10 19

23 21

26

28

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Findings :
Nowadays telecommunication sector is very competitive. Here every telecom company has to strive to get the prospects as many as possible. Every company uses different tools to persuade the target markets to buy the products. They conduct market research very often to know about the choices of the target markets. I also come up with important findings after conducting a research. The target markets are influenced by Promotional activities for purchasing behaviors of mobile connection. But target markets are not basically concerned about Celebrities for buying the mobile connection. They do not get influenced by promotional activities which include classical conditioning rather they get influenced by the promotion which include operant conditioning. They give less importance on promotional activities than other marketing mix such as products, distribution, price, process etc. The target markets of the telecom industr y seriously think of the tariff and put more importance on the tariff than any other factors. They can even tolerate interrupted network service to some extent as they put more importance on the tariff than network. They have chosen tariff as a most important factor to by mobile connection than brand image. Target markets do value complementary products availability. Target markets have chosen availability of complementary product over network. It means that the target markets go for that product which complementary are widely available regardless the network condition. According to target markets network is important factor to purchase the mobile connection but not as important as tariff. But target market put importance on network than brand image. Customers seriously consider the word of mouth. They rather prefer it than any promotional activities. After sale Services and value added services are the important factor to target market for purchasing the mobile connection. Target markets generally think of switching cost before purchasing a particular mobile connection. One interesting finding is that target markets do not generally concerned about Brand image. After relating occupation with other important marketing research question the following findings has been found1. Among respondents Public service holders are the most sensitive towards to tariff price 2. Student and Housewife value the celebrities for purchasing the mobile connection.

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3.

and private service holders are concerned and value the brand image for purchasing the mobile connection. 4. In case of word of mouth, Students, housewives, private service holders value it for purchasing the mobile connection. 5. Public service holders, Students and housewives are highly influence by any discount, free sampling, rebate for purchasing the mobile connection. 6. Private Service holders are most concern about network for purchasing the mobile connection.

S tudents

Conclusions and Recommendations:

I have identified some factors that influence the behaviors of mobile connection. The specific components have been- Marketing process, Technology, service ability switching cost etc. .

After analyzing the hypotheses I would like to offer some recommendation to influence the decision of mobile purchasing of the target market. 1) The operator should focus on the tariff because target markets are still concerned about tariff than any other factors for purchasing mobile phone. Tariff is still the most dominant factor for purchasing the mobile connection. 2) Among different types of promotional techniques, target markets value the promotions those contain operant conditioning. Target markets put more importance on promotional activities that contain operant conditioning than those contain classical conditioning such as celebrities. So mobile operator must keep on providing rebates , discounts,free offer etc. 3) The brand image is still less important to target markets than tariffs. So the mobile operator must build strong brand image so that target markets do not think much about tariff. 4) The complementary products must be available. 5) Network is also concern of the target markets. But target market can consider some disruption for the lower tariff.

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6) Word of mouth influence the purchasing behavior of the target market so mobile operator should adopt some tactic to promote word of mouth promotion. 7) Mobile phone operators should launch multiple promotional activities to attract or meet different needs of different segment. They can go for promotion with operant conditioning for students or housewives segment to force them to buy the products. 8) Mobile operator can highlight the brand image for its products to students and private service holders as students and private service holders value brand image for purchasing the mobile phone. 9) Companies should be careful while selling product to the segment of public service holder because they are most price sensitive customer among the target markets