The Methodology adopted for the study was a combination of the Field survey method, personal interviews and use of the observational technique. A structured questionnaire was administered to the total of 70 cellular phone users in two areas Nagpur (40) and Butibori (30).
The structured questionnaire was designed to elicit information on demographic and psychographic aspects of the respondents. Further, the opining of the users was obtained with regard to the promotional strategies being followed by the cellular companies. The demographic aspects included age, gender, marital status, education, occupation and income.
The psychographic variable included attitude towards life, self-image and values, personality types, role models, locus of control, attitude towards finance, work orientation, attitude towards per consumption, social issues and loyalty behaviour Besides these, observations were also made regarding the source of awareness, influences on purchase decision, and opinion on the brand ambassador, usage patterns and customer opinion on the promotional strategies of the product/service.
Also, 100 respondents in Nagpur were personally interviewed to know their perception about the Prepaid Cellular service of BSNL & the data obtained was used in Jonnes & Sasser Model.
The structured questionnaire was designed to elicit information on demographic and psychographic aspects of the respondents. Further, the opining of the users was obtained with regard to the promotional strategies being followed by the cellular companies. The demographic aspects included age, gender, marital status, education, occupation and income.
The psychographic variable included attitude towards life, self-image and values, personality types, role models, locus of control, attitude towards finance, work orientation, attitude towards per consumption, social issues and loyalty behaviour Besides these, observations were also made regarding the source of awareness, influences on purchase decision, and opinion on the brand ambassador, usage patterns and customer opinion on the promotional strategies of the product/service.
Also, 100 respondents in Nagpur were personally interviewed to know their perception about the Prepaid Cellular service of BSNL & the data obtained was used in Jonnes & Sasser Model.
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