A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy personal or household needs, wants or desires. According to a statement made by Mahatma Gandhi, ‘consumer refers to the following, “A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He Is part of It. We are not doing him a favor by serving him.
He Is doing us a favor by giving us an opportunity to do so’. So consumer Is Like he blood of our business and also a satisfied customer is a word of mouth advertisement of a product / services. Every human being is a consumer of different produces. If there Is no consumer, there Is no business. Therefore, consumer satisfaction Is very Important to every business person. According to Philip Kettle consumer satisfaction Is defined on, “personal feeling of pleasure resulting from comparing a product’s pursued performance in relation to his ‘her expectations”.
Consumer attitude measurements are taken on either potential buries or existing client’s buries in order to identify their heartsickness. Why should the competent market engineer conduct consumer research? Consumer’s surveys can provide the researcher with a wealth of Information, valuable of the marketing function. The needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from the payments received for the products and services supplied to Its customers.
If there is no customer there is no Income and there Is no business. Then the core activity of any company Is to attract and retain customers. It Is therefore no surprise that Peter Trucker the renowned management Guru has said “to satisfy the customers is the mission and purpose of every business” -Satisfaction of customer is essential for retention of customer’s and for continuous sales of the products and services of the company to customers. This establishes the needs for and the importance of customer satisfaction.
The satisfaction of consumers is different from one to another. Satisfies the consumer, he must very well know the behavior of consumer. The term consumer behavior may be defined as the behavior that consumer displays n searching for purchasing, using, evaluating, producing, services and ideas which they expect will satisfy their needs. In other words, “It’s a study of physiological, social, physical, behaviors of all potential customers as they become aware of evaluation, purchase and consumption and tell other about products and services”.
The study of consumer behavior is the study of how individuals make divisions to spend their resources like money, energy, time, etc. On consumption of products. Communication has been playing a pivotal role in man’s life from time immemorial inventions like Radio, Television, Telephone and computer made tremendous change in the world. Development in the field of communication is at galloping pace. Due to these advanced technologies in communication the world has shrieked in to a global village.
Its purpose is to provide universal connectivity and increase the efficiency and productivity in all sectors. Mobility helps one to send and receive information anytime, anywhere and make one to keep up the pace in this competitive world. Customer choice about particular product and services which mainly based on attitude. According to this personal experience influence of Preference group, Age, Income, Sex and Educational Qualifications . The telecommunication services have made a rapid stride both in quality and quantity.
However the users at large are found dissatisfied with the quality of services made available to them. The process of technological sophistication has gained the momentum but the users are yet to get the quality service. The managerial experts feel that the telecommunication sector needs a conceptualized marketing, which on the other hand would improve the quality of services and make ways for the generation of profits. Due to this limitations of the telecommunication sector, market for cell phones emerged in India.
