The Impact of Sales Promotion Schemes on Mobile Phone Services: A Comparative Analysis of Prepaid and Postpaid Mobile Users in Dehradun

Abstract

India's telecommunications business has significantly grown in the modern era of the information society. India's demand for mobile services has seen a spectacular increase, which has sparked fierce competition among various providers of telecommunications services. These companies provide a variety of promotional plans to encourage clients. In order to make educated decisions in this dynamic sector, it has become essential to comprehend consumer preferences and behavior. This study intends to evaluate consumer attitudes of several Dehradun-based mobile phone service providers, with a particular emphasis on their pricing policies and levels of satisfaction with their services. It also aims to predict how mobile phone services will affect socioeconomic developments in the future. To accomplish these goals, 150 mobile users from the city in Dehradun were randomly chosen as a sample. The results show that respondents preferred prepaid cell services over postpaid ones. The study also shows a significant relationship among respondents' monthly income and educational background and the marketing techniques they selected.