Mobile Brand Choice Criteria: An Empirical Analysis using Fishbein Model

Telecommunication market in India is galloping with lightening speed. In spite of its swift growth trajectory and huge size of the projected market, the players in this space are experiencing difficulty in coping up with competitive pressures. To survive and to flourish in this arena, the marketers have no choice but to design and execute superior strategies. Conventional approach based on gut feel and common sense, is to be replaced by the strategies of sophisticated kind which are based on sound principles of established theories.