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Determinants of Mobile Service Provider Selection in Rural-Urban India: A Demographic Analysis

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  • Panthagada Sasibala

    (Research Scholar, Department of Commerce and management studies, Andhra University, Visakhapatnam)

Abstract

This study investigates the factors influencing mobile service provider selection among 550 respondents in East Godavari District, Andhra Pradesh, India. Employing a comprehensive survey methodology, we examine ten service attributes and their variation across demographic segments including age, income, occupation, education, gender, and provider affiliation. The findings reveal that internet speed (90.9%), 4G/5G availability (85.7%), and recharge options (83.2%) are the most influential factors, while traditional considerations like affordable tariff plans (51.7%) and network coverage (57.2%) rank lower. Notably, income significantly differentiates priorities for internet speed (F=85.404, p=0.000), while occupation influences perceptions of call quality and promotional offers. Factor analysis extracted four dimensions: Core Service Fundamentals, Value-Added Data Appeal, Brand Perception, and Trust-Communication Reliability. Regression analysis identifies affordable tariff plans as the sole significant predictor of provider selection (β=0.259, p=0.035). The study provides actionable insights for telecom operators in emerging markets characterized by high multi-SIM usage (83.3%) and data-centric consumption patterns.

Suggested Citation

  • Panthagada Sasibala, 2026. "Determinants of Mobile Service Provider Selection in Rural-Urban India: A Demographic Analysis," International Journal of Research and Innovation in Applied Science, International Journal of Research and Innovation in Applied Science (IJRIAS), vol. 11(6), pages 4075-4083, June.
    • Handle: RePEc:bjf:journl:v:11:y:2026:i:6:p:4075-4083
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