Management Journals | Marketing Management

The IUP Journal of Marketing Management

Consumer Insights on Fixed Line Broadband Internet Services Adoption in North India

Article Details

Pub. Date	: Nov, 2023
Product Name	: The IUP Journal of Marketing Management
Product Type	: Article
Product Code	: IJMM061123
Author Name	: Upender Pathak and Parampal Singh
Availability	: YES
Subject/Domain	: Marketing
Download Format	: PDF Format
No. of Pages	: 21

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Abstract

The study examines consumer insights on fixed line broadband Internet services and attempts to find out how the users perceive various products offered by Internet service providers in North India. A survey was conducted among broadband Internet users and descriptive research design with non-probability type sampling were used for necessary data collection. The study used descriptive statistics, independent t-test, one-way ANOVA, Tukey Test, Games Howell Test, Welch ANOVA, and Levene test of homogeneity to analyze the data. The study has extracted qualitative infrastructure variables, reliable services variables and value for money variables. The results reveal that age and geographical area differ for qualitative infrastructure variables; income variable differs for reliable services variables; and occupation variable differs for value for money variables.

Introduction

Telecom is the fastest growing sector globally and in India it is the second largest service provider in terms of users along with lowest call rates. With the innovation of broadband Internet services, the importance of this sector has grown manifold and revolutionized Internet connectivity. The present paper focuses on fixed line broadband services which has ensured high speed Internet through cables or fiber optic networks as compared to mobile broadband network.