First, the reliability of the questionnaire (both customers and retailers) was checked using IBM SPSS Version 20.

Cronbach's alpha is a measure of internal consistency, i.e, how closely related a set of items are as a group. It is considered to be a measure of scale reliability. If the value of Cronbach’s α is greater than 0.6, one can proceed with further analysis. If the value of α is less than 0.6, the questionnaire needs to be redesigned.

6.1 Reliability Testing-

• Customer’s questionnaire Reliability testing using IBM SPSS Version 20 -

• Table 6.1.1-Case Processing Summary N %

Cases Valid 400 100.0 Excludeda 0 .0 Total 400 100.0

Tab 6.1.2-ReliabilityStatistics

Cronbach's Alpha N of Items

.898 11

Cronbach’s α

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Sig. (2-sided)

Pearson Chi-Square 118.583a 25 .000

Likelihood Ratio 102.127 25 .000

Linear-by-Linear Association 52.461 1 .000

N of Valid Cases 400

• As the p-value is .000 which is less than alpha(α)(0.05), we accept the alternate hypothesis (H1)

• Accepted- H1: There is a significant relationship between the customer’s choice of telecom operator and the company’s advertisement campaigns.

• Table 6.2.7- Hypothesis-III

III

H0 : Demand of a telecom company’s products/services and it’s promotional schemes for retailers are not related.

H1 : Demand of a telecom company’s products/services and it’s promotional schemes for retailers are related.

• Table 6.2.8 Highest Demand * Best Promotional schemes Crosstabulation

Count

Best Promotional schemes Total Idea Airtel Uninor Reliance Vodafone

Highest.Demand Idea 11 4 5 2 1 23 Airtel 1 18 1 1 15 36 Uninor 1 4 1 1 0 7 Reliance 1 4 0 0 2 7 Vodafone 0 9 2 3 3 17

Total 14 39 9 7 21 90

• Table 6.2.9 Chi-Square Tests at 95% confidence interval- Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 47.610a 16 .000

Likelihood Ratio 51.056 16 .000

Linear-by-Linear Association 1.376 1 .241

N of Valid Cases