Whenever we talk of growth and development of a nation, hardly can there be anyone who can ignore the vital contribution of Telecommunication sector. Today it has become a lifeline for us, in the absence of which we feel we are separated from the world at large. The importance of telecommunication product and service has gone deep in the life of people that after three essentials of human being i.e. food, shelter and clothing the fourth one that can be added comfortably is the communication. A gadget and a service which can be found in everyone’s palm ranging from rickshaw-puller to big businessmen. Now talking of India, which is still a developing country, the importance of telecommunication as a sector can be very well understood. Indian telecom sector has been doing exceptionally well in the past decade. Its structural and institutional reforms have provided tremendous growth opportunity to his sector. India has nearly 250 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. And in this context whenever we talk of mobile telephony, Vodafone as a brand must be taken in to account. Nowadays there is lot of competition between different telecom operators who in order to add more subscriber base to the existing figures comes out with attractive customer schemes and virtually there is a tug of war between operators to get more market share. But in this fierce competitive war to get more subscriber base, many a times the Retailers who play a vital role in the whole chain of sales and who influence customers for a service provider are sometimes ignored. So from this study an attempt has been made to understand the psychology, behaviour, preference and satisfaction at the Retailer level. In this competitive market for a service provider to get an edge over other operator, in addition to other prevailing factors a...
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