A Comparative Study on the Consumer Behaviour Towards Jio and Airtel with Respect to Recharge Plans with Add on Facilities in Ahmedabad City

Shah Mansi J; Bhavsar Mitesh R; Jignesh Vidan

doi:10.59890/468hdk73

Authors

Shah Mansi J LJ University Author
Bhavsar Mitesh R LJ University Author
Jignesh Vidan LJ University Author

DOI:

https://doi.org/10.59890/468hdk73

Keywords:

Consumer Behaviour, Telecom Services, Add-On Facilities, Age Demographic

Abstract

This study investigates consumer behaviour towards two major telecom providers, Jio and Airtel, in Ahmedabad city, focusing on the influence of age on preferences for recharge plans and add-on facilities. The research employs a quantitative approach, using chi-square analysis to test various hypotheses concerning consumer attitudes towards telecom services. The findings reveal significant relationships between age and several consumer behaviour aspects, including the importance of add-on services like OTT subscriptions, satisfaction with recharge plan variety, and willingness to pay extra for additional services. Younger consumers are more likely to prioritize value-added services, such as Netflix and Amazon Prime, when choosing a telecom provider, while older consumers place greater importance on network quality, service reliability, and brand loyalty. The study further identifies a weaker relationship between age and factors like network issues and customer service satisfaction, highlighting differing expectations across age groups. These results underscore the need for telecom companies to tailor their offerings to meet the diverse needs of different consumer segments. Specifically, younger consumers may be attracted by flexible, feature-rich plans, while older consumers may prioritize reliability and customer support. Overall, the findings contribute to a deeper understanding of how consumer preferences vary by age and provide actionable insights for telecom companies looking to enhance customer acquisition and retention strategies

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