Abstract

Fulfilling the preference of the subscribers is an important task to every marketer. As it is a competitive world, the retaing the subscribers is difficult job to the service providers. Today, preference of the subscribers varies from one to one. Due to huge competition in the service sector, there are so many service providers available. Therefore each and every service provider has to focus on lots of aspects in connection with subscriber’s’ preference. In that, the subscribers’ preference must be identified and fulfilled by the service providers. Thus the service providers need to focus on fulfilling the subscribers’ needs, wants and preference to maintain their position in the competitive market. As the success of the marker is depending upon the subscribers’ preference, the marketer should know it and try to fulfill it. This study analyses the subscribers’ preference towards mobile communication service in Tuticorin District

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