A Comparative Study of Consumer’s Gender Based Attitude towards Mobile Value Added Services in Jalandhar District Using Tri-Component Model

A Comparative Study of Consumer’s Gender Based Attitude towards Mobile Value Added Services in Jalandhar District Using Tri-Component Model

Savdeep Vasudeva (Department of Business Management, DAV Institute of Engineering & Technology, Jalandhar, Punjab, India) and Gurdip Singh (Department of Engineering, Chandigarh Group of Colleges, Gharuan, Mohali, Punjab, India)
Copyright: © 2013 |Pages: 19
DOI: 10.4018/ijom.2013070102


Mobile value added services (MVAS) are different from the core services such as calling, text messaging and extend the usability of mobile phones. This study has been carried out with the purpose to make a comparative analysis of the genders in context of their awareness and attitude towards MVAS. As a part of theoretical framework, the Tri-component model of consumer behaviour has been used to measure the attitude of consumers based on cognitive, affective and conative components. This study uses both primary and secondary methods of data collection. The responses of the users have been presented and analysed through hypothesis testing. As per the findings of the study, males and females differ in awareness towards MVAS. Overall, the mobile phone users differ significantly in attitude towards value added services. However, this not true when genders in conjunction to their respective attitude components are taken into consideration.
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In India, value added services like gaming, stock quotes, news, cricket updates, tele-voting, chatting, audio and video streaming etc. are becoming popular. These services differ in content, cost and demand and have been customised by mobile service providers for different segments of consumers (TRAI, 2012). As per the report titled ‘MVAS 2012’ presented by Internet and Mobile Association of India (IAMAI) on Mobile value added services, there has been tremendous growth in MVAS market from the past few years. This growth is attributed to higher adoption rate of MVAS as compared to the rate of growth of new mobile subscribers. The market size of MVAS in India has been INR 260 billion in the year 2012 and is expected to touch INR 332.8 billion by 2013. MVAS Market could be divided into Current MVAS (63%) and Emerging MVAS (37%). The Current MVAS consists of traditional kind of applications such as Caller Ring Back Tones (27%) and SMS based applications (17%). Whereas the Emerging MVAS includes Mobile Apps (10%) and Games (8%) which require higher data usage (Internet and Mobile Association of India [IAMAI], 2012). Mobile value added services have been expected to generate revenue which will reach up to 31% of the total revenue generated by mobile service providers (MSPs) by the year 2015. This growth in mobile value added services is attributed to improved quality and reduced costs of handsets. Apart from this, there has been increase in young generation of customers which like innovative and new mobile applications (TRAI, 2012). According to Dilip Modi, President - ASSOCHAM:

Mobiles today have began to replace roads in our country. While we build the basic amenities and physical infrastructure in our country, we have a huge opportunity to strengthen and leverage the digital infrastructure being built in our country. There is immense scope to develop Utility MVAS services in the country that will bring M-education, M-health, M-banking, M-governance, M-agriculture and other mobile services through digital highway to all sections of our population. (Deloitte & ASSOCHAM, 2011, p. 5)

As per Dr. J.S. Sarma, Chairman - TRAI:

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