Main Article Content
Abstract
After the globalization of Indian economy in 1991 the telecommunication sector reminds one of the most happening sectors in India. The recent years witness rapid and dramatic changes in the field of telecommunication in the last few years more and more companies both the foreign, domestic come in to cellular services to the people. It has immense capacity to serve the people directly or indirectly, telecom sector provides business and job opportunities to the people and help in increasing GDP of the country. In this contemporary scenario the market is full of alternatives to the customer; it is a buyer ‘market with a lot of alternatives to choose either mobile devices or service provider. The reliance has given a new alternative to the customers in the name of” “JIO”. Reliance JIO’s mega entry generates lot of drastic and unanticipated changes in consumer’s buying behavior. After considering all the above this study made an attempt to analyze how the entry of reliance JIO affects the mobile users behavior. The study reveals that the launch of reliance JIO and their free offers and schemes especially providing high speed internet at nominal rates attract more and more customers towards JIO network because of majority of the respondents are middle class so they easily go for the offers and schemes of reliance JIO. The study also analyze that after the launch of reliance JIO majority of the telecom companies who are charging high price values, started to reduce the prices for facing big competition .In light of the above facts, the present paper focuses to analyse the impact of mass marketing strategies of reliance JIO on the mobile users. For which Thrissur region was selected for the study.