Segmentation of Users of Cellular Phone Services in Guwahati City : An Exploratory Study

Cellular phone services are an inseparable part of the modern human society. This paper presents the segmentation of the users of cellular phone services in Guwahati, Assam, India, on the basis of the parameters identified from the findings of the previous studies. An exploratory study was conducted among 500 respondent users of such phones in Guwahati by using a structured questionnaire. It was found that most of the respondents were moderately satisfied regarding network, roaming facilities, charges, connectivity, value-added services, free incoming calls, attractive schemes, newer innovations and popularity of cellular phone services in Guwahati. Again, most of them had moderate overall satisfaction regarding their current cellular phone service provider(s) and had average chances of shifting from their current cellular phone service provider(s) to another without changing their number. The results of hierarchical cluster analysis reveal that there are five clusters (segments) of respondents among the users of cellular phone services in Guwahati. In addition, the outcome of non-hierarchical cluster analysis shows that these five clusters of respondents are: popularity seekers, connectivity seekers, efficient service seekers, optimal service seekers, and quality service seekers. Among them ‘quality service seekers' is the largest segment comprising 56.2% of the respondents. Formulation of proper strategies for each such cluster of customers may enable the cellular phone service providers to satisfy them, thereby ensuring higher customer loyalty leading to uninterrupted profitability and survivability of these companies