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- Title
Consumer's Demographic, Self-concept and Level of Involvement in Selection of Caller Ring Back Tones (CRBT).
- Authors
Banerjee, Saikat
- Abstract
In India, in the recent past, there has been a remarkable change in the usage pattern of mobile phones. Now-a-days users buy mobile phones not just to be in touch but also to express their attitude, feelings and interests. As a result, the entire cellular phone industry is trying to offer innovative options to their customers going much beyond the world of voice communication. Callertune service, popularly known as CRBT is one such service where the scope is huge but benefits offered through this service are more intangible in nature. This is a popular service in which the calling party hears music chosen by the called party (instead of the ringing sound). Despite the facts that CRBT VAS offers high profit margins to telecom companies, the revenue growth is not encouraging. Service providers are eager to understand the role of different variables that influence the selection of callertunes so that same may be addressed at the time of finalization of service offers. In this back drop, the present empirical study examines the impact of consumer's demographics, self-concept and level of involvement in the selection of specific CRBT.
- Subjects
INDIA; SELF-perception; RING tones; CELL phones; MOBILE communication systems
- Publication
Journal of Marketing & Communication, 2011, Vol 7, Issue 2, p13
- ISSN
0973-2330
- Publication type
Article