• SABINA JOAN DSOUZA
• CLERA RODRIGUES
• CHRISTINA DELPHINE

This comprehensive study focuses on unravelling the intricate nuances of consumer preferences within Mangaluru city's mobile network services landscape. With the advent of mobile services in the late 1990s, India's expansive population became a significant advantage for market players. Mobile network service providers have continuously strived to cater to the diverse needs of subscribers, emphasizing accessibility, retention, and the acquisition of new users. The evolving market dynamics have seen a surge in competition among service providers, leading to innovative offerings such as mobile number portability, value-added services, multimedia messaging, robust signal transmission, flexible subscription schemes, and seamless recharge options. Notably, the accessibility of mobile networks has widened among lower and middle-class demographics owing to substantial reductions in subscription tariffs and government-led initiatives supporting spectrum operators to enhance signal clarity. In today's fiercely competitive environment, where customer satisfaction is paramount for business success, understanding consumer preferences beyond the mere provision of services has become indispensable. Therefore, this study endeavours to explore and dissect the preferences of mobile network users concerning specific service providers in Mangaluru city. By delving into these preferences comprehensively, this research aims to shed light on the influential factors driving consumer choices in the domain of mobile network services.

Network, Brand preference. Mobile services

"''UNDERSTANDING CONSUMER PREFERENCES IN MANGALURU CITY'S MOBILE NETWORK SERVICES: A COMPREHENSIVE STUDY''", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.578-589, December-2018, Available :http://www.jetir.org/papers/JETIR1812F03.pdf

"''UNDERSTANDING CONSUMER PREFERENCES IN MANGALURU CITY'S MOBILE NETWORK SERVICES: A COMPREHENSIVE STUDY''", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp578-589, December-2018, Available at : http://www.jetir.org/papers/JETIR1812F03.pdf