Great Lakes Institute of Management, Chennai, India

Consumer Preference of Attributes of High-Speed Internet / Broadband in India

High-Speed Broadband Internet is a new and vibrant segment in the fast growing Telecom Industry in India. There are many gaps in the understanding of the adoption of this new experience by the mass consumers. Till recently Dial Up technology was prominent in the Internet industry. With the onset of newer technologies (DSL, WiFi, etc.) the possibilities in with and depth of Internet based services has increased exponentially. This empirical research attempts at understanding the consumer preferences for the attributes of a broadband internet home connection (through conjoint) and then evaluating the major telecom competitors on these features by measuring the consumer experiences on these attributes. The relative competitive positioning of four major players will be analyzed through a perceptual map. The result will facilitate formulation of a highly focused positioning strategy that will improve customer experience while increasing market share by specifically plugging in the gaps between perceptions / needs and current delivery.