MARKETING-MIX MODIFICATION ANALYSIS BY USING MULTIDIMENSIONAL SCALING: THE CASE OF INDIAN TELECOM SERVICE PROVIDERS

The application of multidimensio nal scaling is introduced in this research work for setting the right marketing mix strategies for telecom service providers based on 4 P’s in the present competitive era. The proposed methodology adopts the multidimensional scaling and translated the response of customers into the influence and satisfaction level and placing them into BCG matrix to know the impact and to find out the appropriate strategies for each buying stimuli. Based on the findings of this research the strategic directions for each telecom service provider under the investigation are proposed by the authors. Indian telecom service providers are taken to provide a case example. The ultimate goal of this research is to help the telecom service providers in analyzing the buying stimuli for their products, services and accordingly the satisfaction level of customers based on the responses provided by them.