International Journal of Marketing & Financial Management
Print ISSN : 2349 –2546
Online ISSN : 2348 –3954
Frequency : Monthly
Current Issue : Volume 1 , Issue1
2013
Saiyed Mohd Faisal*, Irshad Ahmad**
* Assistant professor, Department of management studies, Al Falah School of Engg and technology, Faridabad, Haryana, India
**Department of Management Studies, Al-Falah, University, Faridabad, Haryana, India
Published Online : 2013-12-31
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Abstract
The purpose of this study is to identify the factors influencing the Telecommunication distribution efficiency in rural area specific to Rajasthan region through exploring and studying the nature of rural GSM telecom business. It investigates the factors impacting the Customer Market Share (CMS) of prepaid business in rural towns with high geographical spread. The research constructs were developed based on the Hub and Spoke model of distribution and incorporated the new factors, which is constituted by Covered population, Mobility penetration, Network traffic and town distance from the base distributor town. Regression analysis was employed to study the relationship. The results show that there is an impact of these additional factors on CMS. Based on these factors, this research paper suggests a modified model which is ‘Retailer as Distributor’ (RAD) model in the towns to improve the distribution efficiency in rural towns.
Keywords; Rural Telecom Distribution, Customer Market Share (CMS), Hub & Spoke model, Retailer as Distributor (RAD)
