Companies communicate to create traffic in the retail outlet and it is true everywhere in the world. If the communication is very effective, consumers will definitely try out the product and experience the shopping. If the shopping experience is good, price is okay and outlet location is not far off, consumers may try it again. In case of low-involvement products, consumers normally follow AIDCA (Awareness-Interest-Desire-Conviction-Action) route and buy if shopping experience is good and these consumers become habitual buyers.
If a new brand comes with superior features, consumers tend to take more time before switching to a new brand, sometimes may not switch at all. In case of high-involvement products, normally consumers tend to take the AIDCA route, where "Conviction" is very essential. If the "Conviction" of the consumers is very high for a particular brand, they normally buy that brand. If a new brand comes to the market place with superior features, consumers calculate "Switching Cost" at the time of switching to a new brand.
So, it is important to understand that communication-content varies from brand to brand. And for a commodity, the communication may be entirely based on price and availability. In this context we will analyze how different mobile operators are communicating and how they are wooing their consumers. If the company can create a Mental-Connect with the consumers through its communication, consumers will definitely stand by the company; if not they will try competitive brands. And we will limit our discussion only to the communication given by the following mobile operators—Hutch (now Vodafone), Airtel, Tata Indicom, BSNL and Idea.
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