Cellular phone services are an inseparable part of the modern human society. This paper presents the segmentation of the users of cellular phone services in Guwahati, Assam, India, on the basis of the parameters identified from the findings of the previous studies. An exploratory study was conducted among 500 respondent users of such phones in Guwahati by using a structured questionnaire. It was found that most of the respondents were moderately satisfied regarding network, roaming facilities, charges, connectivity, value-added services, free incoming calls, attractive schemes, newer innovations and popularity of cellular phone services in Guwahati. Again, most of them had moderate overall satisfaction regarding their current cellular phone service provider(s) and had average chances of shifting from their current cellular phone service provider(s) to another without changing their number. The results of hierarchical cluster analysis reveal that there are five clusters (segments) of respondents among the users of cellular phone services in Guwahati. In addition, the outcome of non-hierarchical cluster analysis shows that these five clusters of respondents are: popularity seekers, connectivity seekers, efficient service seekers, optimal service seekers, and quality service seekers. Among them ‘quality service seekers’ is the largest segment comprising 56.2% of the respondents. Formulation of proper strategies for each such cluster of customers may enable the cellular phone service providers to satisfy them, thereby ensuring higher customer loyalty leading to uninterrupted profitability and survivability of these companies.

Cellular phones are devices that enable people to stay in touch with others wherever they go (De Brujin et al., 2009; and Maharaj and Parumasur, 2011). They have also been described as ‘mini computers’ by the researchers. Cellular phone services enable users to move around while remaining capable of accessing the network and its services (Giaglis et al., 2003). This is the main advantage that differentiates these services from wireline or landline phone services.

Cellular phone services have become an integral part of our day-to-day life. In fact, it is noticed that proper charges, wider coverage, and decent quality are essential elements of cellular phone services (Karine et al., 2004 and Butt and De Run, 2009). Richardson et al. (2000), in their report on Grameen Phone in Bangladesh, emphasized on charges as an essential element of mobile phone services, while Giaglis et al. (2003) and Khan (2010) emphasized the importance of proper network in cellular phone services. Gerpott et al. (2001), in their study, highlighted the importance of prices and network quality of cellular phone services. Gerpott et al. also stated that personal benefits of users are also important with respect to cellular phone services. It was noticed from the pilot survey that such personal benefits of the users with respect to mobile phone services is related to factors like offers, value-added services, multiple utility, free outgoing calls, free SMS, discounts, free incoming calls, security deposits, and attractive schemes of cellular phone services. The pilot survey also revealed that popularity of the mobile phone service provider(s) is also given high importance by the users.

Marketing Management Journal, Cellular Phone Services, An Exploratory Study, Innovations and popularity.