Nowadays the adoption of mobile phones has been remarkably increasing many parts of the world particularly in India, where almost mobile phones are common as wrist watches. This study was undertaken to find out the Consumer Preference towards the Services Offered by Mobile Phone Service Providers in Salem District. The study mainly concentrates on the six popular mobile phone service providers i.e., BSNL, Airtel, Vodafone, Aircel, Idea and Reliance. To undertake this study a structured questionnaire was developed to collect the required primary data from the 450 consumers. The result of the study implies that network quality, brand reputation and schemes and offers have been the major factors considered by the consumers while selecting mobile phone service providers. This research concludes that consumers ranked first to network quality and second rank to brand reputation.
Keywords : Mobile phones, Service providers, Consumers, Factors.