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@article{193519,
        author = {Dr. P Sumathi and S Ambiga},
        title = {An Empirical Study on Factors Influencing Consumer Behaviour Towards Telecom Services in Dharmapuri District},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {799-805},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193519},
        abstract = {The telecommunication industry plays a vital role in economic and social development by enabling connectivity and digital inclusion. In recent years, rapid technological advancements, competitive pricing strategies, and improved service quality have significantly influenced consumer behaviour in the telecom sector. This study aims to examine the various factors influencing consumer behaviour towards telecom services in Dharmapuri District. The research focuses on service quality, pricing, network coverage, promotional strategies, brand image, and customer support services. A structured questionnaire was used to collect primary data from 300 respondents using convenient sampling method. Statistical tools such as percentage analysis, chi-square test, correlation, and regression analysis were applied for data interpretation. The findings reveal that network quality, affordable pricing, and internet speed are the most influential factors affecting consumer choice and satisfaction. The study provides suggestions for telecom service providers to enhance customer retention and improve service efficiency in the district.},
        keywords = {Consumer Behaviour, Telecom Services, Service Quality, Customer Satisfaction, Dharmapuri District, Brand Preference.},
        month = {March},
        }