摘要：Indian Telecom industry is coming of age with the industry transforming from very players like BSNL, VSNL and MTNL to 47 players, Indian telecom industry became highly competitive with firms coming out with cost effective innovative schemes and implementing them at the cost of their profits. Due to cost effective and innovative schemes bombarding the market, the customer is induced to exhibit shift behavior. This paper helps us to study the brand loyalty and shift behavior of the customers towards mobile service providers, number of SIM cards each customer is holding, is customer happy with shifting, reasons for shifting and non – shifting and when does shift behavior really work out? This paper highlights shift behavior, in general and the shift behavior towards TATA DOCOMO in particular which is the finding of a research work by sample survey method.
