A STUDY ON CONSUMER PREFERENCE TOWARDS JIO NETWORK IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study examines consumer preference towards Jio network in Madurai City, focusing on the factors influencing customers’ choice and satisfaction levels. The rapid growth of the telecom sector in India has intensified competition among service providers, making it essential to understand consumer expectations and perceptions. The primary objective of this research is to analyze the key determinants such as pricing, network coverage, internet speed, service quality, promotional offers, and customer support that shape consumer preference for Jio. The study is based on primary data collected through structured questionnaires distributed to Jio users in Madurai City, along with secondary data from journals, websites, and company reports. A descriptive research design was adopted, and simple statistical tools such as percentage analysis and charts were used to interpret the data. The findings indicate that affordable data plans, wide 4G coverage, attractive offers, and high-speed internet services are the major factors driving customer preference towards Jio. However, certain respondents expressed concerns regarding network congestion during peak hours. Overall, the study concludes that Jio holds a strong competitive position in Madurai City due to its cost-effective services and consistent innovation in the telecom market.

References

1. Jio. (2023). Annual Report 2022–23. Mumbai: Reliance Industries Limited.
2. Telecom Regulatory Authority of India (TRAI). (2023). The Indian Telecom Services Performance Indicators. New Delhi: TRAI.
3. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
4. Kothari, C. R. (2004). Research Methodology: Methods and Techniques (2nd ed.). New Delhi: New Age International Publishers.

Keywords

Jio, Consumer Preference, Telecom Industry, Customer Satisfaction, Network Coverage, Data Plans, Service Quality, Pricing Strategy, Madurai City, 4G Services.