Cellular services in India have successfully reached the common man. People from the lower-income group also are utilizing these services liberally. Interview selected users of these services from...

Cellular services in India have successfully reached the common man. People from the lower-income group also are utilizing these services liberally. Interview selected users of these services from lower- and middle-income groups to find out: (a) Their value perceptions of the service. (b) The marketing strategies that influenced them the most.