Evaluation of Internet Speed in the Selection of Broadband ISP in Gujarat – An Associative Analysis

The present study examined the strength of association in respect of speed with the indepent variables such as Age, Education, Occupation , Income, Selection of ISP, Hours spent on the internet, Types of Devices connected with the Internet and No of Devices connected on the Internet. The associative analysis was conducted through Chi square test to observe the association and assess the goodness of fit to prove omnibus null hypothesis that all groups are not associated with the speed dimension of the broadband services. Primary data were collected from 362 respondents of subscribers of various broadband ISP from the four major cities such as Ahmedabad, Vadodara, Surat and Rajkot of the Gujarat state, on the various elements of the study by the way of survey method and with the help of the interviewee administered questionnaire. The results suggest that Age, Education and Income groups are not associated with the speed hence they were found ineffective. Whereas the Occupation, Selection of ISP, Hours spent on the internet, Types of Devices connected with the Internet and No of Devices connected on the Internet are associated with the speed hence they were found effective. The main purpose of the underlying study is to examine the strength of association of Internet Speed in the Selection of Broadband ISP in Gujarat State. This results helps in the articulating the features of the broadband services. This associative analysis would be more useful in formulating the marketing strategy.