Mbr Final Report g.k.m

8/6/2019 Mbr Final Report g.k.m

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THE EFFECT OF BROADCAST MEDIA ADVERTISING

ON CONSUMER BEHAVIOR IN CELLULAR INDUSTRY


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TITLE:

THE EFFECT OF BROADCAST MEDIA ADVERTISING

ON CONSUMER BEHAVIOR IN CELLULAR INDUSTRY

SUBMITTED TO:

MR: MUHAMMAD AMJAD

SUBMITTED BY:

GOVINDA KUMAR 09-2624)

SUBMISSION DATE:

05 MAY, 2011


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1.LETTER OF TRANSMITTAL

TO: MR: MUHAMMAD AMJAD

FROM: GOVINDA KUMAR MANWANI

DATE: MAY 02, 2011

SUBJECT: Report on Research On Mobile SIMs

All praises and thanks are for Almighty ALLAH Who is the source of all knowledge and wisdom

endowed to mankind and to the humanity as a whole.

Behind every project is a vision and in order to complete a successful project we must have a

determination to complete that vision. We would like to say the words of appreciation to our

course instructor Mr. MUHAMMAD AMJAD for motivating us for going towards that vision

and his abilities to turn that vision into reality.

The encouragement and assistance of our parents and friends are gratefully acknowledged. We

are extremely indebted to the individuals who supplied us with ample help, guidance and

information without which this report would never have been completed. We regret if we haveforgotten to mention anyone concerned.

Regards,

GOVINDA KUMAR (09-2624)


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Table of Contents

1.LETTER OF TRANSMITTAL ........................... ............................... ...................... ................................ ...... 4

2. Executive summary .............................................................................................................................. 7

3.BUSINESS PROBLEM.............................................................................................................................. 8

4.PRELIMINARY DATA GATHERING ........................ ................................ ....................... ............................ 8

4.1 BACKGROUND ................................ ......................... .............................. .............................. ........... 8

5. Industry overview ................................................................................................................................ 9

5.1Mobilink ......................................................................................................................................... 9

5.2 Ufone ........................................................................................................................................... 10

5.3Telenor ......................................................................................................................................... 10

5.4Warid ............................................................................................................................................ 10

5.5Zong.............................................................................................................................................. 10

6. Problem Definition ............................. ............................ ....................... ................................ ............. 11

6.1 Consumer behavior ...................................................................................................................... 11

6.2 Why do consumers switch? .......................................................................................................... 11

6.2.1Core Service Failures .............................................................................................................. 11

6.2.2Involuntary switching ............................................................................................................. 11

6.2.3Service encounter failures ........................... ................................ ...................... ..................... 11

6.2.4Pricing .................................................................................................................................... 12

6.2.5Competitive Offers ................................................................................................................. 12

6.2.6Ethical problems..................................................................................................................... 12

6.2.7Complete service providers ........................ ................................ ...................... ...................... 12

6.2.8Changes in technology ........................................................................................................... 12

6.2.9Soft shoppers ......................................................................................................................... 13

7. OBJECTIVES ........................................................................................................................................ 13

8. Limitations ......................................................................................................................................... 13

9. Research Design ............................... ......................... ........................... ............................ .................. 14

9.1 FRAMEWORK ............................................................................................................................... 14

10. MODEL ............................................................................................................................................ 14

11. VARIABLES ....................................................................................................................................... 15

12. Generation of Hypothesis ................................................................................................................ 16


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12.1 HYPOTHESIS ............................................................................................................................... 16

13. RESEARCH DESIGN ............................ .......................... ........................... ................................ ......... 17

13.1 POPULATION .............................................................................................................................. 17

13.2 SAMPLE ...................................................................................................................................... 17

13.3 SAMPLING METHOD................................................................................................................... 17

13.4 PLAN OF ANALYSIS ..................................................................................................................... 17

13.4.1 Frequency ........................................................................................................................... 17

13.4.2Cross Tabulation ............................ ............................ ....................... ................................ .... 17

13.4.5One sample T-Test................................................................................................................ 17

13.5 SOFTWARE EMPLOYED ............................ ............................. ...................... ................................ 17

14. Data Collection and Interpretation ........................ ................................ ....................... .................... 18

15. Conclusion ....................................................................................................................................... 41

16. RECOMMENDATION ........................................................................................................................ 42

17. APPENDIX ........................................................................................................................................ 43

17.1CODE BOOK ................................................................................................................................ 43

17.2QUESTIONNAIRE ......................................................................................................................... 44


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2. Executive summary

The topic of our research report is Research on Mobile Sims of Pakistan. It is a very vast topic

but in this report we have particularly focused behavior of the consumers regarding selection and

usage of their particular cellular service providers. The population in our report is taken from

FAST National University and Muhammad Ali Jinnah University. Our sample size in this report

is 30. Our independent variables are our current cellular service providers who affect the

dependent variable i.e. consumer behavior. Moderating variables are price and core consumer

services for example packages, network coverage, call centers etc. Method of research used in

this research is questionnaires. 15 questionnaires were taken from each institute.

The result shows that 50 %consumers use Ufone, 29% Telenor, 13.3% Warid 23.3%& Mobilink

10% and 3.3% Zong. Features which consumers take into account in order to select a particular

cellular service provider are the package offering, competitive pricing, services, reception etc. we

also noticed that consumers have a consistent behavior they are not likely to switch from their

current cellular service provider. Advertisement does not have any strong effect on consumer

behavior only 13.3% of consumers are tending to change their perception due to advertisement.


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3.BUSINESS PROBLEM

There are total five mobile SIM companies operating in Pakistan. Research on mobile SIM is avery vast topic and we are particularly focusing on the behavior of mobile SIM users to seewhich mobile SIM is popular and why it is being used amongst the majority.

4.PRELIMINARY DATA GATHERING

4.1 BACKGROUND

Worldwide, countries have seen a boom in the wireless market over the last few years. Wireless

phones once a luxury of the high-powered business-elite, have invaded every space of our lives.

The checker at the grocery store uses one (Ellis, 1999, p. 93). This increase in demand has led

to increased competition in the cellular industry. For example, Pakistan currently has five or

more service providers competing for market share. The increased competition has resulted in

more choices and better value for the consumers as companies try to lure clients throughcompetitive plans and equipment pricing. Motivated by a need for mobility and lowered costs of

owning a cell phone, a growing trend amongst consumers is to use their cell phones as their

primary phone. In spite of its gaining popularity, the cellular industry appears to have its market

share of problems such as dropped calls, billing errors, and a multitude of calling plans which

make this service very challenging for consumers, resulting in dissatisfaction and possible

switching behavior.

When mobile cellular services were launched in the country the people responded chaotically.

These services commenced in the 1990s when Government of Pakistan awarded two cellular

Mobile Telephone Licenses to M/s Paktel and M/s Pak Com (Instaphone) for provision ofcellular mobile telephone in Pakistan. Both of these companies established their CMT networks

using Advanced Mobile Phone System (AMPS). Third cellular license was issued in 1992 by the

Ministry of Communication to M/s Pakistan Mobile Communications Limited (PMCL)

Mobilink. Mobilink established Global System for Mobile Communication (GSM) network. In

order to meet the increased demand for cellular phone, PTA issued license to M/s Pakistan

Telecommunication Mobile Limited (Ufone) for provision of GSM service in 2001. The year

2001 proved remarkable as far the growth in cellular subscriber base was concerned.

In 2004 mobile licenses to two new companies i.e. Warid and Telenor were awarded through

open bidding against auction bidding price of US$291 million each. As per new mobile policythese licenses were kept technology neutral so that operators could decide best possible option.

The introduction of these two mobile operators gave a tremendous boost to the mobile phone

subscriber base in Pakistan which increased by phenomenal 182%. Pakistan mobile industry at

the moment is experiencing growth explosion. At present there are six cellular operators

providing 29.6 Million mobile connections. Though the existing players are trying to meet the


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growing demand still there is a huge amount of unmet demand in the under and un-served parts

of the country.

The biggest challenge faced by this industry is churn, process of leaving one cellular provider for

another. These costs arise from account set-up, credit checks, advertising & promotional

campaigns, and operational costs incurred while the provider creates a database of a newconsumers profile. Thus, its critical for a service provider to maintain a continuing relationship

within an existing customer because the marginal income from such a customer varies directly

with the length of the business relationship (Gerpott, Rams, and Schindler, 2001, p. 250). As a

result, with time the incremental cost incurred in maintaining an existing customer reduces,

leading to a more profitable business for the service provider in the long run.

5. Industry overview

Consumers trend towards adopting cell phones for business or personal reasons has resulted in a

penetration rate of over a 100% in some countries.

The telecommunication plays a vital role in development of a country. It provides the prime

services that an economy needs for rapid growth, development and modernization. As the

economy grows, demand for telecom services increases to conduct the increased number of

economic transactions in the expanded economy. Improved efficiency of this sector generates

economy-wide benefits as telecommunications are a vital intermediate input and is also crucial to

the dissemination and diffusion of knowledgethe spread of the internet and the dynamism that

it has lent to economies around the world is testimony to the importance of telecommunications

services. The telecommunication sector in Pakistan has done remarkably well in the past few

years primarily due to trade and investment liberalization, privatization and openness to moderntechnology. The different service providers operating in Pakistan are discussed below:

5.1Mobilink

Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a

telecommunication service provider in Pakistan. According to PTA statistics, Mobilink has 29.55

million customers by July 2009. Mobilink is the largest cellular service provider in Pakistan.

Mobilink's corporate postpaid package is sold under the brand name "Indigo" and prepaid by the

name of "Jazz".

In addition to cellular service, the Orascomm group is diversifying its service portfolio by settingup new businesses and also expanding through acquisitions. Recently, they started offering DSL

broadband through a wholly owned subsidiary, Link.Net. Company is in place for launch of

wireless broadband service through WiMax based technology.


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5.2 Ufone

Ufone GSM is a Pakistani GSM cellular service provider. It is one of six GSM Mobile

companies in Pakistan and is a subsidiary of Pakistan Telecommunication Company. It has a

subscriber base of 20.05 million as of July 2009.

Since its inception, Ufone has focused on the people of Pakistan, empowering them with themost relevant communication modes and services that enable them to do a lot more than just

talk, at a price that suits them the most. Along with the claim of lowest call rates, clear sound and

best network, Ufone offers its customers simplified tariffs with no hidden charges. With a strong

and uniquely humorous communication direction that has now become Ufones signature across

all advertising media, Ufone gives its customers many reasons to smile.

5.3Telenor

Telenor Pakistan is a wholly owned subsidiary that started operations on the 15th of March 2005

and holds one of six mobile licenses in Pakistan. It's also the fastest growing cellular network of

Pakistan - this may be attributed to their aggressive marketing and advertising campaign.

Currently, Telenor holds the second largest GSM and the largest GPRS and EDGE coverage in

Pakistan which competes with Ufone. With the recent launch of its nationwide EDGE-enabled

network. It has achieved the third largest retailer network in Pakistan within the 2 years span of

its operations and has started operations in northern areas of Pakistan and in Pakistani

administered Kashmir. Telenor had reached its breakeven in the first quarter of 2007. Telenor

proactively participated in the earthquake disaster relief, and carried out a campaign for the

welfare of flood victims in Baluchistan.

5.4Warid

In 2004, Warid Telecom International LLC, purchased a license for operating a nationwide

mobile telephony network, (WLL) and long distance international (LDI) for $291 million US

dollars and was the first venture of Warid Telecom International LLC. Warid Pakistan launched

its services in May 2005. Within 80 days of launch Warid Pakistan claims to have attracted more

than 1 million users. According to Pakistan Telecommunication Authority, currently Warid

Telecom has 18.14 million subscribers as of July 2009. It is ranked as the fourth largest operator

in Pakistan. Warid Pakistan claims it has the largest "post-paid" subscriber base in Pakistan.

5.5Zong

ZONG is The first International brand of China Mobile being launched in Pakistan. It is meant to

empower and liberate the people of Pakistan in every nook and corner of the country. It will

become a part of their hearts, their minds and bring about a change in their lives that every one

desired but few thought would be possible.

The core essence of ZONG is to allow people to communicate at will, without worrying about

tariffs, network coverage, capacity issues or congestion. ZONG will be supported by ground

breaking communications, trend setting customer service and an unmatched product offering


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consumer in an impolite, uncaring and unresponsive way can cause dissatisfaction in consumers.

An employee who is unknowledgeable can also be contributing factor to consumer switching

away.

6.2.4Pricing

It indicates that pricing is third largest reason in switching behavior. While pricing be the solefactor motivating the switch behavior, very often its combined with switch behavior. Pricing

includes rates, surcharging, penalties and promotional deals. Customer tends to switch not only

because the price is high, but also when the price increase is deemed unfair.

6.2.5Competitive Offers

Competition in cellular company is mainly among largest carriers. Each carrier is trying to attract

new clients to its network by offering them massive discounts, promotional time bound free

calling etc. this has to lead numerous choices for the cost conscious consumer. The price war has

now become constant factor in this industry with companies trying to undercut each share for the

market share. The main tool used for promotions is advertisements.

6.2.6Ethical problems

Behavior can be unethical such as dishonesty, unsafe practice and conflicts of interest falls into

the ethical problem category. A common complaint among customer has been that while cell

phone service provider announces a low price for their package. Such hidden pricing can prove

harmful in long run as it results in massive churn with customer switching as soon as better offer

is made.

Another ethical issue arises when service provider employer an independent dealer that is so

profit motivated that complete information is not provided to customer upon motivation. By time

customer realizes the extra charges they have to pay.

6.2.7Complete service providers

Many of the cellular service providers are complete service providers offering wire line, Internet

ant wireless services. Although each of the branches may be set up as independent companies, in

the minds of the customers they are one. As a result, dissatisfaction in one area can quickly

snowball and lead to switching behavior where the client withdraws the complete service from

the organization.

6.2.8Changes in technology

With technology advancing at a rapid pace, cellular service providers are scrambling to keep upwith customer needs and in the process trying to distinguish themselves from the

competitor.Carriers completely and fiercely. More and faster ways to send data. Offering

new services not only help companies gain and retain customers but it also provides a mean of

generating greater revenue from one client. Companies that do not offer services in keeping with

the technological trend ultimately end up losing the client to a competitor that does offer the

service.


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6.2.9Soft shoppers

As mentioned earlier, in an attempt to woo customers, companies are targeting them heavily

through advertisements, mall intercepts, and telemarketing. The outcome of this has been the

change in consumers. Consumers today are a lot more aware of the different services available to

them and do not hesitate in doing constant price comparisons to get the best deal. These

consumers are called soft shoppers.

7. OBJECTIVES

Identifying and understanding customer switching behavior is important for a company, as

executives will be forewarned allowing them the time to find a way of forestalling the negative

impacts of switching. This research outlines the overall trends in the Pakistani Cellular Industry

and identifies the motivators for consumer switching behaviors. This research paper is conducted

in order to get a clear picture of consumer switching behavior due to broadcast media

advertising. The research also aims to find out how advertising affects the choice of students in

selection of different packages offered by cellular providers. Due to this the research focuses

whether it results in consumer switching to other cellular providers from their current service

provider. We have focused the students studying in different universities of Karachi and were

able to collect information from FAST-NU and MAJU University. The competitive landscape in

the wireless telecommunications industry has rapidly changing. We aimed to know about the

level of competition between the cellular providers.

8. Limitations

This study has several limitations. First, due to financial and time restraints, a convenience

sample of 2 different universities operating in Karachi is used. The students views may not be

representative of the general population even if they are cellular users.

Second, due to convenience sample, there is a selection bias as the distribution of respondents is

not sufficient across the service provider. Because of this, certain statistics cannot be run.

Third, use of a small sample possibly led to the insignificance of certain tests; however a

different result might be attained if a larger sample size is used.

Fourth, as the surveys conducted are paper and pencil surveys, there might be bias in the answers

as respondents have the ability to return to previously answered questions and change theiranswers.

Finally, this research has certain geographical limitations. Due to time and financial constraints,

the study is conducted only in Karachi and has focused on four universities only. As we have all

national service providers, these results would have to be extrapolated to other regions and

universities.


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9. Research Design

9.1 FRAMEWORK

A theoretical framework is a collection of interrelated concepts, like a theory but not necessarily

so well worked-out. A theoretical framework guides your research, determining what things youwill measure, and what statistical relationships you will look for. The variable which we have

identified in our research is current cellular provider as independent variable. This is because

students can choose any of the current cellular providers according to their own choice. The

current cellular providers operating in Pakistan are Mobilink, Ufone, Telenor, Warid and Zong.

This factor is totally out of our reach.

The dependant variable in our framework is the consumer switching behavior which is result of

the factors which are discussed above in the part why consumers switch. Consumer switching

behavior is taken as dependant because after using the service the outcome is informed of

switching behavior.

There are several moderating factors identified in our framework that are core service failures,

pricing, competitive offers, ethical problems, involuntary switching and technology. All of these

factors are briefly discussed above in topic details of chapter Introduction, which gives a clear

picture about the effectiveness of these factors in switching behavior.

10. MODEL

Current

Cellular

Consumer

Switching

Pricing

Competitiv

e Offers

Core

Service

Ethical

Proble

TechnologInvoluntar

y


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11. VARIABLES

The following variables are identified:

Independent variables:

o Current Cellular providers

Mobilink

Ufone

Telnor

Warid

Zong

Dependant variables:

o Consumer Switching Behavior

Moderating variables:

o Pricing

Hidden charges

Monthly Package services

o Competitive offers

o Core service failures

Billing errors

Servicemistakes

Disruptions

o Ethical problems

Completeness of information provided by dealers

Hidden charges

o Involuntary switching

Mergers or takeovers

o Technology

Trendy phones

Latest features


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12. Generation of Hypothesis

12.1 HYPOTHESIS Null hypothesis

Current cellular providers result in consumer switching behavior.

Alternate hypothesis

Current cellular providers do not result in consumer switching behavior.

Type of investigation

The type of investigation being conducted is co relationalbecause we are interested in

finding association between the variables.

Study setting

Non contrivedstudy was performed as work is normally proceeding. We used a natural

environment.

Unit of analysis

Different institutions were used as our unit of analysis because we had taken three different

institutes.

Time horizon

The research was gathered and organized in a period of three weeks.

Data collection methods

A questionnaire was developed in order to gather data on our research topic.


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13. RESEARCH DESIGN

13.1 POPULATION

Our population included all the students studying in different universities of Karachi.

13.2 SAMPLEThe research sample was gathered from 30respondents which were taken from 3 samples. These

four samples are basically taken from four different universities that is FAST-NU and MAJU

13.3 SAMPLING METHOD

The sampling method chosen for the research topic is simple random sampling. This is because

each individual is chosen randomly and entirely by chance, such that each individual has the

same probability of being chosen at any stage during the sampling process, and each subset of

individuals has the same probability of being chosen for the sample as any other subset of

individuals.

13.4 PLAN OF ANALYSIS

The plan of analysis is based on the following criteria:

13.4.1 Frequency: This method is used to get the exact percentage about questions which

were relating to our hypothesis. Through this we get the exact figure about number of

respondents who were relating to our criteria.

13.4.2Cross Tabulation: We used this technique in order to know about the distribution

of two or more variables. Different variables are compared to get the clear picture about

the relationship between them.

13.4.5One sample T-Test: This technique is used in order to know about the validity ofvariables within the confidence interval.

13.5 SOFTWARE EMPLOYED

The software used for the analyzing of data is SPSS (Statistical Package for the Social Sciences).


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14. Data Collection and Interpretation

FREQUENCY AND PERCENTAGE

GENDER

gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid male 15 50.0 50.0 50.0

female 15 50.0 50.0 100.0

Total 30 100.0 100.0


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UNIVERSTY

universty


Cumulative

Percent

Valid Fast 15 50.0 50.0 50.0

maju 15 50.0 50.0 100.0

Total 30 100.0 100.0


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Question 1:Do you own a cellular phone?

Yes No

Do you own a cellularphone?


Cumulative

Percent

Valid yes 29 96.7 96.7 96.7

no 1 3.3 3.3 100.0

Total 30 100.0 100.0

From this we can conclude that mostly everybody has a cell phone, which shows how

necessary it is.


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Question 2:Your current cellular provider is:

Yourcurrent cellularprovideris


Cumulative

Percent

Valid Mobilink 3 10.0 10.0 10.0

Warid 7 23.3 23.3 33.3

Ufone 15 50.0 50.0 83.3

Telenor 4 13.3 13.3 96.7

Zong 1 3.3 3.3 100.0

Total 30 100.0 100.0

This graph clearly show that the Ufone is themost popular cellular provider for

students, the reason for this our its attractive packages and services.


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Question 3: On average how many minutes do you use per day on

your cellular phone?

On average how many minutesdo you use perday onyourcellularphone?


Cumulative

Percent

Valid less than 14 minutes 4 13.3 13.3 13.3

15-24 minutes 6 20.0 20.0 33.3

25-34 minutes 7 23.3 23.3 56.7

35-44 minutes 2 6.7 6.7 63.3

45 minutes or over 11 36.7 36.7 100.0

Total 30 100.0 100.0

Mostly students talk more than 45 minutes ormore daily, this can be due to theavailability of cheap packages offered by cellular providers.


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Question 4: How likely are you to switch away from your existing

cellular provider?

How likely areyou to switch away from yourexisting cellularprovider?


Cumulative

Percent

Valid Very Unlikely 12 40.0 40.0 40.0

Unlikely 9 30.0 30.0 70.0

Neutral 6 20.0 20.0 90.0

Likely 2 6.7 6.7 96.7

Very Likely 1 3.3 3.3 100.0

Total 30 100.0 100.0

The result clearly shows that people are unlikely to switch away from their cellularprovider, andmostly the answers are rated above the neutral.


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Question#5: How likely are you to switch to your service provider

due to:

Q#5 a) High monthly package service

High monthly packageservice


Cumulative

Percent

Valid very unlikely 1 3.3 3.3 3.3

unlikely 3 10.0 10.0 13.3

neutral 5 16.7 16.7 30.0

likely 11 36.7 36.7 66.7

very likely 10 33.3 33.3 100.0

Total 30 100.0 100.0

This result clearly shows that the likely students are switch their cellular provider due to the

high monthly package service.


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Q#5 b) Attracted features offered by Competitors

Attracted features offered by Competitors


Cumulative

Percent


unlikely 1 3.3 3.3 6.7

neutral 3 10.0 10.0 16.7

likely 8 26.7 26.7 43.3

very unlikely 17 56.7 56.7 100.0

Total 30 100.0 100.0

This graph shows that the students are very unlikely switch their cellular provider due to

attracted features offerd by competitors.


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Q#5 c) Hidden charges like high charges for overage or roaming

Hidden chargeslike high charges foroverage orroaming


Cumulative

Percent


unlikely 4 13.3 13.3 16.7

neutral 4 13.3 13.3 30.0

likely 13 43.3 43.3 73.3

very likely 8 26.7 26.7 100.0

Total 30 100.0 100.0

In this graph the result shows that the likely change their cellular providers due to hiddencharges like overage or roaming.


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Q#5 d) Influence from family & friends

Influence from family & friends


Cumulative

Percent


unlikely 11 36.7 36.7 56.7

neutral 9 30.0 30.0 86.7

likely 3 10.0 10.0 96.7

very likely 1 3.3 3.3 100.0

Total 30 100.0 100.0

This graph shows that the students are unlikely to change their cellular provider due to influence

from family and friends.


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Q#5 e ) Service disruptions like network upgrades & cell site breakdown

Unreliable reception.

Servicedisruptionslikenetwork upgrades & cellsite breakdown


Cumulative

Percent


unlikely 3 10.0 10.0 20.0

neutral 13 43.3 43.3 63.3

likely 8 26.7 26.7 90.0

very likely 3 10.0 10.0 100.0

Total 30 100.0 100.0


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Question#6:How would you rate your current cellular provider on

the following?

How wouldyou rateyourcurrent cellularprovideronthe following?


Cumulative

Percent

Valid very poor 2 6.7 6.7 6.7

poor 2 6.7 6.7 13.3

moderate 6 20.0 20.0 33.3

good 12 40.0 40.0 73.3

very good 8 26.7 26.7 100.0

Total 30 100.0 100.0

Most of the student rate their cellular provider good.


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Question#7:How would you rate your current cellular provider on

the following:

a)Package offering compared to that of competitors

Package offering comparedto that of competitors


Cumulative

Percent

Valid much worse 4 13.3 13.3 13.3

worse 4 13.3 13.3 26.7

moderate 6 20.0 20.0 46.7

better 7 23.3 23.3 70.0

much better 9 30.0 30.0 100.0

Total 30 100.0 100.0

This graph shows that the student rate their cellular provider much better due to package offerdcompared that of yheir compitators.


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Q#7 b) Hidden charges like roaming or overage charge

Hidden chargeslikeroaming oroverage charge


Cumulative

Percent

Valid very low 5 16.7 16.7 16.7

low 5 16.7 16.7 33.3

moderate 11 36.7 36.7 70.0

high 6 20.0 20.0 90.0

very high 3 10.0 10.0 100.0

Total 30 100.0 100.0

This result shows that the students rating their current cellular provider moderate due to hidden

charges like roaming or overage.


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Q#7 c) Selection of phone models

Selection of phone models


Cumulative

Percent

Valid not at all trendy 4 13.3 13.3 13.3

less trendy 6 20.0 20.0 33.3

moderate trendy 5 16.7 16.7 50.0

trendy 7 23.3 23.3 73.3

very trendy 8 26.7 26.7 100.0

Total 30 100.0 100.0


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Q#7 d) Resolution of customer complaints

Resolution of customercomplaints


Cumulative

Percent

Valid very well resolved 1 3.3 3.3 3.3

well resolved 12 40.0 40.0 43.3

resolved 8 26.7 26.7 70.0

sometime resolved 5 16.7 16.7 86.7

not at all resolved 4 13.3 13.3 100.0

Total 30 100.0 100.0

This graph shows that that most of student rate ther current cellular provider good because theircellular provider well resolved their problem .


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Q#7 e) Overall service provided internet, cellular & landline phones

Overallservice provided internet, cellularandlandline phones


Cumulative

Percent

Valid very unsatisfied 2 6.7 6.7 6.7

unsatisfied 2 6.7 6.7 13.3

moderate satisfied 10 33.3 33.3 46.7

satisfied 8 26.7 26.7 73.3

very satisfied 8 26.7 26.7 100.0

Total 30 100.0 100.0

Students are moderate satisfied with their cellular provider due to service provided, internet.


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Q#7 f) Service disruptions like network upgrades and cell site breakdowns

Servicedisruptionslike upgrades and cellsites breakdowns


Cumulative

Percent

Valid very often disrupted 3 10.0 10.0 10.0

often disrupted 7 23.3 23.3 33.3

disrupted 9 30.0 30.0 63.3

not disrupted 7 23.3 23.3 86.7

not at all disrupted 4 13.3 13.3 100.0

Total 30 100.0 100.0


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Question#8:To what extent the advertisements of the Current

cellular companies affect your perception of their services?

whatextentthe advertisements ofthe current cellularcompanies affectyour

perception oftheirservices?


Cumulative

Percent

Valid no effect 1 3.3 3.3 3.3

least effect 1 3.3 3.3 6.7

moderate effect 14 46.7 46.7 53.3

affect 10 33.3 33.3 86.7

change preception 4 13.3 13.3 100.0

Total 30 100.0 100.0

This graph shows that the affect of advertisements of their current cellular companies affect theirperception of their service on the moderate affect.


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Question 9: Would you ever prefer or change the service of a

cellular company on the basis of advertisements?

Students do not prefer to change their cellular service due to advertisements,advertisements doesnt influence them to change from one cellular provider to another.

Wouldyou everpreferorchangetheservice of a cellular

company onthe basis of advertisements?

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid yes 8 26.7 26.7 26.7

no 22 73.3 73.3 100.0

Total 30 100.0 100.0


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CROSS TABULATION

CELLULAR PROVIDERS RELATION WITH ADVERTISEMENT

CELLULAR PROVIDERS RELATION WITH ADVERTISEMENTS

Advertisements play an important role for cellular providers because it can be clearly seen from

the table below that mostly respondents perception changes about services due to the ads being

shown on television and heard on radio.

Yourcurrent cellularprovideris * To whatextentthe advertisements ofthe current cellularcompanies affectyour

perception oftheirservices? Crosstabulation

Count

To what extent the advertisements of the current cellular companies affect your perception of

their services?

Totalno effect least effect moderate effect affect

change

preception

Your

current

cellular

provid

er is

mobilink 0 0 2 1 0 3

warid 0 0 2 2 3 7

ufone 1 1 6 6 1 15

telenor 0 0 3 1 0 4

zong 0 0 1 0 0 1

Total 1 1 14 10 4 30


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CELLULAR PROVIDER RELATIONSHIP WITH SWITCHING FROM ITS EXISTING

PROVIDER

The students using cellular service aremostly unlikely to switch away from theirexisting cellular provider; this shows the loyalty with the cellular provider

Yourcurrent cellularprovideris *

How likely areyou to switch away from yourexisting cellularprovider?

Crosstabulation

Count

How likely are you to switch away from your existing cellular provider?

TotalVery Unlikely Unlikely Neutral Likely Very Likely

Your current

cellular

provider is

mobilink 1 0 2 0 0 3

warid 2 2 1 1 1 7

ufone 8 4 2 1 0 15

telenor 1 3 0 0 0 4

zong 0 0 1 0 0 1

Total 12 9 6 2 1 30


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15. Conclusion

Students do not change their cellular providers due to advertisements.

Consumer switching behavior consists of many factors which have a major impact on

consumers.

Mostly people do not switch from their current cellular providers as they are highly

influenced by their family and friends.

Ufone is most preferable among the students of the universities.

Being a new company Zong is not preferable among the students.

Trendy phones factor showed significant impact in switching of behavior.

Advertisements play a part in changing perception about services provided by cellular

providers.

Respondents have showed good ratings for their cellular provider which shows the loyalty

associated with the cellular provider.

SPSS software helped in analyzing of results which made easy for us to interpret the results.


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16. RECOMMENDATION

The different cellular providers can conduct this study using its existing clients to

understand their switching behavior, the factors important to them, and how they would

rate the company on these factors.

Cellular providers can use this study to analyze their strengths and weaknesses as they

have a clear picture about the factors which lead to switching behavior.

Keeping in mind the geographical restraints, the research should be conducted with a

much larger sample size to confirm the findings. As a step further, the cellular providers

can also compare certain geographic regions to see if that some are more prone to

switching and then realign their offerings in that region. This step could be more valuable

for a national company, as it will help save resources from regions where clients are loyal

and pool them into regions where clients are more likely to switch. Hence, the company

will have a more efficient use of its financial resources.

Advertisements play an important part in attraction of services provided by cellular

providers, so they should be given much consideration.


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17. APPENDIX

17.1CODE BOOK

Q#

1

Q#

2

Q#

3

Q#

4 Q#5 a)

C

)

D

)

e

)

Q#

6

Q#

7

b

)

c

)

d

)

e

)

f

)

Q#

8

Q#

9

Q#1

0

gen

d

uni

v

1 2 2 2 4 5 2 2 1 5 4 3 5 2 3 3 3 2 2 1 1

1 3 3 1 5 5 4 1 4 3 4 4 4 1 4 2 4 1 1 2 1

1 3 1 2 3 5 2 2 3 4 5 3 5 2 3 3 3 2 1 2 2

1 2 2 3 4 4 4 2 2 5 3 3 3 3 4 4 4 2 3 1 2

1 3 5 1 5 5 4 3 4 4 5 1 5 2 3 3 1 1 1 2 1

1 4 4 2 5 5 3 3 3 1 1 1 1 4 3 1 3 2 1 1 2

1 2 5 4 4 4 5 1 3 4 5 3 3 2 5 4 5 2 3 2 12 3 3 1 2 5 5 1 5 2 5 2 5 4 5 2 4 1 1 1 2

1 5 2 3 4 3 4 4 3 4 2 1 2 3 3 5 3 2 2 1 1

1 4 5 2 5 5 5 2 2 2 4 3 5 5 5 3 3 2 2 2 1

1 3 1 1 4 4 4 5 4 4 2 2 2 2 3 1 5 1 1 1 2

1 1 3 3 1 5 1 3 3 3 3 3 4 3 4 2 3 2 1 2 2

1 3 5 2 3 5 4 2 1 4 5 3 2 3 1 4 4 2 1 2 1

1 1 4 1 5 2 4 4 4 3 3 1 5 2 5 3 3 2 2 1 2

1 2 5 5 5 5 2 4 3 4 3 4 1 5 4 2 4 1 1 1 1

1 3 2 1 2 1 3 2 5 4 4 1 4 4 2 4 3 2 3 2 2

1 1 3 3 4 5 5 3 4 5 1 3 5 2 3 4 4 2 2 1 11 3 1 1 3 4 2 1 3 5 4 4 1 5 2 3 4 2 4 2 2

1 3 5 2 5 4 4 2 3 3 2 2 3 3 5 3 3 1 1 2 2

1 2 1 1 2 5 3 1 5 4 5 2 5 2 4 5 5 2 5 1 1

1 3 3 4 4 3 5 3 1 1 2 4 2 5 5 2 2 2 2 2 2

1 3 5 2 3 4 3 3 3 5 3 2 4 3 4 4 4 2 1 2 2

1 2 2 1 5 5 5 2 2 3 1 4 2 3 1 4 5 2 4 1 1

1 3 2 3 5 5 4 2 4 3 1 3 4 2 5 1 3 2 1 1 1

1 4 5 1 4 5 5 3 3 5 5 5 2 4 3 2 4 2 2 2 1

1 4 3 2 3 4 4 2 4 4 4 4 1 2 4 5 3 1 1 1 2

1 3 5 3 4 3 5 1 3 4 5 5 4 3 3 3 4 2 2 2 11 3 5 1 5 5 4 3 4 5 4 3 3 2 4 2 3 2 1 1 2

1 2 3 2 4 4 4 3 3 4 3 5 4 2 3 5 3 1 2 2 2

1 3 5 1 4 5 4 2 3 5 5 3 3 4 5 3 3 2 1 1 1


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! " #

# ! " #

$ %

&

' # ! " #

! " #

17.2QUESTIONNAIRE

Gender Male Female

University

For questions 1-3, please check only one response that best applies to you.

1) Do you own a cellular phone? Yes No

2) Your current cellular provider is:

Mobilink

Warid

Ufone

Telenor

ZongOther, Please Specify

3) On average how many minutes do you use per day on your cellular phone?

Less than 14 minutes

15-24 minutes

25-34 minutes

35-44 minutes

45 minutes or over

In the question below, please check one box on the scale, where left most indicates very unlikely and box on the

extreme right indicates very likely.

4) How likely are you to switch away

from your existing cellular provider?

Question5--In the questions below, please check one box on the scale, where left most indicates very unlikely and

box on the extreme right indicates very likely.

5) How likely are you to switch to your

service provider due to:

a) High monthly package service

b) Attracted features offered byCompetitors

c) Hidden charges like high charges

for overage or roaming

d) Influence from family & friends

e) Service disruptions like network

upgrades & cell site breakdown


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1 2 3 4 5

( ) 0 1

2 3 3 0

( ) 0 1

4 3 3 5

1 2 3 4 5

Much

Worse

Much

Better

Very

Low

Very

High

Not at allTrendy

Very

Trendy

Very Well

Resolved

Not at all

Resolved

Very

Unsatisfied

Very

Satisfied

Very Often

Disrupted

Not at all

Disrupted

No

Affect

Changes

Perception

6) How would you rate your current cellular provider on the following?

Question7--Please check one box on the anchored scale that best fits your opinion.

7) How would you rate your current cellular

provider on the following:

a)Package offering compared

to that of competitors

b) Hidden charges like roaming

or overage charge

c) Selection of phone models

d) Resolution of customer complaints

e) Overall service provided

internet, cellular & landline phones

f) Service disruptions like network

upgrades and cell site breakdowns

8) To what extent the advertisements of the

Current cellular companies affect your

perception of their services?


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For questions 9-11, please check only one response that best applies to you.

9) Would you ever prefer or change the service of a cellular company on the basis of advertisements?

Yes No

10) How much amount do you spend monthly on your cellular phone?

Less than 500

500 to 999

1000 to 1499

1500 to 1999

2000 or more

*Thank you for your participation*

Mbr Final Report g.k.m

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