buying behavior of cutomer towards telecom sector

Research PaperOn

Dominant Factors of Purchasing Mobile Connection

Prepared for: S I Nusrat A ChaudhuryAssociate ProfessorBusiness DepartmentHead, Career Counseling Center

Prepared by:Md. Abu ShayedID: 2005-1-10-182Course# BUS- 498

Data of Submission: 20 August 2008.

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August 20, 2008

Md. Abu Shayed

Letter of Authorization

Dear Student,

I believe all of you know that you have to prepare a Research paper as a requirement of this

course. Please prepare a research report on dominant factors of purchasing a mobile connection

to improve the efficiency to sell more products to target markets as per Marketing Research

Process. You are allowed to use financial, statistical or marketing research tool. This is an

individual research project, so use knowledge and competencies to complete this project by the

due date.

If you have any problems or queries regarding the instructions please feel free to contact me. I hope you will enjoy this Research project. I wish you all the best for the entire campaign.

Thank you

S I Nusrat A ChaudhuryAssociate ProfessorBusiness DepartmentHead, Career Counseling CenterEast West University

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August 20, 2008

S I Nusrat A ChaudhuryAssociate ProfessorBusiness DepartmentHead, Career Counseling CenterEast West University 43 Mohakhali C/A, Dhaka-1212

Letter of Transmittal

Dear Sir

It is my pleasure to submit the individual project on “Dominant Factors of Purchasing Mobile Connection”. This individual project covers all required topics of marketing research. As a requirement of this project, I have carried out a research work to identify the dominant factors of purchasing the mobile connection. I have thoroughly enjoyed working on this the project. I have tried my best to make this project a good one although there is room for improvement. If you have any query about the report please contact me any time at your convenience.

I have tried my best to make the research report a good one although there is room for improvement. If you have any query about the report please contact me any time at your convenience.

Sincerely yours

Md. Abu Shayed

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Acknowledgment

I could not have completed this report work without the helps of a number of people & authorities. Although space limitation restricts me to put down the name of everyone. Here I will put down at least some names without whom the completion of this report would be impossible. Several people have contributed to this project. First, the motivation to write this report is primarily due to encouragement by my supervisor S I Nusrat A Chaudhury Associate Professor, Business Department of East West University. I particularly thank him for guiding and providing me useful comments and helps throughout this project work. My special thank to Mr. Enamul Houqe and Mr. Ariful Islam for helping me to put the Data into SPSS.

I am grateful to Dr. Mijanur Rahman, Business Administration Department, East West University for his very important kind guidance and help for carryout this project work. I want to thank him again for helping me to analyze the data. I also thank to Mr. Razaul Karim to let me use his computer for the work.

Finally, I gratefully acknowledge the helps and supports of my teachers and my friends

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Table of Contents-

Name Page Number1. Executive Summary 12. Problem definition 23. Approach to the problem 24. Theory Development 25. Model Development 36. Research Questions 37. Hypotheses 48. Research Design 59. Type of Research Design 510. Survey Method 511. Scaling Method 512. Questionnaire Development 613. Sampling Technique 614. Field Work 615. Data Analysis (methodology) 616. Findings 2417. Limitations of Research 2518. Conclusions and

Recommendations26

19. References 27

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Executive Summary:After talking to decision makers, taking interview of experts I have developed a management decision problem statement which has been- “What are the dominant factors which influence the purchasing behavior of customer towards the Mobile Connection?” Then I have developed Marketing research Problem. The marketing research problem has been- “To determine the influential factors which lead the customer towards purchasing a particular Mobile connection.” And from the marketing research problem I have identified some factors that influence the behaviors of mobile connection. The specific components have been- Marketing process, Technology, service ability switching cost etc. Then I have generated a theory and a Model for my research project. Then from the specific components I have developed the research questions and finally I have developed the Hypotheses from the research question. Then I have gone for Descriptive research and among different descriptive researches I have taken single cross-sectional design. And among deferent methods I have chosen in-home survey method. My target population has been the citizen of the Dhaka city who are a customer or future prospects of mobile connection. The sampling technique I have used has been convenience sampling technique. I have used Likert scaling technique and finally I have analyzed one sample t test and cross tabulation to relate two variables. The result I have found from one sample t test are- The target markets are influenced by Promotional activities for purchasing behaviors of mobile connection. But target markets are not basically concerned about Celebrities for buying the mobile connection. They do not get influenced by promotional activities which include classical conditioning rather they get influenced by the promotion which include operant conditioning ( promotion with rebate, discount, free sampling etc). They give less importance on promotional activities than other marketing mix such as products, distribution, price, process etc. The target markets of the telecom industry seriously think of the tariff and put more importance on the tariff than any other factors. They can even tolerate interrupted network service to some extent as they put more importance on the tariff than network. They have chosen tariff as a most important factor to by mobile connection than brand image. Target markets do value complementary products’ availability. Target markets have chosen availability of complementary product over network. It means that the target markets go for that product which complementary are widely available regardless the network condition. According to target markets network is important factor to purchase the mobile connection but not as important as tariff. But target markets put importance on network than brand image. Customers seriously consider the word of mouth. They rather prefer it than any promotional activities. After sale Services and value added services are the important factor to target market for purchasing the mobile connection. Target markets generally think of switching cost before purchasing a particular mobile connection. One interesting finding is that target markets do not generally concerned about Brand image.

From cross tabulation I have found- Among the respondents Public service holders are the most sensitive towards to tariff price, student and housewife value the celebrities for purchasing the mobile connection, students and private service holders are concerned and value the brand image, Students, housewives, private service holders value the word of mouth for purchasing the mobile connection, Students and housewives are highly influenced by any discount, free sampling, rebate for purchasing the mobile connection. Finally Private Service holders are most concern about network for purchasing the mobile connection.

.

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Problem Definition:

Recently telecommunication companies are facing extreme problem regarding new customer attraction and retention. So, to define the problem I have discussed with the decision makers. I have also taken the interview of the expert. I have analyzed the external secondary data and to some extend internal secondary data. And then I move to the qualitative research to get the basic understanding. I have taken depth interview. And then I have come up with a problem statement.

Management decision problem/Problem Statement:According to decision maker they wanted to know the factors that could influence the purchasing behaviors of prospects for mobile connection. So the Management Decision problem was-

What should we do to influence the purchasing behavior of customer for purchasing the Mobile Connection?

Marketing research problem/Broad objective:

To determine the influential factors which lead the customer towards purchasing a particular Mobile connection.

Specific components of marketing research/Specific objectives:1) To determine the technical factors which influence the purchasing behavior of mobile connection. 2) To determine the marketing process elements which influence the purchasing behavior of mobile connection. 3) To determine the influence of serviceability, responsiveness, switching cost on the purchasing behavior of mobile connection.

Approach to the Problem

Theory Development:To identify the determinant factors regarding purchasing behaviors of mobile connection that could improve the efficiency to get the customers or make the customers switch from the competitors’ products, I have initially identified some variables, which are significantly correlated with the purchase of mobile connections. When a customer decides to purchase a mobile connection, he normally considers tariffs, promotional activities, celebrity involvement, brand image, value added services, network, switching cost, after sales services, word of mouth, availability of complementary products and marketing mix. So buying a mobile connection is based on the simultaneous activation of these variables. These variables are to be described under the descriptive research. Non-probability sampling technique (convenience sampling technique) has to be used. Then I will use T test, frequency distribution, graph and cross

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tabulation methods to analyze the data and then finding will be interpreting with the existing body of knowledge.

Model Development: I have developed Graphical model of my research.

Research Question:

Marketing mix and network dimensions:

1. Do promotional activities influence the target markets’ purchasing behaviors?2. Do target markets seriously consider the Promotional activities?3. Do celebrities influence target markets’ purchasing behaviors?4. Do promotions with popular song, Celebrities influence target markets’ purchasing

behaviors?5. Do promotions with discount, rebate, and free sampling influence target markets’

purchasing behavior?6. Do target markets value promotional activities than other marketing mix?7. Do target markets value promotional activities than network?8. Do target markets think about the tariff while purchasing the mobile connection?9. Do target markets give more importance on tariff than other marketing mix?10. Do target markets give more importance on tariff than network?11. Do target markets give more importance on tariff than brand image?12. Do target markets basically go for that mobile connection which complementary

products are available?

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Need for communication with relatives/people create a drive for immediate solution.

Drive for immediate solution leads to immediate purchase of mobile connection

Purchasing decision making based on some determinant factors

Specific mobile connection has been purchased and met the satisfaction

13. Do target markets value availability than network? 14. Do target markets value availability than other marketing mix?15. Do target markets value availability than brand image?16. Is network important factor to purchase the mobile connection?17. Do target markets give more importance on network than the tariff?18. Is network more importance than brand image?

Other dimensions:

1. Do target markets generally think of the previous involvement with particular company?

2. Do friends or relatives influence the purchasing behaviors of the mobile connection?3. Do the numbers of FNF/ FNF facilities influence the purchasing behaviors?4. Are after sale Services the important factor for purchasing the mobile connection.5. Is consideration of the Reliability of the operator important?6. Is switching cost important factor?7. Is brand image important factor towards purchasing mobile connection?8. Is brand image influential factor for purchasing the mobile connection?9. Are value added services important?

Hypotheses:

Marketing mix and network dimensions:

1. Promotional activities influence the target markets’ purchasing behavior.2. Target markets seriously consider the Promotional activities.3. Celebrities influence target markets’ purchasing behaviors.4. Promotions with popular song, Celebrities influence target markets’ purchasing

behaviors.5. Promotions with discount, rebate, and free sampling influence target markets’ purchasing

behavior.6. Target markets value promotion activities than other marketing mix.7. Target markets value promotional activities (classical conditioning, operant

conditioning ) than network8. Target markets think about the tariff while purchasing the mobile connection.9. Target markets give more importance on tariff than other marketing mix.10. Target markets give more importance on tariff than network.11. Target markets give more importance on tariff than brand image.12. Target markets basically go for that mobile connection which complementary products

are available.13. Target markets value availability than network. 14. Target markets value availability than other marketing mix.15. Target markets value availability than brand image16. Network is important factor to purchase the mobile connection.

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17. Target markets give more importance on network than the tariff.18. Network is more importance than brand image.

Other dimensions:1. Target markets generally think of the previous involvement with particular company.2. Friends or Relatives influence the purchasing behaviors of the mobile connection.3. The numbers of FNF/ FNF facilities influence the purchasing behaviors.4. After sale Services are the important factor for purchasing the mobile connection.5. Consideration of the Reliability of the operator.6. Switching cost is important factor.7. Brand image is important factor towards purchasing mobile connection8. Brand image is influential factor for purchasing the mobile connection.9. Value added services are important.

Research Design

Types of Research to be undertaken:Among the different types of researches I have chosen Descriptive research for this project. I have gone to conduct this project base on Descriptive research technique because I want to test the significant level of the particular factors. Among two types of Descriptive research techniques I have gone for Cross-Sectional design because I have wanted to collect data from the sample of population element only for one time. From Cross-Sectional designs I have taken Single cross-sectional design to carry out my research.

Survey method:Among four types of survey methods I have chosen the appropriate one that suited my research objectives. I have chosen the personal survey techniques. From the personal techniques I have selected mall intercept technique. According to this technique I have needed to go directly to my sample unit and got the questionnaires filled. I have chosen Mall intercept survey technique because it has higher Flexibility for data collection, Diversity of questions, Response rate, and Social desirability. And also it is higher in Control of data collection environment and moderate Use of physical stimuli.

Scaling Method:Since I have conducted descriptive research, I have chosen non-comparative scaling technique because I have wanted to measure the influence of each and every factor on the purchasing behaviors of the target market separately. Only by Non-comparative scaling technique it can be done. And among two types non-comparative technique I have used itemize technique and from three itemize techniques I have taken Likert scaling which range from 1 to 5 point scale. Because I have wanted to do my research based on five dimensions which have been strongly disagree, disagree, neutral, agree and strongly agree.

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Questionnaire development: First of all I have given the introduction. I have just introduced myself and the reasons why I am collecting data. Then I have given assurance that your information will be kept confidential. I have gone for screening and then I have prepared the body of the questionnaire. Lastly I make respondents profiles. Questionnaires have been structured questionnaires based on non comparative scales techniques.

Sampling Technique:In case of my research my target population has been the students and the general people of the Dhaka city. The students and general people who are using the mobile connection or intended to purchase the mobile connection have been sample unit. I have conducted my research through non-probability sampling techniques and among non-probability sampling techniques I have gone for convenience sampling technique. Most importantly as it is an academic research it lacks money and time. That’s why for administering this research, the sample size has been 50. Then I have carried out the research by myself very efficiently and accurately to come to an end with a solution of the marketing research problem statement.

Field work: Field work is a general descriptive term for the collection of raw data. In the professional research, research firm use its own people or external people to collect data for the sample. Since it is an academic and individual research I myself have to go and collect the data from the respondents. I have gone to the people in the Dhaka city and get the questionnaires filled.

Data Analysis (methodology):

I have used parametric analysis. For analyzing the questionnaires I have used one sample T-test for metric data and frequency distribution, graph for non-metric data and later I have related two variables. These analyses are given below-

Age and Sex: Normally consumers’ needs and wants change with age. There are certain types of mobile connection which attract different types of aged people as well as different sex. There some mobile connection (packages) which adopted by male people and there are some mobile connection (packages) which get adopted by female people.

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Graph-1:

16-25 26-35 36-45

AGE

0

10

20

30

40

Per

cen

t

40.0%16-25 36.0%

26-35

24.0%36-45

According to the above bar diagram, among 100% respondents, 40% respondents are from the age of 16-25 years, 36% respondents are from 26-35 years and 24% respondents are from 36 to 45 years. These respondents have informed their choosing factor for purchasing mobile connection. Form their responses I will be able to understand the various aspects of my research topic.

Graph-2:

Female male

SEX

0

10

20

30

40

50

60

70

Pe

rce

nt

34.0%

66.0%

According to Graph-2 the majority of the respondents are male. Among 100% respondents, male is 66% and female is 34%.

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Occupation: The purchasing behaviors depend on the occupation of the individuals. For My research I am simply interested about public service, private service, student, Housewife and for making my questionnaire non force I have kept an option blank.

Graph: 3

32.0%student

18.0%housewife

16.0%private servive holder

18.0%public service holder

16.0%business

OCCUPATION

Among 100% respondents, 32% students, 16% are private service holders, 18% are public service holders, 18% is housewife and 16% businessman.

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Income: Purchasing ability depends on the individual income. People tend to focus more on brand image who has very high income than who have lower income.

Graph:4

30000-4000020000-30000

10000-20000LESS THAN 10000

no income

INCOME

0

10

20

30

40

50

Pe

rce

nt

16.0%30000-40000

46.0%20000-30000

20.0%10000-20000

8.0%LESS THAN 10000

10.0%no income

In My survey there have been 16% respondents have the income between 30000 to 40000, 46% respondents have the income between 20000 to 30000, 20% respondents have income between 10000-20000, 8% respondents have income less than 10000 and 10% respondents do not have any income. So the respondents I have got mostly from middle class.

T-test

Table-1

Test Value = 3

t DfSig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower UpperINFLUENCED BY PROMOTION 5.142 49 .000 .980 .60 1.36

H0: Promotional activities do not influence purchasing behaviors.H1: Promotional activities do influence purchasing behaviors.

Statistical resultSince P (.000) is less than (.05), H1 is accepted.

Marketing DecisionPromotional activities do influence purchasing behaviors of mobile connection.

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Table-2

Test Value = 3

T DfSig. (2-tailed)

Mean Difference


Lower UpperSERIOUSLY CONSIDER PROMOTION 9.071 49 .000 .860 .67 1.05

H0: Target markets do not consider the Promotional activities.H1: Target markets seriously consider the Promotional activities.


Marketing DecisionTarget markets seriously consider the Promotional activities.

Table-3

Test Value = 3

t DfSig. (2-tailed)

Mean Difference


Lower UpperCELEBRITIES INFLUENCE PURCHASING BEHAVIOR

5.927 49 .09 .980 .65 1.31

H0: Celebrities do not influence target markets’ purchasing behaviors.H1: Celebrities influence target markets’ purchasing behaviors.

Statistical resultSince P (.09) is greater than (.05), H0 is accepted.

Marketing DecisionCelebrities do not influence target markets’ purchasing behaviors.

Table-4

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Test Value = 3

T DfSig. (2-tailed)

Mean Difference


Lower UpperCLASSICAL CONDITIONING INFLUENCE PURCHASE

1.444 49 .155 .280 -.11 .67

H0: Promotions with classical conditioning do not influence target markets’ purchasing behavior.H1: Promotions with classical conditioning influence target markets’ purchasing behavior.


Marketing DecisionPromotions with classical conditioning do not influence target markets’ purchasing behaviors.

Table-5

Test Value = 3

T DfSig. (2-tailed)

Mean Difference


Lower UpperOPERANT CONDITIONING INFLUENCE PURCHASE

3.767 49 .000 .660 .31 1.01

H0: Promotions with operant conditioning do not influence target markets’ purchasing behavior.H1: Promotions with operant conditioning influence target markets’ purchasing behavior.


Marketing DecisionPromotions with operant conditioning influence target markets’ purchasing behavior.

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Table-6

Test Value = 3

T dfSig. (2-tailed)

Mean Difference


Lower UpperVALUE PROMOTION THAN MARKETING MIX -.102 49 .920 -.020 -.42 .38

H0: Target markets do not value promotional activities than other marketing mix.H1: Target markets value promotional activities than other marketing mix.


Marketing DecisionTarget markets do not value promotional activities than other marketing mix.

Table-7

Test Value = 3

t Df Sig. (2-tailed)Mean Difference


Lower UpperVALUE PROMOTION THAN NETWORK .000 49 .990 .000 -.42 .42

H0: Target markets value do not promotional activities than networkH1: Target markets value promotional activities than network


Marketing DecisionTarget markets do not value promotional activities than network.

Table-8

Test Value = 3T df Sig. (2-

tailed)Mean Difference

95% Confidence Interval of the

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Difference

Lower UpperTARIFF FOR PURCHASING 3.670 49 .001 .660 .30 1.02

H0: Target markets do not think about the tariff while purchasing the mobile connection.H1: Target markets think about the tariff while purchasing the mobile connection.


Marketing DecisionTarget markets think about the tariff while purchasing the mobile connection.

Table-9

Test Value = 3

t dfSig. (2-tailed)

Mean Difference


Lower UpperVALUE TARIFF THAN MARKETING MIX 7.577 49 .000 .980 .72 1.24

H0: Target markets do not put more importance on tariff than other marketing mix.H1: Target markets put more importance on tariff than other marketing mix.


Marketing DecisionTarget markets put more importance on tariff than other marketing mix.

Table-10

Test Value = 3t df Sig. (2-tailed) Mean

Difference95% Confidence Interval of the Difference

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Lower UpperVALUE TARIFF THAN NETWORK 1.121 49 .0268 .200 -.16 .56

H0: Target markets do not put more importance on tariff than network.H1: Target markets put more importance on tariff than network.


Marketing DecisionTarget markets give more importance on tariff than network.

Table-11

Test Value = 3

t dfSig. (2-tailed)

Mean Difference


Lower UpperVALUE TARIFF THAN BRAND IMAGE 5.194 49 .000 .700 .43 .97

H0: Target markets do not put more importance on tariff than brand image.H1: Target markets put more importance on tariff than brand image.


Marketing DecisionTarget markets put more importance on tariff than brand image.

Table-12

Test Value = 3T df Sig. (2-

tailed)Mean Difference


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Lower UpperCOMPLEMETARY PRODUCT AVAILABLIE 2.840 49 .007 .580 .17 .99

H0: Target markets do not value complementary products.H1: Target markets do value complementary products.


Marketing DecisionTarget markets do value complementary products.

Table-13

Test Value = 3

T df Sig. (2-tailed)Mean Difference


Lower UpperVALUE AVAILABILITY THAN NETWORK 4.556 49 .000 .820 .46 1.18

H0: Target markets do not value availability than network. H1: Target markets value availability than network.


Marketing DecisionTarget markets value availability of complementary products than network.

Table-14

Test Value = 3



Lower UpperVALUE AVAILABILITY THAN BRND IMAGE 7.597 48 .000 1.082 .80 1.37

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H0: Target markets do not value availability than brand imageH1: Target markets value availability than brand image


Marketing DecisionTarget markets do value availability than brand image

Table-15

Test Value = 3

T Df Sig. (2-tailed)Mean Difference


Lower UpperNETWORK 5.029 49 .000 .800 .48 1.12

H0: Network is not important factor to purchase the mobile connection.H1: Network is important factor to purchase the mobile connection.


Marketing DecisionNetwork is important factor to purchase the mobile connection.

Table-16

Test Value = 3



Lower UpperVLAUE NETWORK THAN TARIFF 1.207 49 .233 .260 -.17 .69

H0: Target markets do not put more importance on network than the tariff.

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H1: Target markets put more importance on network than the tariff.


Marketing DecisionTarget markets do not put more importance on network than the tariff..

Table-17

Test Value = 3



Lower UpperVALUE NETWORK BRAND IMAGE 6.595 49 .000 .960 .67 1.25

H0: Network is not more important than brand image.H1: Network is more important than brand image.


Marketing DecisionNetwork is more importance than brand image.

Table-18

Test Value = 3



Lower UpperTHINK OF PREVIOUS INVOLVEMENT 2.758 49 .008 .500 .14 .86

H0: Target markets do not generally think of the previous involvement with particular operator.H1: Target markets generally think of the previous involvement with particular operator.

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Marketing DecisionTarget markets generally think of the previous involvement with particular company..

Table-19

Test Value = 3

t Df Sig. (2-tailed)Mean Difference


Lower UpperTAKE SUGGESTTION FROM RELATIVES 3.098 49 .003 .540 .19 .89

H0: Friends or Relatives do not influence the purchasing behaviors of the mobile connection.H1: Friends or Relatives influence the purchasing behaviors of the mobile connection..


Marketing DecisionFriends or Relatives influence the purchasing behaviors of the mobile connection.

Table-20

Test Value = 3

t df Sig. (2-tailed)Mean Difference


Lower UpperTHINK OF FNF FACILITIES .789 49 .434 .160 -.25 .57

H0: FNF facilities do not influence the purchasing behaviors.H1: FNF facilities influence the purchasing behaviors.


Marketing DecisionFNF facilities do not influence the purchasing behaviors..

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Table-21

Test Value = 3



Lower UpperAFTER SALES SERVICES ARE IMPOTANT 3.961 49 .000 .700 .34 1.06

H0: After sale Services are not the important factor for purchasing the mobile connection.H1: After sale Services are the important factor for purchasing the mobile connection.


Marketing DecisionAfter sale Services are the important factor for purchasing the mobile connection.

Table-22

Test Value = 3



Lower UpperCONSIDER RELIBILITY OF THE OPERATOR 1.905 49 .006 .360 -.02 .74

H0: Do not consider of the Reliability of the operator.H1: Consider of the Reliability of the operator.


Marketing DecisionTarget markets do consideration of the Reliability of the operator.

Table-23

Test Value = 3



Lower Upper

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CONSIDER SWITCHING COST 4.662 49 .000 .760 .43 1.09

H0: Switching cost is not important factor.H1: Switching cost is important factor


Marketing DecisionSwitching cost is important factor.

Table-24

Test Value = 3



Lower UpperI value brand image 1.966 49 .055 .320 -.01 .65

H0: Target markets value Brand image for purchasing mobile connectionH1: Target markets do not value Brand image for purchasing mobile connection


Marketing DecisionTarget markets do not value Brand image for purchasing mobile connection

Table-25

Test Value = 3



Lower UpperSERIOUSLY CONDER VALUE ADDED 1.333 49 .000 .280 -.14 .70

H0: Other value added services are not important.H1: Other value added services are important.

Statistical resultSince P (.000) is Greater than (.05), H0 is accepted.

Marketing DecisionValue added services are important for purchasing mobile connection.

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Table-26

OCCUPATION * VALUE TARIFF THAN MARKETING MIX

VALUE TARIFF THAN MARKETING MIX

DISAGREENEUTRAL AGREE

STORNGLY AGREE

OCCUPATION student 0 14% 8% 10% housewife 2% 6% 4% 6% private service

holder4% 2% 2% 8%

public service holder

0 4% 8% 6%

business 0 4% 8% 4%

From above table we see that from student segment 8% respondents are agreed and 10% are strongly agreed. Among the respondents Public service holders are the most sensitive towards to tariff price

Table-27

OCCUPATION * CELEBRITIES INFLUENCE PURCHASING BEHAVIOR

CELEBRITIES INFLUENCE PURCHASING BEHAVIOR

DISAGREE NEUTRAL AGREESTORNGLY AGREE

OCCUPATION student 4% 4% 6% 18% housewife 2% 2% 2% 12% private service

holder0 6% 2% 8%


6% 4% 2% 6%

business 2% 4% 4% 6%

From above table we see that student and housewife value the celebrities for purchasing the mobile connection.

Table-28OCCUPATION * BRAND IMAGE

BRAND IMAGE IS IMPORTANT

STRONGLY DISAGREE DISAGREE NEUTRAL AGREE

STORNGLY AGREE

OCCUPATION student 0 6% 12% 6% 8% housewife 4% 6% 4% 6% 0 private service

holder0 0% 2% 8% 10%

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0 6% 6% 2% 0

business 2% 2% 2% 6% 2%

Among these respondents students and private service holders are concerned and value the brand image.

Table-29OCCUPATION * TAKE SUGGESTTION FROM RELATIVES

TAKE SUGGESTTION FROM RELATIVES


STORNGLY AGREE

OCCUPATION student 2% 0 8% 14% 10% housewife 2% 0 2% 6% 6% private service

holder2% 2% 4% 4% 6%


6% 0 6% 2% 2%

business 0 4% 6% 6% 0

From this table we can easily understand that Students, housewives, private service holders value the word of mouth for purchasing the mobile connection.

Table-30OCCUPATION * OPERANT CONDITIONING INFLUENCE PURCHASE

OPERANT CONDITIONING INFLUENCE PURCHASE


STORNGLY AGREE

OCCUPATION student 2% 8% 6% 6% 10% housewife 0 2% 4% 2% 10% private service

holder0 2% 6% 2% 6%


0 2% 2% 2% 12%

business 0 2% 6% 2% 6%

After relating two variables we find that Students and housewives are highly influence by any discount, free sampling, rebate for purchasing the mobile connection.

Table-31OCCUPATION * NETWORK

NETWORK

DISAGREE NEUTRAL AGREESTORNGLY AGREE

OCCUPATION Student 14% 10% 4% 4% Housewife 6% 4% 4% 4% OCCUPATION private service

holder0 0 6% 10%


6% 6% 2% 4%

Business 4% 2% 4% 6%

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In case of network Private service holder value most for purchasing the mobile connection.

Findings : Nowadays telecommunication sector is very competitive. Here every telecom company has to strive to get the prospects as many as possible. Every company uses different tools to persuade the target markets to buy the products. They conduct market research very often to know about the choices of the target markets. I also come up with important findings after conducting a research. The target markets are influenced by Promotional activities for purchasing behaviors of mobile connection. But target markets are not basically concerned about Celebrities for buying the mobile connection. They do not get influenced by promotional activities which include classical conditioning rather they get influenced by the promotion which include operant conditioning. They give less importance on promotional activities than other marketing mix such as products, distribution, price, process etc. The target markets of the telecom industry seriously think of the tariff and put more importance on the tariff than any other factors. They can even tolerate interrupted network service to some extent as they put more importance on the tariff than network. They have chosen tariff as a most important factor to by mobile connection than brand

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image. Target markets do value complementary products’ availability. Target markets have chosen availability of complementary product over network. It means that the target markets go for that product which complementary are widely available regardless the network condition. According to target markets network is important factor to purchase the mobile connection but not as important as tariff. But target market put importance on network than brand image. Customers seriously consider the word of mouth. They rather prefer it than any promotional activities. After sale Services and value added services are the important factor to target market for purchasing the mobile connection. Target markets generally think of switching cost before purchasing a particular mobile connection. One interesting finding is that target markets do not generally concerned about Brand image.

After relating occupation with other important marketing research question the following findings has been found-

1. Among respondents Public service holders are the most sensitive towards to tariff price2. Student and Housewife value the celebrities for purchasing the mobile connection.3. Students and private service holders are concerned and value the brand image for

purchasing the mobile connection. 4. In case of word of mouth, Students, housewives, private service holders value it for

purchasing the mobile connection. 5. Public service holders, Students and housewives are highly influence by any discount,

free sampling, rebate for purchasing the mobile connection. 6. Private Service holders are most concern about network for purchasing the mobile

connection.

Limitations of Research:

Incase of conducting this research I have faced different types of problems. As it has been an academic research obviously there must be some problems. Time has been very important factor to conduct this research because I had to carry out this research within around 45 days. So apparently Time has been an obstacle for my research. Other limitations have been financial aspect (money) and human resources since it has been an academic research. A research like this has not been very easy to conduct if you would have any shortage of money or human resources because it needs sufficient amount of money and man power to be conducted. Besides inadequate money I did not have any man power since I have been instructed to conduct this research by myself.

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Conclusions and Recommendations:After talking to decision makers, taking interview of experts I have developed a management decision problem statement. Then I have developed Marketing research Problem. And from the marketing research problem I have identified some factors that influence the behaviors of mobile connection. The specific components have been- Marketing process, Technology, service ability switching cost etc. I have developed the research questions and finally I have developed the Hypotheses from the research question. Then I have gone for Descriptive research and among different descriptive researches I have taken single cross-sectional design. And among deferent methods I have chosen in-home survey method. My target population has been the citizen of the Dhaka city who are a customer or future prospects of mobile connection. The sampling technique I have used has been convenience sampling technique. I have used Likert scaling technique and finally I have analyzed one sample t test and cross tabulation to relate two variables. Then I have carried out the research.

After analyzing the hypotheses I would like to offer some recommendation to influence the decision of mobile purchasing of the target market.

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1) The operator should focus on the tariff because target markets are still concerned about tariff than any other factors for purchasing mobile phone. Tariff is still the most dominant factor for purchasing the mobile connection.

2) Among different types of promotional techniques, target markets value the promotions those contain operant conditioning. Target markets put more importance on promotional activities that contain operant conditioning than those contain classical conditioning such as celebrities. So mobile operator must keep on providing rebates, discounts, free offer etc.

3) The brand image is still less important to target markets than tariffs. So the mobile operator must build strong brand image so that target markets do not think much about tariff.

4) The complementary products must be available. 5) Network is also concern of the target markets. But target market can consider

some disruption for the lower tariff.6) Word of mouth influence the purchasing behavior of the target market so mobile

operator should adopt some tactic to promote word of mouth promotion.7) Mobile phone operators should launch multiple promotional activities to attract or

meet different needs of different segment. They can go for promotion with operant conditioning for students or housewives segment to force them to buy the products.

8) Mobile operator can highlight the brand image for its products to students and private service holders as students and private service holders value brand image for purchasing the mobile phone.

9) Companies should be careful while selling product to the segment of public service holder because they are most price sensitive customer among the target markets

References:

1) Naresh K. Malhotra- Marketing Research an Applied Orientation. Fourth Edition2) Gilbert. A. Charchill.JR. Dawn lacabucci- Marketing Research Methodological

Foundations. Eight Edition.3) David J. Luck-Ronald S. Rubin- Marketing Research. Seventh Edition.4) Donald S. Tull. Del I. Hawkins-Marketing Research Measurement and Method.

Sixth Edition.5) Carl Madaneil- Contemparary Marketing Research. Fourth Edition.

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buying behavior of cutomer towards telecom sector

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