Consumer Behaviour

History of Mobilink

Mobilink is a connectivity providing company. Mobilink was

launched by Orascom Telelcom Company. It was introduced in Pakistan in

the year 1994. Mobilink was the pioneer in launching GSM communication

technology in Pakistan. Mobilink initially launched its post paid services in

Pakistan. Then it stretched its services to offer prepaid communication

services by the name of Jazz. Mobilink offered high rates and exclusively high

prices were charged for the calls made and calls received. It was done

because Mobilink was the only GSM service provider in the Mobile

Telecommunication industry. It faced indirect competition in the face of Insta

Phone and Paktel which were capitalizing on Ams Communication

Technology. Mobilink launced a new service and it was the start of a new

dawn in the technological industry of Pakistan, which then grew bigger and

bigger and now entertains five communication service providers.

After many years of no competition, Mobilink was faced with

severe competition from the newly launched U-fone which started its

services in Pakistan after the start of new millenium. Then by fits and starts,

new communication companies launched their services in Pakistan and

Mobilink Jazz (Mobilink’s Prepaid Communications) was being faced with

severe competition from Telenor, Warid, Ufone and then Zong was launched.

But still, these all companies were unable to beat the brand conviction and

brand loyalty of Mobilink Jazz which is the main USP of Mobilink

Telecommunication Company.

Mobilink till date has increased its customer base to 28.5 million

(30 million being the highest number of customers which was reduced to

28.5 million due to the MNP technology introduced by PTA). Mobilink has

higher rates being offered which supports its brand image. Mobilink has

maintained its brand image which is helping increase its customer base day

Consumer Behaviour by day. Mobilink also has its Post paid serives by the name of Mobilink Indigo

which is mainly serving the corporate society. Mobilink Indigo has higher

rates and is a symbol of pride for any person in the corporate world.

Mobilink is the most populated communication family in

Pakistan and is a pride for the nation. It is providing services to almost 28.5

million people in Pakistan and is increasing day by day. It is constantly trying

to increase its customer base and its trying its best to serve the customers.

Whether its be a Mega City or a small Village, Mobilink is there and is

providing the best to its users.

Consumer Behaviour

HISTORY OF JAZZ

Mobilink Jazz was launched by Orascom Telecom Company in the year 2000. Jazz is the

prepaid connection offered to customers. Mobilink wanted to cater the customers which didn’t

want to face the hassle of paying bills on their service centers. Mobilink Jazz offered people the

service of prepaid recharge and people were saved by the hassle of paying bills on the service

centers. Before 2000, it was offered in countries like America and Japan, but it was launched in

Pakistan for the first time and it was a big success as no other company offered prepaid

connections in GSM at that time. Mobilink Jazz broke all the barriers of time and brought the

people with mind breaking connections of Jazz which was highly priced because of the unique

services it offered. The prices then rose to a level of Rs. 8000 per sim. In 2002, Jazz users were

limited to only 350,000, which have eventually risen to 24.5 million till date. Jazz was based on

three perspectives and these three things are the one which a Jazz customer must have and

that’s why Jazz is priced this way:

Convenience

Control

Freedom to use the product

Jazz was the one to offer the latest technology to its customers. The connectivity which Jazz

offers is the ultimate service being offered to its valued customers. Whether it’s a village or a

mega city, Jazz customers are offered with the connectivity they require. The target market of

Mobilink Jazz at the time of their launch was Urban Middle Class but it increased to the rural

market and other small cities and the Mobilink family has risen to an astonishing 28.5 million.

The high cost of Mobilink Jazz was justified because of the services offered. Later on, many

potential competitors of Mobilink came in to the scene and offered lower prices and then

Mobilink eventually had to lower its prices. Over all, Mobilink Jazz was able to achieve what it

Consumer Behaviour strived for, and that is its image which Mobilink is able to maintain because of the extra

ordinary services being offered by Mobilink to its valued customers

Product Details

Mobilink Jazz is the prepaid service by Mobilink that offers a wide variety of packages to suit to the needs of different people. It is one of the first prepaid services widely accepted by everyone and that is one of the reasons of Jazz being highly popular. Jazz is said to be a brand that celebrates joy, love and denotes fun through its services, attractive call rates and network reliability. Jazz helps in better communication irrespective of age, color or creed.

After all, who better allows you to be yourself?

There are a lot of packages offered by Jazz which are as follows:

Jazz One

Jazz one is a package in which it charges Rs. 1/min to any on-net calls be it anytime. It also has the lowest rates ever for other networks.

Jazz One Tariffs

Every Mobilink Number is your Friends & Family number

Details Rates

Calls to any Mobilink number Rs. 1.00 / minute

Calls to all mobile networks & Landline numbers in Pakistan

Rs. 1.60 / minute

SMS (to Mobilink) Rs. 1.0 / SMS

SMS (to other networks/landline) Rs. 1.5 / SMS

Call Setup fee of 40 paisas would only be charged with the first minute for each call.

Consumer Behaviour

Jazz Easy

Jazz Easy is a package that is simple and smart to use. It ensures that Mobilink users get the lowest call rates on both On-network and Off-network across Pakistan.

Jazz Easy Tariffs

Details Rates

Calls to any 3 Friends & Family Mobilink numbers*

Rs. 0.99 / min

Calls to any Mobilink Number Rs. 2.10 / min

Calls to all mobile networks & Landline numbers in Pakistan

Rs. 2.50 / min

F&F Numbers Offered 3 (Three)

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.5 / SMS

Bolo SMS Outgoing (Mobilink) Rs. 2 + tax per 2 IVR minutes

Bolo SMS Outgoing (Any other network)

Rs. 3 + tax per 2 IVR minutes

Bolo SMS Receiving directly Free

Bolo SMS Receiving later Rs. 1 + tax per 2 IVR minutes ( for Mobilink subscribers only)

Consumer Behaviour MMS Outgoing per 50 KB (Rs.) 6

MMS Receiving (Rs.) Free

GPRS Rate per MB (Rs.) 18

Other mobile networks / landline rates are inclusive of interconnect charges Charges for F&F number addition / modification are Rs. 15 + tax per number

*

First Package Conversion is offered free of charge. For Subsequent Conversions Rs. 10 will be charged.

Govt. taxes apply

Jazz Budget

Jazz budget is now more powerful than ever with an amazing package, and a completely fresh look! Offering remarkable rates and package features, it is the best way to stay in touch with millions of Mobilink family members in Pakistan.

Jazz Budget Tariffs

Details Rates

Calls to any Mobilink number Rs. 0.68 / 30 seconds

Calls to all mobile networks & Landline numbers in Pakistan

Rs. 0.68 / 30 seconds

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.0 / SMS

Bolo SMS Outgoing (Mobilink) Rs. 2 + tax per 2 IVR minutes

Bolo SMS Outgoing (Any other network) Rs. 3 + tax per 2 IVR minutes

Bolo SMS Receiving directly Free

Bolo SMS Receiving later Rs. 1 + tax per 2 IVR minutes (this is available for Mobilink subscribers only)

MMS Outgoing per 50 KB (Rs.) 6

MMS Receiving (Rs.) Free

GPRS Rate per MB (Rs.) 18

Consumer Behaviour

SMS Bundle Offer

Jazz brings bigger and better SMS bundle offer for all networks. This package is for all the SMS lovers who want the lowest SMS rates to reach maximum number of people be it on any network. It is again an economical package for all Jazz users.

*21% tax apply on the above mentioned price

Jazz SMS Bundles

Price* SMS Validity Minimum BalanceReq. (with tax)

Daily Bundle Rs. 2.79 500 1 day Rs. 3.38

Weekly Bundle Rs. 10 100 7 days Rs. 12.1

15 days Bundle Rs. 35 500 15 days Rs. 42.35

Consumer Behaviour

Jazz Ladies First

For the first time ever, a package designed especially for ladies – Jazz Ladies First. It offers value added services for ladies like recipes, beauty tips, diet tips and etc with remarkably low rates. This package is for all those women who love to talk for hours and hours. It charges Rs.5/- per hour.

Jazz Ladies First Tariffs

Details Rates

Calls to Any Mobilink number (11pm - 7am)

Rs. 5.00 / hour (1,2)

Calls to Any Mobilink number ( 3pm-6pm )

Rs. 1.50 / min

Calls to Any Mobilink number (1st Minute)

Rs. 2.50 / min

Calls to Any Mobilink number (2nd minute onwards)

Rs. 1.50 / min

Calls to all mobile networks & Landline numbers in Pakistan

Rs. 2.50 / min

SMS based Value Added Services Subscription

Rs. 30 / month

SMS (Push based Value Added Services)

Rs. 2.00 / SMS

SMS - Any mobilink number Rs. 1.00 / SMS

SMS - Any other network Rs. 1.50 / SMS

Consumer Behaviour

Apart from these packages, Jazz offers a lot of other features such as:

Jazz LoadJazz account can be recharged through purchasing a Jazz Card, through an Electronic Voucher, Jazz Load or by Ezetop.

Jazz AdvanceJazz has introduced a brand new service Jazz Advance through which customers can obtain advance balance by simply calling 123.

Jazz Lifetime ConnectionJazz connection can be made lifetime by just making a call or sms every 90 days.

Jazz ShareIt allows Jazz users to share balance anytime, anywhere of any amount ranging from Rs.10 to Rs.1000. All that needs to be done is type *100*Recipient’s mobile number with 92 prefix *Transfer Amount# and press ‘Send’ on your mobile screen and have fun sharing with this exciting new service.

Club RedThis offers 50% discount on all calls made by Mobilink Jazz users. This club is a platform created for Jazz users to get special treatment. Under this offer Jazz subscribers who cross the monthly usage threshold of Rs. 1,000 will get a 50% discount on all calls to Mobilink numbers for the remaining days of the month.

There are many other Value Added Services offered by Jazz to its customers. These include:

Consumer Behaviour Jazz Juke Box

This service provides songs from any band, genre, album available anywhere and at anytime for Jazz customers. Simply dial 505 and then navigate with the user friendly menu to find songs.

Jazz KarobarThis is a sms based service that provides platform for Jazz users to advertise about their products and service and to view advertisements posted by others. The objective of this service is to facilitate business by connecting buyers and sellers.

Jazz KaraokeJazz Karaoke provides a new way of having fun through singing along with songs on your mobile phones. Songs can also be downloaded through this feature and lyrics can be viewed through SMS.

Power Tool DownloadsThis feature allows Jazz users to download fun stuff like latest ringtones, wallpapers, picture messages, operator logos, greeting cards, screen savers and a lot more for a very low cost.

Bolo SMSTo get away with the hassle of typing sms, Mobilink brings Bolo SMS through which users just need to speak their message and send and it will be delivered loud and clear.

Consumer Behaviour

Swot analysis

Strengths:

Jazz, being the first GSM service in Pakistan, has very strong brand recognition. It always tries to live up to its brand name and the promise the brand makes.

Jazz is very proud of its effective retail distribution system. It is the distribution system which makes sure that Jazz SIMs are easily available everywhere, which has contributed immensely in the rise of its sales.

Jazz has a very strong positioning in the mind’s of its customers. Consumers take Jazz as a personality icon.

Mobilink network works where other network fails. Mobilink provides the widest coverage network, covering more than

Weaknesses:

All the telecommunication companies are competing with each other even in terms of employees. They are trying to take away employees from each other by offering them a better package. So, Jazz needs to improve on its employee turnover particularly its engineers.

Consumer Behaviour 10,000+ cities, towns, and villages across Pakistan. It provides connectivity to 28 million consumers loud and clear.

Apart from nationwide connectivity, Mobilink connects its consumers into 130 countries worldwide.

Opportunity:

Mobilink infinity is the new broadband service that is provided by mobilink along with the telephony services at very competitive rates. There is a lot of potential for this particular service to grow and benefit mobilink because of the continous changes in technology.

Mobilink is tapping the rural market. It is the first one to launch its services in the rural areas and is planning to expand its market share by targetting this new segment.

Mobilink is bringing up new services that are more customized and personalised for its users. This will also help mobilink to grow in future.

Threats:

Mobile Number Portability:

Mobile numbers can easily be switched from one service to another. This is threat for Jazz as there are many Jazz users who hav switched their connections to other services.

Current Political Situation (see Pest)

Consumer Behaviour

PEST ANALYSIS for MOBILINK JAZZ

Pest analysis is the mix of factors which can affect the company. These are the macro environmental factors which affect the total operations of the product. These factors play a major part in the development of the product. PEST is an abbreviation for

P- Political

E- Economical

S- Social

T- Technological

The political, economical, social and technological factors affect the product as a whole. In Political factors, we discuss the tax policy, employment laws and political stability of a country affecting the product or company. The economic factors include economic growth, interest rates and inflation rates which prevail in the country. The social factors include health consciousness, age distribution and career attitudes which are important social factors and have a potential impact on the operations of a brand. The technological factors include the new

Consumer Behaviour developments, the research and developments, rates of technological changes and other factors which play a major part in the development of the product.

Now, we will analyze the PEST factors which affect the operations of Mobilink Jazz or Mobilink as a whole.

The Political Factors which affect Mobilink are:

Political Instability in Pakistan:

The political instability in Pakistan is a major problem these days which is negatively affecting many companies. The cellular companies are also a target of these instabilities. Cellular companies have to face severe loss when any political incident happens and hence an environment of rage is created in the country. For example, when the incident of the assassination of Benazir Bhutto took place; the whole country was in the flames and many shops were burnt and all the shops of the major cities were close where people get to purchase prepaid cards and sim cards. Hence, Mobilink had to bear a severe loss of millions which was a great shock for the company. Many cellular companies were affected. Hence, political instability of a country is a great threat for Mobilink and if the condition of a country is not politically stable, Mobilink will be unable to provide its services to its customers. All the cellular companies of the country have to face losses in case of political instability.

Economic Factors:

Economic factors of a country include the economic growth of a country and inflation rates of a country.

Economic Growth:

The economic growth of Pakistan plays a major role in the development of these cellular companies. Many cellular companies have penetrated in the populated cellular market of Pakistan. Mobilink being the pioneer in GSM communication has an edge and determined a market in the growing economy of Pakistan. Hence, the present economic condition of the country is not good but still the need of communication remains stagnant and hence is providing good business to the company.

Consumer Behaviour Inflation rates:

The inflation rates in Pakistan are increasing but still Mobilink is growing and hence the customer base of Mobilink has increase to 28 million. Communication is the basic need of a human and hence is providing a good base for these cellular companies to grow. But still, these companies have reduced their profits by offering lower rates to the market.

Social Factors:

The Social Factors which affect Mobilink are Population (growth rate) and age distribution.

Population growth rate:

The population of Pakistan is increasing day by day. The present population of Pakistan has almost reached to the scale of 170 million. This provides a great opportunity for Mobilink to tap the new markets which have been deprived by other cellular companies. Mobilink can tap these new markets and target the new generation.

Age Distribution:

Mobilink Jazz is targeting the youth and hence is offering reasonable packages for youngsters. Major chunk of population of Pakistan is based on youngsters and hence it provides a good opportunity for Mobilink to target the youth.

Technological Factors:

The technological factors which affect Mobilink are R&D activity and technological development.

R&D Activity:

The new technologies which are entering the market of cellular companies are helping Mobilink increase their customer base. These new technologies are enhancing the new

Consumer Behaviour markets to use Cell Phones which help Mobilink tap new markets and increase their customer base.

Mobile Number Portability:

Mobile Number Portability or MNP is a new technology which is affecting the customer base of Mobilink. The Mobilink family constituted of 30 million customers. The MNP reduced the number of customers to 28 million. Many customer switched to other networks due to different reasons.

4Ps FOR MOBILINK

PRICE:

Price is the amount of money that consumers pay to obtain the product. Mobilink Jazz offers different packages that have different tariffs to cater to the markets individual needs.About six years ago, Mobilink was offering Jazz connection for about Rs. 3000. This is due to entry of other cellular companies and intense competition. Currently, Mobilink is offering Jazz connections for 350 rupees.

Mobilink Jazz

Tarrif Plans (Package Wise)

Budget Easy Ladies First Octane Jazz One

Billing Pulse 30-sec60-sec 60-sec 60-sec 60-sec

Charges zero zero zero 1.00 Zero

On-net * Tariffs 1.80 2.10 2.50 (1stmin)

&

2.40 1.40

(1stmin),

Consumer Behaviour 1.50^(2ndmin) 1.00(2ndmin

onwards)

Happy

Hours/LNO**

0.80 NA 5.00/hour

11pm-7am

0.75

11pm-

7am

-

Weekend Calls On-

net

NA NA NA NA -

Off-net *** Tariffs-

Fixed

1.98 2.50 2.50 2.50 2.00

(1stmin),

1.60(2ndmin

onwards)

Off-net Tariffs 1.98 2.50 2.50 2.50 2.00

(1stmin),

1.60(2ndmin

onwards)

F&F Nos 3 3 nil 3 -

F&F Tariffs 1.50 0.99 nil 0.99 -

SMS

On-net 1.00 1.00 1.00 0.20 1.00

Off-net 1.50 1.50 1.50 0.20 1.50

*On-net means Same Network **LNO = Late Night Option ***Off-net means Other Network ^During 3pm to 6pm, Rs.1.50 is applicable on on-net calls.

PRODUCT:

Jazz is a prepaid service that allows freedom from the hassles of monthly bills and gives

customers complete control over their cellular budget. One can load a scratch card and start

talking. Jazz is simple and loads of fun with value added services etc. Jazz is also affordable,

with features like no daily charges (as in postpaid services), lower rates, 180 days validity of Jazz

Scratch Cards and the option to simply reactivate your deactivated Jazz connection.

Consumer Behaviour Jazz offers 5 packages to suit the needs of its customers. Some packages have an option

of lower call rates and some have lower SMS rates.

Jazz One:

Jazz One promises lower rates ever on calls to any Mobilink number. As the name says, calls are

charged on a basis of 1 Rupee per minute.

Jazz Budget:

It is a package for those who want to control their credit budget. It offers lower call rates to any

network in Pakistan that is 68 paisas per 30 seconds.

Jazz Easy:

This package has the benefit to call Mobilink family members at low rates. It has the option to

add 3 Friends and Family numbers and call them at lower rates.

Jazz Octane:

This package offers lowest SMS rates to any network in Pakistan at 20 paisas per SMS. It also

offers lower late night call rates to Mobilink numbers.

Jazz Ladies First:

This package has been designed exclusively for ladies. It offers value added services through

SMS like beauty tips, food recipes etc. It offers lower call rates between hours fixed by

Mobilink.

Consumer Behaviour Features:

Jazz recharge:

Consumers have various options to re-charge their Jazz account balance by either purchasing a Jazz Card, through an Electronic Voucher called Jazz Load or through Ezetop.

Jazz advance:

Jazz has also introduced a service Jazz Advance, which enables customers to obtain advance balance by calling Jazz’s helpline.

Jazz share:

This service lets Jazz users share balance among themselves of any amount ranging from Rs. 10 to Rs. 1000.

Club Red:

This package offers 50% off on all calls made to Mobilink numbers for members of this service. Under this offer Jazz subscribers who cross the monthly usage threshold of Rs. 1,000 will get a 50% discount on all calls to Mobilink numbers for the remaining days of the month.

Point of Purchase (POP)

Point of purchase include displays and demonstrations that take place at the point of purchase or sale e.g. at many franchises and dealers posters are displayed on walls and brochures are kept on counters. Mobilink does POP displays at various locations and Jazz easy load outlets.

Customer database:

Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic psychographics and behavioural data. Mobilink

Consumer Behaviour is outdated all others in this regard as it is maintaining a huge database of about 5 million customers and in which it is maintaining the data about each and every call, its duration, date of billing, time of paying bill, date and time of card loading and of which denomination. In short all the history of the customer calling behaviour from the first day of using Mobilink.

Telemarketing

Telemarketing is using the telephone to sell directly to customers. Mobilink also sends SMS to its customers on special events and festivals like Eid, Valentine’s Day etc.

PLACE:

Place includes company activities that make the product available to target consumers, it includes channels, coverage, location, inventory, Mobilink Jazz Sims are available all over Pakistan, covering many cities, towns, and villages across Pakistan, Sims are available on more than 700 franchises all over the Pakistan.

As far is the appropriate distribution channel is concerned, Mobilink has chose two major channels for the sales of Jazz. They are:

Direct sales: This takes place from Mobilink’s own customer care centres located at selected locations in all cities throughout Pakistan.

Indirect Sales: This is the indirect distribution through authorized dealers, usually located in suburban areas.

Mobilink selects distribution channels based on the following factors:

Market structure: Based on the number and location of suppliers and users in an area, Mobilink uses indirect sales where there are densely populated areas

Product characteristics: Jazz is usually sold through indirect sales due to the features, price and availability requirement of the product.

Consumer Behaviour Market characteristics: Since the segment to which Jazz is targeted is not entirely

discernible, that is it is also purchased by middle class urban customers in large quantities therefore it is necessary that the product be made available at various geographical locations which are convenient for the customer to access.

PROMOTION

There are a number of different promotional strategies that are available to companies that can be made use of:

Advertising Public relations Sales promotion Direct marketing Personal selling Interactive marketing

Mobilink makes a balanced use of all the above in that it uses all of the above in proportion, while emphasizing most on advertising through print media and television and radio. Also Mobilink uses numerous sales promotions since consumers always look for extra value in the products they purchase. Apart from that the competitive environment in which Mobilink operates requires keeping pace with the constantly changing consumer wants.

Mobilink makes use of vibrant colours and youth projection in its advertisement as Jazz is a brand that mainly targets the youth and uses slogans such as ‘jiyo zara apne style se’. The youth is also a segment which has financial limitations and therefore the pricing has been kept in line.

Mobilink also invests its resources in building public relations as it believes that word of mouth goes a long away in building brand image

Consumer Behaviour

Questionnaire

Q-1: Which connection do you use?

Mobilink U-fone Warid Telenor Zong

Q-2: Connection Type:

Post Paid Pre paid

Q-3: Why do you use the above mentioned connection?

Cheap Rates Packages offered Connectivity and Network Other:

Q-4: Have you ever used Jazz?

Yes

Consumer Behaviour No

Q-5: What features of Jazz do you like?

Connectivity Rates offered Packages offered Brand Image Other:

Q-6: What does jazz means to you?

Youthful and exciting Sophisticated and successful

Q-7: Do you want any improvements in Jazz?

Yes No

If yes, please specify:

Q-8: Which Jazz Advertisement do you remember?

Q-9: Any improvements needed in the Jazz Ad(s)?

Graphs based on the results tabulated from the questionnaires:

The sample size of the questionnaires is 25.

Consumer Behaviour

Consumer Behaviour

Consumer Behaviour

Consumer Behaviour

Additions in the Report:

Identification of Major Problems

Arrogance and Complacent Behavior: The arrogant attitude of Mobilink has led to the loss of its customers from 30 million to 28 million, according to Pakistan Telecommunications Authority (PTA). They think they are the market leaders and so they are not paying attention towards delighting the customer and gaining their loyalty instead they have become competitor centered, trying hard to push them away from the market. They believe that Mobilink is a premium brand and provides with premium quality service so they charge such high prices. Though, Mobilink’s customers believe that they charge too high prices. Mobilink needs to portray itself as a premium brand by providing value for charging such high prices. They need to be more proactive in their behavior so they can retain their customers.

Unable to Determine its Target Market: Jazz is currently targeting four segments of the market:

New Users Ex-Jazzers Other Brand Users Existing Jazzers

This is evident from their different promotional campaigns as they confuse rural and urban markets together in some or existing jazzers with other brand users. This way the company is losing its focus on who are its right customers, for whom the company should work and try to retain them and make profitable customer relationships.

RECOMMENDATIONS

Consumer Behaviour

The recommendation which we would like to give to Mobilink to serve its customers more satisfyingly and which would help Mobilink in creating a better image and enhancing their services accordingly. The major and minor problems which we recognized in Mobilink are also there to be solved because they are bringing a major halt to the services of Mobilink.

From our research and questionnaires, we recognized several factors which were affecting Mobilink and were creating hindrances between the customers and the service provider

Mobilink should cater its customers more interactively. Mobilink has turned arrogant and complacent. Mobilink should try to communicate with its target market and should determine its target market. Mobilink should choose a target market and should cater that target market. Mobilink has lost its focus due to the greed of catering many markets and the competition being thrown to mobilink by different new telecommunication providers.

The third problem which we recognized in Mobilink is their customer services or their help line. Users have to wait in order to get their calls connected to the service center personnel. The employees on the phone are also not courteous and have misbehaved with some of the customers. So, in order to make their customers remain loyal to their brand, Jazz has to work on its service center personnel which respond to the help line calls made by the customer. Jazz also needs to work on its helpline in order to improve the wait which customers have to face when they make a call to the help line.

Mobilink should research and should find the factor that can make people switch to mobilink.

Mobilink should use their brand name and should show their brand as the premium brand which they have failed to do. Mobilink should advertise their brand as a premium brand and should justify their prices in accordance with their brand name.

Consumer Behaviour Spending patterns:

Reasons for liking Jazz

Family/peer pressure

Consumer Behaviour

Advertisement Recall

Consumer Behaviour Recommendations

• Communication with Customers

• Recognize and determine the right Target Market

• Show their Brand as a Premium Brand

• Should not follow the footsteps of their Competitors’