ADVERTISING AND CONSUMER BEHAVIOURS

ADVERTISING AND CONSUMER BEHAVIOURS

Motivational factors of mobile telecommunication adverts.

selection of mobile telecommunications service providers is based on some critical factors such as overall service quality, free calls and SMS, network capability, low rate changes, network innovativeness, network reliability, promotions with discounts and others. With these critical factors a prominent and perhaps a dominating factor exists, social factors, people choose those mobile operators that are already being used by their friends and family members. However, the celebrity promotional activities, special mobile number and high profile customers were least influential factors in considering which mobile operator one should choose.

All of these variables have been used to determine their influence and impact on consumer buying behavior. These specific variables are of utmost importance and are significant in analyzing the purchase behavior of consumers in the mobile telecommunication services. The characteristics of consumers in Tanzania and these variables match in many aspects. Thus, they have been chosen so as to have appropriate and correct results of this study.

Researchers have been extensively studying the concept of service quality for a decade and it has been understood that service quality is not as simple to evaluate as quality of products. quality is one of the determinants of consumer behavior, it affects the purchase behavior of consumers. Therefore, quality has been chosen as one of the variables to analyze the purchase behavior of consumers of mobile telecommunication services from different service providers of Tanzania. The dimensions used to assess quality of different service providers are connectivity, stability of the network, customer service, and expectation of the consumers.

 Price is an essential factor that determines consumer purchase behavior. price affects the purchase behavior of people who want to buy new services especially focusing on the telecommunication sector. To aid this study price has been made a variable which includes expectation of prices offered by service providers and different discounts.

Promotional activities are fundamental factors that have a direct or indirect effect on consumer purchase behavior. Thus, in order to have a valid and in depth research about the relevant study area, this variable has been chosen.

Most of the studies related to mobile telecommunication services and consumer behavior state that reference groups such as friends and family (social factors) have an impact on consumer purchase behavior. consumers take the influence of their friends and family.

By

 Peter Felister