Investigating the consumer decision-making process and determinants of choice for prepaid services from mobile network service providers
- Authors: Ajayi, Ella
- Date: 2021-12
- Subjects: Mobile communication systems , Consumer behavior
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/53688 , vital:45713
- Description: The mobile telecommunications industry has been a fundamental and an important enabler in the advancement of the South African economy, with mobile network providers investing billions of rands in mobile infrastructure and facilitating a functional and progressive global marketplace (ICASA Annual Performance Plan, 2020/21). South Africa’s telecommunications system is one of the most sophisticated in the emerging markets, and according to Gillwald, Mothobi, and Rademan (2018, p.6), various indices including the ICT Development Index corroborate this view. The deployment of wireless communications networks in the country has had immeasurable social benefits for many consumers. The most rural areas of the country are now able to experience the convenience and ubiquity that comes with having access to mobile network technology. Though mobile network provision is making progress in terms of bridging the digital divide, inhibitors exist within the mobile competitive landscape that prevent consumers from exploring the full benefits of the advanced technologies at their disposal. According to Chinembiri (2020, p.6), mobile data costs remain high and out of reach for the average South African consumer, despite the recent requisite data price reduction by the dominant mobile network service providers. The prepaid segment is dominated by customers who either carry multiple SIM cards or switch between mobile network operators. The adoption by ICASA of the Mobile Number Portability (MNP), the process through which customers switch between mobile operators and keep their mobile number (Yadav, Dabhade, & Dabhade, 2013, p.1), resulted in significant reduction in switching costs thus perpetuating the migration of subscribers between mobile network providers. According to Olufemi and Strydom (2018, p. 52), the fiercest competition experienced by South African mobile providers is in the prepaid market. , Thesis (MBA) -- Faculty of Business and Economic Sciences, Business School, 2021
- Full Text:
- Date Issued: 2021-12
- Authors: Ajayi, Ella
- Date: 2021-12
- Subjects: Mobile communication systems , Consumer behavior
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/53688 , vital:45713
- Description: The mobile telecommunications industry has been a fundamental and an important enabler in the advancement of the South African economy, with mobile network providers investing billions of rands in mobile infrastructure and facilitating a functional and progressive global marketplace (ICASA Annual Performance Plan, 2020/21). South Africa’s telecommunications system is one of the most sophisticated in the emerging markets, and according to Gillwald, Mothobi, and Rademan (2018, p.6), various indices including the ICT Development Index corroborate this view. The deployment of wireless communications networks in the country has had immeasurable social benefits for many consumers. The most rural areas of the country are now able to experience the convenience and ubiquity that comes with having access to mobile network technology. Though mobile network provision is making progress in terms of bridging the digital divide, inhibitors exist within the mobile competitive landscape that prevent consumers from exploring the full benefits of the advanced technologies at their disposal. According to Chinembiri (2020, p.6), mobile data costs remain high and out of reach for the average South African consumer, despite the recent requisite data price reduction by the dominant mobile network service providers. The prepaid segment is dominated by customers who either carry multiple SIM cards or switch between mobile network operators. The adoption by ICASA of the Mobile Number Portability (MNP), the process through which customers switch between mobile operators and keep their mobile number (Yadav, Dabhade, & Dabhade, 2013, p.1), resulted in significant reduction in switching costs thus perpetuating the migration of subscribers between mobile network providers. According to Olufemi and Strydom (2018, p. 52), the fiercest competition experienced by South African mobile providers is in the prepaid market. , Thesis (MBA) -- Faculty of Business and Economic Sciences, Business School, 2021
- Full Text:
- Date Issued: 2021-12
The Impact of in-store promotions on consumer buying behaviour
- Authors: Van Niekerk, Ruan
- Date: 2021-12
- Subjects: Consumer behavior , Sales promotion
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/54377 , vital:46486
- Description: The purpose of this treatise is to identify the impact of in-store promotions on consumer buying behavior. Through utilizing real-world data, the study used a qualitative analysis by gathering input from people who are activity involved with in-store promotions. In-store promotions have been suspected to directly impact consumer buying behavior; however, there is no real proof of this. Furthermore, the theory suggests that in-store promotions should impact consumer buying behavior, but there could be a difference between what theory states against what is actually happening. Therefore, this study will be taking opinions and views from those working with in-store promotions and put it to the test against the theory. The aim is to determine whether in-store promotions is a viable source of marketing and if it can ultimately affect the consumers buying behavior. The treatise will also help the reader to understand the theory behind consumer behavior and what it entails. Interviews were conducted with store managers across South Africa to get more accurate data. By interviewing store managers from various regions, geographical skewness of data was prevented from occurring. This study further assists marketing professionals to have a more accurate understanding of what to expect when conducting in-store promotions. Marketing professionals will also be able to better predict the outcome such activities on the final purchasing decision of consumers. , Thesis (MAB) -- Faculty of Business and Economic Sciences, 2021
- Full Text:
- Date Issued: 2021-12
- Authors: Van Niekerk, Ruan
- Date: 2021-12
- Subjects: Consumer behavior , Sales promotion
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/54377 , vital:46486
- Description: The purpose of this treatise is to identify the impact of in-store promotions on consumer buying behavior. Through utilizing real-world data, the study used a qualitative analysis by gathering input from people who are activity involved with in-store promotions. In-store promotions have been suspected to directly impact consumer buying behavior; however, there is no real proof of this. Furthermore, the theory suggests that in-store promotions should impact consumer buying behavior, but there could be a difference between what theory states against what is actually happening. Therefore, this study will be taking opinions and views from those working with in-store promotions and put it to the test against the theory. The aim is to determine whether in-store promotions is a viable source of marketing and if it can ultimately affect the consumers buying behavior. The treatise will also help the reader to understand the theory behind consumer behavior and what it entails. Interviews were conducted with store managers across South Africa to get more accurate data. By interviewing store managers from various regions, geographical skewness of data was prevented from occurring. This study further assists marketing professionals to have a more accurate understanding of what to expect when conducting in-store promotions. Marketing professionals will also be able to better predict the outcome such activities on the final purchasing decision of consumers. , Thesis (MAB) -- Faculty of Business and Economic Sciences, 2021
- Full Text:
- Date Issued: 2021-12
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