ABSTRACT
This
research work determinant of users choice of mobile telecommunication in
Nigeria. The descriptive survey research design was adopted for the study. The
population of this study comprised all the student of University of Lagos,
Akoka. The simple random sampling technique was used to select 250 respondents
from the population used for the study. The main instrument used for data
collection was structured questionnaire that was validated by experts and the
reliability was also established. For research question were raised and
answered and hypotheses were tested using descriptive and inferential statistic
respectively. The study revealed that there is relation between GSM and users
choice and users do have decision.
Table
of Contents
Title
pages i
Certification ii
Dedication iii
Acknowledgements iv
Abstract v
Table
of Contents vi
CHAPTER ONE: INTRODUCTION
1.1
Background of the Study
1.2
Statement of the Problem 1
1.3
Aim and Objectives of the Study 3
1.4
Research Questions 3
1.5
Research Hypothesis 4
1.6
Significance of the study 4
1.7
Scope of the study 5
1.8
Definition of terms 6
CHAPTER TWO: LITERATURE
REVIEW
2.1 Conceptual Framework 7
2.1.1 The Nigerian Telecommunication Industry 7
2.1.2 What is Mobile Marketing 10
2.1.3 Development of Mobile Marketing 12
2.1.4 Characteristics of the Mobile Phone Device
as a Marketing Communication Tool 15
2.1.5 Mobile Marketing Tools 16
2.1.6 Short Message Service (SMS) as Mobile Marketing
Tool 17
2.1.7 Drivers of
Mobile Marketing 18
2.1.8 Benefit of Mobile Marketing 19
2.1.9 Types of Mobile Marketing 23
2.1.10 Forms of Mobile Marketing Tools 24
2.2 Factors Considered by Consumers in the
Choice of Network 31
2.2.1 Service Quality 31
2.2.2 Tariff or Price 31
2.2.3 Customer Care or Customer Service 32
2.2.4 Promotion 33
2.2.5 Network Coverage 34
2.3 Theoretical Framework 34
2.3.1 Theories of Mobile Service Adoption 34
CHAPTER THREE:
METHODOLOGY
3.1 Preamble 37
3.2 Research Design 37
3.3 Population of the Study 37
3.4 Sampling Procedure and Sample Size 37
3.5 Data Collection Instrument and Validation 38
3.6 Method of Data Analysis 38
[
CHAPTER FOUR: DATA
ANALYSIS AND PRESENTATION OF RESULTS
4.0 Introduction 40
4.1 Presentation of Personal Data of
Participants 40
4.2 Answer to Research Questions 42
4.3 Test of Hypotheses 46
4.4 Discussion Findings 49
CHAPTER FIVE: SUMMARY, CONCLUSION AND
RESEARCH RECOMMENDATIONS
5.1 Introduction 52
5.1 Summary of the Study 52
5.2 Conclusion 53
5.3 Recommendation 53
References 56
Appendix 60
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE
STUDY
In a
competitive market, service providers are expected to compete on both price and
quality of services and also it is necessary for the service providers to meet
the consumers' requirements and expectations in price and service quality
(Melody, 2001). Telephone, for example, provides ubiquitous social interactions
between and among individuals, groups, organisations and the governments alike
and that subsequently makes and operates a broadly networked international
environment tying nations, cultures, casts, creed, national identities and
businesses.
According to Olatokun and Nwonne (2013), the Nigerian
telecommunication sector has experienced unprecedented growth especially
between 2001 and 2007 following the deregulation of that sector by the then
civilian democratic government in 1999. Since then, Nigeria has pursued an
aggressive market liberalization policy that has made her perhaps the most
liberalized telecommunication market in Africa. The deregulation brought about
the issuance of the first set of GSM licenses in 2001 by the Nigeria
communication commission (NCC). At present, there are four active Global System
for Mobile Communication (GSM) operators: MTN, Airtel, Giobal Communication
Limited (Glo), and most recently in 2008 Etisalat, and multitude of Code
Division Multiple Access (CDMA) operators. The top mobile GSM operators; MTN,
Glo and Airtel, account for over 85% of mobile subscriptions in the country
(Olatokun and Nwonne, 2013). The Nigeria telecommunication market has been
described as one of the world's fastest growing market, making it the most
preferred investment destination for mobile network operators (Telia, Adetoro
and Adekunle, 2009).
The
telecommunication market has attracted more than $18 billion dollars in
investment as at 2009, the second largest after the oil and gas sector and is
still growing both in terms of subscribers' base and infrastructural
development (NCC, 2007). The nation's teledensity currently exceeds 50%, with
about 74 million subscriber lines as of the end of December 2009.Access to
modern telecom services is now within reach of more than 90% of the people who
live within Nigeria. Users of mobile products and services are highly
differentiated in terms of demography thereby increasing sensitivity across the
offerings of mobile operators. Since subscribers base determine the network
effects accrued to a mobile telecom operator, huge subscribers base amount to
high network effect with a resultant margin on profitability.
According to Olatokun and Nwomie (2012), consumers of
telecommunications products and services in Nigeria are varied and their
tastes, needs and expectations are also varied. User satisfaction is very
important in today's business world as the ability of a service provider to
create high degree of satisfaction is crucial for product differentiation and
developing strong relationship with the user. User satisfaction makes the phone
users loyal to one telecommunication service provider. Satisfaction of the user
can help the brands to build long and profitable relationships with their
users. Although it is costly to generate satisfied and loyal users of a product
or service, however, it would prove profitable in the long run for the firm.
Therefore, this study is aimed at knowing the users choice of mobile services
providers in the Nigerian Telecommunications industry.
1.2 STATEMENT OF THE
PROBLEM
It is
a widely known fact that life in the world today has been made easier through
Communications. It has made every business in the world so easy that many now
describe the world as a global village. Though the major objectives of GSM had
been partially achieved in Nigeria, there are some major challenges to the
development of quality ICT in Nigeria and these challenges can be seen in the
services rendered by the major network service providers, namely MTN, Airtel,
Etisalat and Globacom to their numerous subscribers. Most times, using the
services of these network providers are frustrating due to the high rate of
drop calls, poor network coverage, frustrating Internet services, unjustifiable
charges and lack of qualified customer care agents. One can seldom complete a
minute call without any bad signal interference. Also, these network providers
seem to only focus attention on cities and major towns leaving remote areas
with poor and even lack of network. Also, in spite of the fact that Internet
plays a key role in globalisation, none of the service providers in Nigeria can
boast of adequate and reliable Internet connection in all the villages and
cities in the country.
1.3 AIM AND OBJECTIVES OF THE STUDY
The
aim of the study is to assess the determinants of users' choice of mobile
service providers in the Nigeria Telecommunication industry While the specific
objectives of the study are to:
1.
Identify the influences of the
frequency of dropped calls on users' choice of mobile service provider.
2.
Examine the effects of
occupation of mobile phone users on choice of telecoms operators in Nigeria.
3.
Assess the impact of telecoms
service quality on users' choice of mobile phone carriers in Nigeria.
4.
Determine the effect of sales
promotion on the choice of telecommunication service provider in Nigeria.
1.4 RESEARCH QUESTIONS
The
following research questions readily emanated from the objectives of the study
and their resolution would be helpful in attaining the purposes for which this
study is undertaken:
1.
What are the influences of the
frequency of dropped calls on users' choice of mobile service provider?
2.
What is the effect of
occupation of mobile phone users on choice of telecoms operators in Nigeria?
3.
What is the impact of telecoms
service quality on users' choice of mobile phone carriers in Nigeria?
4.
What is the effect of sales
promotion on the choice of telecommunication service provider in Nigeria?
1.5 RESEARCH HYPOTHESES
In
addition to the research questions above, the following hypotheses were evaluated
to lend
more credence to the
findings of the study.
Hypothesis One
H0: There is no significant relationship
between frequency of dropped calls and users
choice of mobile service.
h1:
There is
significant relationship between frequency of dropped calls and users choice of
mobile service.
Hypothesis Two
H0: There is no significant relationship
between occupations of mobile phone users on choice of telecoms operators in
Nigeria
h1:
There is
significant relationship between occupations of mobile phone users on choice of
telecoms operators in Nigeria
Hypothesis Three
H0: There
is no significant relationship between telecoms service quality and users'
choice of mobile phone carrier in Nigeria.
h1:
There is
significant relationship between telecoms service quality and users' choice of
mobile phone carrier in Nigeria.
Hypothesis Four
H0: There
is no significant
relationship between sales
promotion and choice
of telecommunication service provider in Nigeria.
h1: There is
significant relationship between
sales promotion and
choice of telecommunication
service provider in Nigeria.
1.6 SIGNIFICANCE OF THE STUDY
This
research intends to assess the determinants of users' choice of mobile service
providers in the Nigeria Telecommunications industry. Findings of the study
will therefore be used to throw more light on the reasons behind the choice of
a particular network, while the positive aspects of these determinants can be sieved
from the whole gamut of the concept, so that it can help form the very vertebra
of this research work. Recommendations made from this research study will also
aid the management of the telecommunication firms in Nigeria to identify and
comprehend the endless opportunities that abound in the Nigeria
telecommunication industry.
Furthermore,
scholars and students of the management can use the research work as a
reference point in their future research.
1.7 SCOPE OF THE STUDY
This
research attempts to understudy the determinants of users' choice of mobile
service providers in the Nigeria Telecommunications market. It is not an easy
task on the part of the researcher to take a nationwide magnitude of the study,
therefore the study will be limited to students of University of Lagos as a
case study.
1.8 DEFINITION OF TERMS
Globalization: Globalization
implies the opening of local and nationalistic perspectives to a broader
outlook of an interconnected and interdependent world with free transfer of
capital, goods, and services across national frontiers. GSM: Global System for
Mobile Communications, originally Grouped Special Mobile), is a standard
developed by the European.
Internet: is a global network
connecting millions of computers. More than 100 countries are linked into
exchanges of data, news and opinions.
Tarrif: A tax imposed on imported
goods and services. Tariffs are used to restrict trade, as they increase the
price of imported goods and services, making them more expensive to consumers.
Also Tariffs provide additional revenue for governments and domestic producers
at the expense of consumers and foreign producers.
Teledensity: is the number of
telephone connections for every hundred individuals living within an area. It
varies widely across the nations and also between urban and rural areas within
a country.
Click “DOWNLOAD NOW” below to get the complete Projects
FOR QUICK HELP CHAT WITH US NOW!
+(234) 0814 780 1594
Login To Comment