Efficiency of Sales Promotions in Cellular Industry of Pakistan

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

The research is based on the cellular industry of Pakistan. It tries to cover almost all the aspects of the cellular industry of Pakistan but the major focus is on the sales promotions being introduced by different cellular companies such as Mobilink, Ufone, Telenor, Warid and Zong.The companies have given each other a very tough competition by the introduction of different call and messaging packages in order to attract the customers and make them switch to their brand from other brands.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Aim of the research2

Significance of the study2

Research Questions2

Ethical Considerations2

CHAPTER 2: LITERATURE REVIEW4

Pakistan4

Mobile Industry of Pakistan5

Cellular Companies of Pakistan7

Mobile Communities in Pakistan7

Other Mobile Services in Pakistan10

Other Asian Countries11

Issues in the Cellular Industry of Pakistan13

Switching Costs in the Cellular Industry of Pakistan14

Telecommunication Service Quality in Pakistan15

Brand Trust in the Cellular Industry of Pakistan16

Elements of the Cellular Industry of Pakistan17

Competition in the Cellular Industry of Pakistan20

Opportunities for Pakistan Telecom21

CHAPTER 3: METHODOLOGY22

Qualitative Research22

Casual Comparative Research22

Experimental Research22

Co-Relational Research23

Mixed Research23

Classification of Research Methods24

Multi-Method Studies24

Mixed-Method Studies24

Steps in Mixed Methodology25

Research Design25

Research Instrument26

Literature Selection Criteria26

Search Technique26

Keywords Used26

Reliability/Dependability26

Validity28

Credibility30

CHAPTER 4: DISCUSSION AND ANALYSIS31

CHAPTER 5: CONCLUSION35

REFERENCES41

CHAPTER 1: INTRODUCTION

Background of the Study

In the most developed countries laptops, Wi-Fi and faster and faster wireless telecom networks have for long time made mobile access to various digital services possible while on the move. Still, large and instant mobile communities can only rely on more portable devices, such as mobile phones. Mobile devices are often the only access to Internet and digital services. The number of mobile devices being used in developing countries has exceeded four billions and is still growing. Especially in developing countries like Pakistan, the cellular industry is expanding day by day. (Anderson, 1994, pp 53-66)

It is all because of the extra ordinary campaigning of the cellular companies that are operating in Pakistan. The cellular companies based in Pakistan hire the most renowned faces as their brand ambassadors to endorse their brands and make them compete with each other. They all used all the possible marketing techniques to cut each other's business by all means. They promote their brands by introducing reasonable packages for all age groups which are cheaper than the packages introduced by their opponents. This competition and marketing strategies make the business of the cellular industry of Pakistan, more interesting. In this paper, we have analyzed the various mobile communities functioning in Pakistan and the immense promotions that they do to increase their sales through different forms of media such as television commercials, print media, social media ...