Factor affecting consumers' buying decision process on Mobile Service Providers especially in Thailand

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TABLE OF CONTENTS

CHAPTER 04: DISCUSSION AND ANALYSIS1

Introduction1

Questionnaire Development2

Testing the Reliability of the Questionnaire4

Findings from the Questionnaire and its Analysis6

Demographics8

Company Information12

Factors Affecting Consumers' Buying Process16

Testing of Hypotheses34

Hypothesis 134

Hypothesis 235

Hypothesis 336

Hypothesis 437

Discussion38

Influence of Branding38

Influence of Customer Loyalty40

Influence of the Purchasing Decision Process41

Influence of Marketing Strategies42

Insights from the Reviewed Literature42

CHAPTER 05: CONCLUSION45

Recommendations46

Recommendations for Future Research48

Theoretical Implications48

Managerial Implications49

REFERENCES51

APPENDIX53

Questionnaire53

CHAPTER 04: DISCUSSION AND ANALYSIS

Introduction

This section of the dissertation is based on the analysis of the findings of the research study based on the responses received through the questionnaire. As mentioned in the previous chapter, the feedback and insights of the respondents are obtained using a questionnaire, containing both qualitative and quantitative questions, giving the respondents a range of options to choose from. This section will reflect upon the respondents' feedback in correspondence to their reactions and choices when it comes to choosing a particular telecommunication industry in Thailand. There are a multitude of reasons behind the customer's choice of a particular telecom service provider that forms the bases of his choice and rationale. This goes a long way in helping the companies formulate strategies that can enable them gain a competitive advantage through gaining maximum market shares.

This chapter is mainly divided into five sub-sections: the first sub-section provides a rationale behind the formation of the questionnaire; the researcher would assess what were the underlying factors behind designing this study instrument, the elements that were kept in mind and the intended outcomes to be achieved. The second sub-section would report the findings from the questionnaire in this format and would interpret the findings obtained. This would not involve the analysis of the findings, rather just a readable presentation, so as to give an idea about the findings that were obtained. The readable format would make it easy to interpret the findings from the search and analyze them later on.

It is indeed the third sub-section of the dissertation that concerns with the analysis of the findings so interpreted. Analysis would take into account all the insights obtained so far. It would represent the connection of the responses to the underlying objectives for which they were designed.

The fourth sub-section relates to the testing of hypothesis based on the analysis of findings. This would describe the main hypotheses that proved to be the most suitable answer or intervention in our study, based on the study results, as found out through the research methodology adopted. The fifth and the last sub-section concerns with the learning obtained from our review of the literature. These were the insights obtained through reviewing the past researches about influences on consumer/customer purchase decisions, based on their perceptions as well as external effects on their choice. It also tends to draw important relations of customer trends when it comes to choosing a telecom industry in Thailand, based on customer loyalty and convenience. Customer loyalty is determined by a large number of influences that seem to be directly associated with what the seller has ...