Executive Summary:

After talking to decision makers, taking interview of experts I have developed a management
decision problem statement which has been- “What are the dominant factors which influence the
purchasing behavior of customer towards the Mobile Connection?” Then I have developed
Marketing research Problem. The marketing research problem has been- “To determine the
influential factors which lead the customer towards purchasing a particular Mobile connection.”
And from the marketing research problem I have identified some factors that influence the
behaviors of mobile connection. The specific components have been- Marketing process,
Technology, service ability switching cost etc. Then I have generated a theory and a Model for
my research project. Then from the specific components I have developed the research questions
and finally I have developed the Hypotheses from the research question. Then I have gone for
Descriptive research and among different descriptive researches I have taken single cross-
sectional design. And among deferent methods I have chosen in-home survey method. My target
population has been the citizen of the Dhaka city who are a customer or future prospects of
mobile connection. The sampling technique I have used has been convenience sampling
technique. I have used Likert scaling technique and finally I have analyzed one sample t test and
cross tabulation to relate two variables. The result I have found from one sample t test are-
The target markets are influenced by Promotional activities for purchasing behaviors of mobile
connection. But target markets are not basically concerned about Celebrities for buying the
mobile connection. They do not get influenced by promotional activities which include classical
conditioning rather they get influenced by the promotion which include operant conditioning
( promotion with rebate, discount, free sampling etc). They give less importance on promotional
activities than other marketing mix such as products, distribution, price, process etc. The target
markets of the telecom industry seriously think of the tariff and put more importance on the tariff
than any other factors. They can even tolerate interrupted network service to some extent as they
put more importance on the tariff than network. They have chosen tariff as a most important
factor to by mobile connection than brand image. Target markets do value complementary
products’ availability. Target markets have chosen availability of complementary product over
network. It means that the target markets go for that product which complementary are widely
available regardless the network condition. According to target markets network is important
factor to purchase the mobile connection but not as important as tariff. But target markets put
importance on network than brand image. Customers seriously consider the word of mouth. They
rather prefer it than any promotional activities. After sale Services and value added services are
the important factor to target market for purchasing the mobile connection. Target markets
generally think of switching cost before purchasing a particular mobile connection. One
interesting finding is that target markets do not generally concerned about Brand image.

From cross tabulation I have found- Among the respondents Public service holders are the most
sensitive towards to tariff price, student and housewife value the celebrities for purchasing the
mobile connection, students and private service holders are concerned and value the brand
image, Students, housewives, private service holders value the word of mouth for purchasing the
mobile connection, Students and housewives are highly influenced by any discount, free
sampling, rebate for purchasing the mobile connection. Finally Private Service holders are most
concern about network for purchasing the mobile connection.

1
 Problem Definition:
Recently telecommunication companies are facing extreme problem regarding new customer
attraction and retention. So, to define the problem I have discussed with the decision makers. I
have also taken the interview of the expert. I have analyzed the external secondary data and to
some extend internal secondary data. And then I move to the qualitative research to get the basic
understanding. I have taken depth interview. And then I have come up with a problem
statement.

Management decision problem/Problem Statement:

According to decision maker they wanted to know the factors that could influence the purchasing
behaviors of prospects for mobile connection. So the Management Decision problem was-

What should we do to influence the purchasing behavior of customer for purchasing the Mobile
Connection?

Marketing research problem/Broad objective:

To determine the influential factors which lead the customer towards purchasing a particular
Mobile connection.

Specific components of marketing research/Specific objectives:

1) To determine the technical factors which influence the purchasing behavior of mobile
connection.
2) To determine the marketing process elements which influence the purchasing behavior of
mobile connection.
3) To determine the influence of serviceability, responsiveness, switching cost on the purchasing
behavior of mobile connection.

Approach to the Problem

Theory Development:
To identify the determinant factors regarding purchasing behaviors of mobile connection that
could improve the efficiency to get the customers or make the customers switch from the
competitors’ products, I have initially identified some variables, which are significantly
correlated with the purchase of mobile connections. When a customer decides to purchase a
mobile connection, he normally considers tariffs, promotional activities, celebrity involvement,
brand image, value added services, network, switching cost, after sales services, word of mouth,
availability of complementary products and marketing mix. So buying a mobile connection is
based on the simultaneous activation of these variables. These variables are to be described
under the descriptive research. Non-probability sampling technique (convenience sampling
technique) has to be used. Then I will use T test, frequency distribution, graph and cross

2
tabulation methods to analyze the data and then finding will be interpreting with the existing
body of knowledge.

Model Development: I have developed Graphical model of my research.

Need for communication with relatives/people create a drive for immediate
solution.

Drive for immediate solution leads to immediate purchase of

mobile connection

Purchasing decision making based on some

determinant factors

Specific mobile connection has been

purchased and met the satisfaction

Research Question:

Marketing mix and network dimensions:

1. Do promotional activities influence the target markets’ purchasing behaviors?

2. Do target markets seriously consider the Promotional activities?
3. Do celebrities influence target markets’ purchasing behaviors?
4. Do promotions with popular song, Celebrities influence target markets’ purchasing
behaviors?
5. Do promotions with discount, rebate, and free sampling influence target markets’
purchasing behavior?
6. Do target markets value promotional activities than other marketing mix?
7. Do target markets value promotional activities than network?
8. Do target markets think about the tariff while purchasing the mobile connection?
9. Do target markets give more importance on tariff than other marketing mix?
10. Do target markets give more importance on tariff than network?
11. Do target markets give more importance on tariff than brand image?
12. Do target markets basically go for that mobile connection which complementary
products are available?

3
 13. Do target markets value availability than network?
14. Do target markets value availability than other marketing mix?
15. Do target markets value availability than brand image?
16. Is network important factor to purchase the mobile connection?
17. Do target markets give more importance on network than the tariff?
18. Is network more importance than brand image?

Other dimensions:
1. Do target markets generally think of the previous involvement with particular
company?
2. Do friends or relatives influence the purchasing behaviors of the mobile connection?
3. Do the numbers of FNF/ FNF facilities influence the purchasing behaviors?
4. Are after sale Services the important factor for purchasing the mobile connection.
5. Is consideration of the Reliability of the operator important?
6. Is switching cost important factor?
7. Is brand image important factor towards purchasing mobile connection?
8. Is brand image influential factor for purchasing the mobile connection?
9. Are value added services important?

Hypotheses:

Marketing mix and network dimensions:

1. Promotional activities influence the target markets’ purchasing behavior.

2. Target markets seriously consider the Promotional activities.
3. Celebrities influence target markets’ purchasing behaviors.
4. Promotions with popular song, Celebrities influence target markets’ purchasing
behaviors.
5. Promotions with discount, rebate, and free sampling influence target markets’ purchasing
behavior.
6. Target markets value promotion activities than other marketing mix.
7. Target markets value promotional activities (classical conditioning, operant
conditioning ) than network
8. Target markets think about the tariff while purchasing the mobile connection.
9. Target markets give more importance on tariff than other marketing mix.
10. Target markets give more importance on tariff than network.
11. Target markets give more importance on tariff than brand image.
12. Target markets basically go for that mobile connection which complementary products
are available.
13. Target markets value availability than network.
14. Target markets value availability than other marketing mix.
15. Target markets value availability than brand image
16. Network is important factor to purchase the mobile connection.

4
 17. Target markets give more importance on network than the tariff.
18. Network is more importance than brand image.

Other dimensions:
1. Target markets generally think of the previous involvement with particular company.
2. Friends or Relatives influence the purchasing behaviors of the mobile connection.
3. The numbers of FNF/ FNF facilities influence the purchasing behaviors.
4. After sale Services are the important factor for purchasing the mobile connection.
5. Consideration of the Reliability of the operator.
6. Switching cost is important factor.
7. Brand image is important factor towards purchasing mobile connection
8. Brand image is influential factor for purchasing the mobile connection.
9. Value added services are important.

Research Design

Types of Research to be undertaken:

Among the different types of researches I have chosen Descriptive research for this project. I
have gone to conduct this project base on Descriptive research technique because I want to test
the significant level of the particular factors. Among two types of Descriptive research
techniques I have gone for Cross-Sectional design because I have wanted to collect data from the
sample of population element only for one time. From Cross-Sectional designs I have taken
Single cross-sectional design to carry out my research.

Survey method:
Among four types of survey methods I have chosen the appropriate one that suited my research
objectives. I have chosen the personal survey techniques. From the personal techniques I have
selected mall intercept technique. According to this technique I have needed to go directly to my
sample unit and got the questionnaires filled. I have chosen Mall intercept survey technique
because it has higher Flexibility for data collection, Diversity of questions, Response rate, and
Social desirability. And also it is higher in Control of data collection environment and moderate
Use of physical stimuli.

Scaling Method:
Since I have conducted descriptive research, I have chosen non-comparative scaling technique
because I have wanted to measure the influence of each and every factor on the purchasing
behaviors of the target market separately. Only by Non-comparative scaling technique it can be
done. And among two types non-comparative technique I have used itemize technique and from
three itemize techniques I have taken Likert scaling which range from 1 to 5 point scale. Because
I have wanted to do my research based on five dimensions which have been strongly disagree,
disagree, neutral, agree and strongly agree.

5
Questionnaire development:
First of all I have given the introduction. I have just introduced myself and the reasons why I am
collecting data. Then I have given assurance that your information will be kept confidential. I
have gone for screening and then I have prepared the body of the questionnaire. Lastly I make
respondents profiles. Questionnaires have been structured questionnaires based on non
comparative scales techniques.

Sampling Technique:
In case of my research my target population has been the students and the general people of the
Dhaka city. The students and general people who are using the mobile connection or intended to
purchase the mobile connection have been sample unit. I have conducted my research through
non-probability sampling techniques and among non-probability sampling techniques I have
gone for convenience sampling technique. Most importantly as it is an academic research it lacks
money and time. That’s why for administering this research, the sample size has been 50. Then I
have carried out the research by myself very efficiently and accurately to come to an end with a
solution of the marketing research problem statement.

Field work:
Field work is a general descriptive term for the collection of raw data. In the professional
research, research firm use its own people or external people to collect data for the sample. Since
it is an academic and individual research I myself have to go and collect the data from the
respondents. I have gone to the people in the Dhaka city and get the questionnaires filled.

Data Analysis (methodology):

I have used parametric analysis. For analyzing the questionnaires I have used one sample T-test
for metric data and frequency distribution, graph for non-metric data and later I have related two
variables. These analyses are given below-

Age and Sex: Normally consumers’ needs and wants change with age. There are certain
types of mobile connection which attract different types of aged people as well as different sex.
There some mobile connection (packages) which adopted by male people and there are some
mobile connection (packages) which get adopted by female people.

6
 Graph-1:
40

30

40.0%
20 16-25 36.0%
26-35
nP
rc
te

24.0%
36-45
10

0
16-25 26-35 36-45
AGE
According to the above bar diagram, among 100% respondents, 40% respondents are from the
age of 16-25 years, 36% respondents are from 26-35 years and 24% respondents are from 36 to
45 years. These respondents have informed their choosing factor for purchasing mobile
connection. Form their responses I will be able to understand the various aspects of my research
topic.

Graph-2:
70
66.0%

60

50

40
34.0%
P
n
c
e

30
r
t

20

10

0
Female male
SEX
According to Graph-2 the majority of the respondents are male. Among 100% respondents, male
is 66% and female is 34%.

7
Occupation: The purchasing behaviors depend on the occupation of the individuals. For My
research I am simply interested about public service, private service, student, Housewife and for
making my questionnaire non force I have kept an option blank.

Graph: 3
OCCUPATION

16.0%
business
32.0%
student
18.0%
public service holder

16.0% 18.0%
private servive holderhousewife

Among 100% respondents, 32% students, 16% are private service holders, 18% are public
service holders, 18% is housewife and 16% businessman.

8
Income: Purchasing ability depends on the individual income. People tend to focus more
on brand image who has very high income than who have lower income.
Graph:4
50

40

30

46.0%
nP
rc
e

20000-30000
t

20

20.0%
10 10000-20000
16.0%
30000-40000
10.0%
8.0%
no income
LESS THAN 10000
0
30000-40000 10000-20000 no income
20000-30000 LESS THAN 10000
INCOME

In My survey there have been 16% respondents have the income between 30000 to 40000, 46%
respondents have the income between 20000 to 30000, 20% respondents have income between
10000-20000, 8% respondents have income less than 10000 and 10% respondents do not have
any income. So the respondents I have got mostly from middle class.

T-test

Table-1
Test Value = 3
Sig. (2- Mean 95% Confidence Interval of the
t Df tailed) Difference Difference

Lower Upper
INFLUENCED BY
PROMOTION 5.142 49 .000 .980 .60 1.36

H0: Promotional activities do not influence purchasing behaviors.

H1: Promotional activities do influence purchasing behaviors.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Promotional activities do influence purchasing behaviors of mobile connection.

9
 Table-2
Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
T Df tailed) Difference Lower Upper
SERIOUSLY CONSIDER
PROMOTION 9.071 49 .000 .860 .67 1.05

H0: Target markets do not consider the Promotional activities.

H1: Target markets seriously consider the Promotional activities.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Target markets seriously consider the Promotional activities.

Table-3
Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
t Df tailed) Difference Lower Upper
CELEBRITIES
INFLUENCE
PURCHASING 5.927 49 .09 .980 .65 1.31
BEHAVIOR

H0: Celebrities do not influence target markets’ purchasing behaviors.

H1: Celebrities influence target markets’ purchasing behaviors.
α = .05
Statistical result
Since P (.09) is greater than α (.05), H0 is accepted.
Marketing Decision
Celebrities do not influence target markets’ purchasing behaviors.

Table-4

10
 Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
T Df tailed) Difference Lower Upper
CLASSICAL
CONDITIONING 1.444 49 .155 .280 -.11 .67
INFLUENCE PURCHASE

H0: Promotions with classical conditioning do not influence target markets’ purchasing
behavior.
H1: Promotions with classical conditioning influence target markets’ purchasing behavior.
α = .05
Statistical result
Since P (.155) is greater than α (.05), H0 is accepted.
Marketing Decision
Promotions with classical conditioning do not influence target markets’ purchasing
behaviors.

Table-5

Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
T Df tailed) Difference Lower Upper
OPERANT
CONDITIONING 3.767 49 .000 .660 .31 1.01
INFLUENCE PURCHASE

H0: Promotions with operant conditioning do not influence target markets’ purchasing
behavior.
H1: Promotions with operant conditioning influence target markets’ purchasing behavior.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Promotions with operant conditioning influence target markets’ purchasing behavior.

11
 Table-6

Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
T df tailed) Difference Lower Upper
VALUE PROMOTION
THAN MARKETING MIX -.102 49 .920 -.020 -.42 .38

H0: Target markets do not value promotional activities than other marketing mix.
H1: Target markets value promotional activities than other marketing mix.
α = .05
Statistical result
Since P (.920) is greater than α (.05), H0 is accepted.
Marketing Decision
Target markets do not value promotional activities than other marketing mix.

Table-7

Test Value = 3
95% Confidence Interval
of the Difference
Mean
t Df Sig. (2-tailed) Difference Lower Upper
VALUE PROMOTION
THAN NETWORK .000 49 .990 .000 -.42 .42

H0: Target markets value do not promotional activities than network

H1: Target markets value promotional activities than network
α = .05
Statistical result
Since P (.990) is less than α (.05), H0 is accepted.
Marketing Decision
Target markets do not value promotional activities than network
.

Table-8

12
 Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
T df tailed) Difference Lower Upper
TARIFF FOR
PURCHASING 3.670 49 .001 .660 .30 1.02

H0: Target markets do not think about the tariff while purchasing the mobile connection.
H1: Target markets think about the tariff while purchasing the mobile connection.
α = .05
Statistical result
Since P (.001) is less than α (.05), H1 is accepted.
Marketing Decision
Target markets think about the tariff while purchasing the mobile connection.

Table-9

Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
t df tailed) Difference Lower Upper
VALUE TARIFF THAN
MARKETING MIX 7.577 49 .000 .980 .72 1.24

H0: Target markets do not put more importance on tariff than other marketing mix.
H1: Target markets put more importance on tariff than other marketing mix.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Target markets put more importance on tariff than other marketing mix.

Table-10

13
 Test Value = 3
95% Confidence Interval
of the Difference
Mean
t df Sig. (2-tailed) Difference Lower Upper
VALUE TARIFF
THAN NETWORK 1.121 49 .0268 .200 -.16 .56

H0: Target markets do not put more importance on tariff than network.
H1: Target markets put more importance on tariff than network.
α = .05
Statistical result
Since P (.0268) is greater than α (.05), H0 is accepted.
Marketing Decision
Target markets give more importance on tariff than network.

Table-11

Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
t df tailed) Difference Lower Upper
VALUE TARIFF THAN
BRAND IMAGE 5.194 49 .000 .700 .43 .97

H0: Target markets do not put more importance on tariff than brand image.
H1: Target markets put more importance on tariff than brand image.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Target markets put more importance on tariff than brand image.

Table-12

14
 Test Value = 3
95% Confidence
Interval of the
Difference
Sig. (2- Mean
T df tailed) Difference Lower Upper
COMPLEMETARY
PRODUCT AVAILABLIE 2.840 49 .007 .580 .17 .99

H0: Target markets do not value complementary products.

H1: Target markets do value complementary products.
α = .05
Statistical result
Since P (.007) is less than α (.05), H1 is accepted.
Marketing Decision
Target markets do value complementary products.

Table-13

Test Value = 3
95% Confidence Interval
of the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper
VALUE AVAILABILITY
THAN NETWORK 4.556 49 .000 .820 .46 1.18

H0: Target markets do not value availability than network.

H1: Target markets value availability than network.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Target markets value availability of complementary products than network.

Table-14
Test Value = 3

15
 95% Confidence Interval
of the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper
VALUE AVAILABILITY
THAN BRND IMAGE 7.597 48 .000 1.082 .80 1.37

H0: Target markets do not value availability than brand image

H1: Target markets value availability than brand image
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Target markets do value availability than brand image

Table-15

Test Value = 3
95% Confidence Interval
of the Difference
Mean
T Df Sig. (2-tailed) Difference Lower Upper
NETWORK 5.029 49 .000 .800 .48 1.12

H0: Network is not important factor to purchase the mobile connection.

H1: Network is important factor to purchase the mobile connection.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Network is important factor to purchase the mobile connection.

Table-16

16
 Test Value = 3
95% Confidence Interval
of the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper
VLAUE NETWORK
THAN TARIFF 1.207 49 .233 .260 -.17 .69

H0: Target markets do not put more importance on network than the tariff.
H1: Target markets put more importance on network than the tariff.
α = .05
Statistical result
Since P (.233) is greater than α (.05), H1 is accepted.
Marketing Decision
Target markets do not put more importance on network than the tariff.
.

Table-17

Test Value = 3
95% Confidence Interval
of the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper
VALUE NETWORK
BRAND IMAGE 6.595 49 .000 .960 .67 1.25

H0: Network is not more important than brand image.

H1: Network is more important than brand image.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Network is more importance than brand image.

Table-18
Test Value = 3

17
THINK OF PREVIOUS
INVOLVEMENT 2.758 49 .008 .500 .14 .86

H0: Target markets do not generally think of the previous involvement with particular
operator.
H1: Target markets generally think of the previous involvement with particular operator.
α = .05
Statistical result
Since P (.008) is less than α (.05), H1 is accepted.
Marketing Decision
Target markets generally think of the previous involvement with particular company.
.

Table-19
Test Value = 3
95% Confidence Interval
of the Difference
Mean
t Df Sig. (2-tailed) Difference Lower Upper
TAKE SUGGESTTION
FROM RELATIVES 3.098 49 .003 .540 .19 .89

H0: Friends or Relatives do not influence the purchasing behaviors of the mobile connection.
H1: Friends or Relatives influence the purchasing behaviors of the mobile connection.
.
α = .05
Statistical result
Since P (.003) is less than α (.05), H1 is accepted.
Marketing Decision
Friends or Relatives influence the purchasing behaviors of the mobile connection.

Table-20

Test Value = 3
95% Confidence Interval
of the Difference
Mean
t df Sig. (2-tailed) Difference Lower Upper
THINK OF FNF
FACILITIES .789 49 .434 .160 -.25 .57

H0: FNF facilities do not influence the purchasing behaviors.

18
 H1: FNF facilities influence the purchasing behaviors.
α = .05
Statistical result
Since P (.434) is greater than α (.05), H0 is accepted.
Marketing Decision
FNF facilities do not influence the purchasing behaviors..

Table-21

Test Value = 3
95% Confidence Interval
of the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper
AFTER SALES SERVICES
ARE IMPOTANT 3.961 49 .000 .700 .34 1.06

H0: After sale Services are not the important factor for purchasing the mobile connection.
H1: After sale Services are the important factor for purchasing the mobile connection.
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
After sale Services are the important factor for purchasing the mobile connection.

Table-22

Test Value = 3
95% Confidence Interval
of the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper
CONSIDER RELIBILITY
OF THE OPERATOR 1.905 49 .006 .360 -.02 .74

H0: Do not consider of the Reliability of the operator.

H1: Consider of the Reliability of the operator.
α = .05
Statistical result
Since P (.006) is greater than α (.05), H0 is accepted.

19
 Marketing Decision
Target markets do consideration of the Reliability of the operator.

Table-23

Test Value = 3
95% Confidence Interval
of the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper
CONSIDER
SWITCHING COST 4.662 49 .000 .760 .43 1.09

H0: Switching cost is not important factor.

H1: Switching cost is important factor
α = .05
Statistical result
Since P (.000) is less than α (.05), H1 is accepted.
Marketing Decision
Switching cost is important factor.

Table-24

Test Value = 3
95% Confidence Interval
of the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper
I value brand
image 1.966 49 .055 .320 -.01 .65

H0: Target markets value Brand image for purchasing mobile connection
H1: Target markets do not value Brand image for purchasing mobile connection
α = .05
Statistical result
Since P (.055) is greater than α (.05), H0 is accepted.
Marketing Decision
Target markets do not value Brand image for purchasing mobile connection

Table-25
Test Value = 3
T Df Sig. (2-tailed) Mean 95% Confidence Interval
Difference of the Difference

20
 Lower Upper
SERIOUSLY CONDER
VALUE ADDED 1.333 49 .000 .280 -.14 .70

H0: Other value added services are not important.

H1: Other value added services are important.
α = .05
Statistical result
Since P (.000) is Greater than α (.05), H0 is accepted.
Marketing Decision
Value added services are important for purchasing mobile connection.

Table-26
OCCUPATION * VALUE TARIFF THAN MARKETING MIX

VALUE TARIFF THAN MARKETING MIX

NEUTRA STORNGLY
DISAGREE L AGREE AGREE
OCCUPATION student 0 14% 8% 10%
housewife 2% 6% 4% 6%
private service
4% 2% 2% 8%
holder
public service
0 4% 8% 6%
holder
business 0 4% 8% 4%

From above table we see that from student segment 8% respondents are agreed and 10% are
strongly agreed. Among the respondents Public service holders are the most sensitive towards to
tariff price

Table-27

OCCUPATION * CELEBRITIES INFLUENCE PURCHASING BEHAVIOR

CELEBRITIES INFLUENCE PURCHASING BEHAVIOR

STORNGLY
DISAGREE NEUTRAL AGREE AGREE
OCCUPATION student 4% 4% 6% 18%
housewife 2% 2% 2% 12%
private service
0 6% 2% 8%
holder
public service
6% 4% 2% 6%
holder
business 2% 4% 4% 6%

21
From above table we see that student and housewife value the celebrities for purchasing the
mobile connection.

Table-28
OCCUPATION * BRAND IMAGE

BRAND IMAGE IS IMPORTANT

STRONGLY STORNGLY
DISAGREE DISAGREE NEUTRAL AGREE AGREE
OCCUPATION student 0 6% 12% 6% 8%
housewife 4% 6% 4% 6% 0
private service
0 0% 2% 8% 10%
holder
public service
0 6% 6% 2% 0
holder
business 2% 2% 2% 6% 2%

Among these respondents students and private service holders are concerned and value the brand
image.

Table-29
OCCUPATION * TAKE SUGGESTTION FROM RELATIVES

TAKE SUGGESTTION FROM RELATIVES

STRONGLY STORNGLY
DISAGREE DISAGREE NEUTRAL AGREE AGREE
OCCUPATION student 2% 0 8% 14% 10%
housewife 2% 0 2% 6% 6%
private service
2% 2% 4% 4% 6%
holder
public service
6% 0 6% 2% 2%
holder
business 0 4% 6% 6% 0
From this table we can easily understand that Students, housewives, private service holders value
the word of mouth for purchasing the mobile connection.

Table-30
OCCUPATION * OPERANT CONDITIONING INFLUENCE PURCHASE

OPERANT CONDITIONING INFLUENCE PURCHASE

STRONGLY STORNGLY
DISAGREE DISAGREE NEUTRAL AGREE AGREE
OCCUPATION student 2% 8% 6% 6% 10%
housewife 0 2% 4% 2% 10%
private service
0 2% 6% 2% 6%
holder
public service
0 2% 2% 2% 12%
holder
business 0 2% 6% 2% 6%

After relating two variables we find that Students and housewives are highly influence by any
discount, free sampling, rebate for purchasing the mobile connection.

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 Table-31
OCCUPATION * NETWORK

NETWORK
STORNGLY
DISAGREE NEUTRAL AGREE AGREE
OCCUPATION Student 14% 10% 4% 4%
Housewife 6% 4% 4% 4%
OCCUPATION private service
0 0 6% 10%
holder
public service
6% 6% 2% 4%
holder
Business 4% 2% 4% 6%

In case of network Private service holder value most for purchasing the mobile connection.

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 Findings:
Nowadays telecommunication sector is very competitive. Here every telecom company has to
strive to get the prospects as many as possible. Every company uses different tools to persuade
the target markets to buy the products. They conduct market research very often to know about
the choices of the target markets. I also come up with important findings after conducting a
research.

The target markets are influenced by Promotional activities for purchasing behaviors of mobile
connection. But target markets are not basically concerned about Celebrities for buying the
mobile connection. They do not get influenced by promotional activities which include classical
conditioning rather they get influenced by the promotion which include operant conditioning.
They give less importance on promotional activities than other marketing mix such as products,
distribution, price, process etc. The target markets of the telecom industry seriously think of the
tariff and put more importance on the tariff than any other factors. They can even tolerate
interrupted network service to some extent as they put more importance on the tariff than
network. They have chosen tariff as a most important factor to by mobile connection than brand
image. Target markets do value complementary products’ availability. Target markets have
chosen availability of complementary product over network. It means that the target markets go
for that product which complementary are widely available regardless the network condition.
According to target markets network is important factor to purchase the mobile connection but
not as important as tariff. But target market put importance on network than brand image.
Customers seriously consider the word of mouth. They rather prefer it than any promotional
activities. After sale Services and value added services are the important factor to target market
for purchasing the mobile connection. Target markets generally think of switching cost before
purchasing a particular mobile connection. One interesting finding is that target markets do not
generally concerned about Brand image.

After relating occupation with other important marketing research question the following
findings has been found-

1. Among respondents Public service holders are the most sensitive towards to tariff price
2. Student and Housewife value the celebrities for purchasing the mobile connection.
3. Students and private service holders are concerned and value the brand image for
purchasing the mobile connection.
4. In case of word of mouth, Students, housewives, private service holders value it for
purchasing the mobile connection.
5. Public service holders, Students and housewives are highly influence by any discount,
free sampling, rebate for purchasing the mobile connection.
6. Private Service holders are most concern about network for purchasing the mobile
connection.

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 Limitations of Research:

Incase of conducting this research I have faced different types of problems. As it has been an
academic research obviously there must be some problems. Time has been very important factor
to conduct this research because I had to carry out this research within around 45 days. So
apparently Time has been an obstacle for my research. Other limitations have been financial
aspect (money) and human resources since it has been an academic research. A research like this
has not been very easy to conduct if you would have any shortage of money or human resources
because it needs sufficient amount of money and man power to be conducted. Besides
inadequate money I did not have any man power since I have been instructed to conduct this
research by myself.

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 Conclusions and Recommendations:
After talking to decision makers, taking interview of experts I have developed a management
decision problem statement. Then I have developed Marketing research Problem. And from the
marketing research problem I have identified some factors that influence the behaviors of mobile
connection. The specific components have been- Marketing process, Technology, service ability
switching cost etc. I have developed the research questions and finally I have developed the
Hypotheses from the research question. Then I have gone for Descriptive research and among
different descriptive researches I have taken single cross-sectional design. And among deferent
methods I have chosen in-home survey method. My target population has been the citizen of the
Dhaka city who are a customer or future prospects of mobile connection. The sampling
technique I have used has been convenience sampling technique. I have used Likert scaling
technique and finally I have analyzed one sample t test and cross tabulation to relate two
variables. Then I have carried out the research.

After analyzing the hypotheses I would like to offer some recommendation to influence the
decision of mobile purchasing of the target market.

1) The operator should focus on the tariff because target markets are still concerned
about tariff than any other factors for purchasing mobile phone. Tariff is still the
most dominant factor for purchasing the mobile connection.
2) Among different types of promotional techniques, target markets value the
promotions those contain operant conditioning. Target markets put more
importance on promotional activities that contain operant conditioning than those
contain classical conditioning such as celebrities. So mobile operator must keep
on providing rebates, discounts, free offer etc.
3) The brand image is still less important to target markets than tariffs. So the mobile
operator must build strong brand image so that target markets do not think much
about tariff.
4) The complementary products must be available.
5) Network is also concern of the target markets. But target market can consider
some disruption for the lower tariff.
6) Word of mouth influence the purchasing behavior of the target market so mobile
operator should adopt some tactic to promote word of mouth promotion.
7) Mobile phone operators should launch multiple promotional activities to attract or
meet different needs of different segment. They can go for promotion with
operant conditioning for students or housewives segment to force them to buy the
products.
8) Mobile operator can highlight the brand image for its products to students and
private service holders as students and private service holders value brand image
for purchasing the mobile phone.

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9) Companies should be careful while selling product to the segment of public
service holder because they are most price sensitive customer among the target
markets
References:

1) Naresh K. Malhotra- Marketing Research an Applied Orientation. Fourth Edition

2) Gilbert. A. Charchill.JR. Dawn lacabucci- Marketing Research Methodological
Foundations. Eight Edition.
3) David J. Luck-Ronald S. Rubin- Marketing Research. Seventh Edition.
4) Donald S. Tull. Del I. Hawkins-Marketing Research Measurement and Method.
Sixth Edition.
5) Carl Madaneil- Contemparary Marketing Research. Fourth Edition.

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