This my research project for my MBA. I conducted the study in Kenyan market. The results are attached. This file will be usefull to the operators, students and govt. agencies. If u need any info let me know.
About the Company and it’s Product.
Business Model
The Market and Marketing
SWOT Analysis
Competitive Analysis
Porter’s Analysis
Consumer Behaviour Analysis
Positioning and Targeting
A comparative study between Apple and SamsungVivek Shah
The Apple brand and logo are currently more recognized around the Western world, and in London and New York, you cannot walk down the street without seeing a sea of white headphones and people playing with their iPhones. The Brand Finance Global 500 2013 puts Apple and Samsung right at the very top of the best brands in the world, ahead of Coca-Cola and Google.
Samsung smartphones are broadly comparable, feature-for-feature, with competitors like HTC, Sony, LG and now Nokia, so why has it become so dominant? A big part of the answer lies in its sheer marketing muscle – Samsung spends a bigger chunk of its annual revenue on advertising and promotion than any other of the world's top-20 companies by sales – 5.4%, according to Thomson Reuters data. Apple spends just 0.6%, and General Motors 3.5%.
Adverts mocking Apple fans, and heavy investment in product placement and in distribution channels have strengthened its Galaxy mobile brand. Samsung now sells one in every three smartphones and has more than double Apple’s market share.
Moon Ji-hun, head of brand consultant Interbrand's Korean operation, adds: “When your brand doesn't have a clear identity, as is the case with Samsung, to keep spending is probably the best strategy. But maintaining marketing spend at that level in the longer term wouldn't bring much more benefit. No one can beat Samsung in terms of ad presence, and I doubt whether keeping investing at this level is effective.”
Apple may sit in top position now, but has lost its mojo over the last couple of years through lackluster product releases and perceived lack of innovation. Samsung is catching up and is already no. 2. The Samsung brand can be improved and it isn’t loved by some like Apple, but I am impressed with the leadership team for seizing the opportunity to leapfrog all its other competitors, through investment and execution with conviction.
About the Company and it’s Product.
Business Model
The Market and Marketing
SWOT Analysis
Competitive Analysis
Porter’s Analysis
Consumer Behaviour Analysis
Positioning and Targeting
A comparative study between Apple and SamsungVivek Shah
The Apple brand and logo are currently more recognized around the Western world, and in London and New York, you cannot walk down the street without seeing a sea of white headphones and people playing with their iPhones. The Brand Finance Global 500 2013 puts Apple and Samsung right at the very top of the best brands in the world, ahead of Coca-Cola and Google.
Samsung smartphones are broadly comparable, feature-for-feature, with competitors like HTC, Sony, LG and now Nokia, so why has it become so dominant? A big part of the answer lies in its sheer marketing muscle – Samsung spends a bigger chunk of its annual revenue on advertising and promotion than any other of the world's top-20 companies by sales – 5.4%, according to Thomson Reuters data. Apple spends just 0.6%, and General Motors 3.5%.
Adverts mocking Apple fans, and heavy investment in product placement and in distribution channels have strengthened its Galaxy mobile brand. Samsung now sells one in every three smartphones and has more than double Apple’s market share.
Moon Ji-hun, head of brand consultant Interbrand's Korean operation, adds: “When your brand doesn't have a clear identity, as is the case with Samsung, to keep spending is probably the best strategy. But maintaining marketing spend at that level in the longer term wouldn't bring much more benefit. No one can beat Samsung in terms of ad presence, and I doubt whether keeping investing at this level is effective.”
Apple may sit in top position now, but has lost its mojo over the last couple of years through lackluster product releases and perceived lack of innovation. Samsung is catching up and is already no. 2. The Samsung brand can be improved and it isn’t loved by some like Apple, but I am impressed with the leadership team for seizing the opportunity to leapfrog all its other competitors, through investment and execution with conviction.
Go ibibo- should grow independently or sell?
Case study solution on how the merger takes place between Go-Ibibo and MMT
the solution talks about the different aspects and the options available for best fit
The launch of Jio is likely to transform the Indian telecom sector but at the same time put pressure on multiple fronts on the current telecom operator such as Bharti Airtel, Idea & Vodafone. The entrance of the jio has brought a stormy revolution in the Telecom market and Jio has emerged into a brand new world of innovations and up gradation. This article discusses the features of the jio and the edge it would have over its rivals once operational. The objective of this research paper is to find whether the company will become a Star or will remain a question mark.
Marketing strategies of premium products of coca cola cocacola summer interns...Priyansh Kesarwani
MARKETING STRATEGIES OF PREMIUM PRODUCTS OF COCA-COLA
The Project “Marketing Strategies of premium products of coca-cola” was designed on the lines of basic investment decisions to be taken by the senior officials of coca-cola for the purpose of amendments in the pre-existing distribution network in order to review and strengthen the routes. The findings of the project are very crucial for the increment of the market share of coca-cola in the Kanpur Beverage Market.
Though the process is an ongoing one the decisions have to be taken on a strong base, supported by facts and figures and that too on papers. This support can only be provided with the help of an extensive and thorough analysis of the market and the data collected thereof.
The objectives of the project were delivered to us express sly by the Marketing Development Co-ordinator who was the lead or the project head and we had to submit the day report to him along with the draft report. He was in charge of the project and gave guidelines and directions to approach the project.
The objectives of the project are:
• To understand and analyze the market in its raw and basic form.
• To gain an in-depth knowledge of the merchandising and processing activities of the Route Agents and understand the Beverage market.
• To undertake the comparative study of the various brands and flavor packs of all existing beverages or soft drinks market and the market share and growth potential of each brand individually.
• Comparative study of the various brands, packs, and flavors available in the market
• To ascertain the pricing strategy of premium products of coca-cola & its competitor.
• Assess the promotional measures in the context of the sales of COCA-COLA and focusing our study on the customer of the company i.e., the retailers.
• To study about the new product development of coca-cola premium products.
46
As obvious that any company is a concern with the increase in sales of its products, our project was in line with the companies‟ objectives and all steps incorporate in the project were directed to give an overview so as to attain its objectives.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Reliance Industries Limited Company Full PresentationAyush Goel
Topics covered in this PPT
1. Company Overview
2. Organization Structure
3. Policies of the company to motive employees
4. Recruitment, Training and
5. Key parameters of the Financial Statement
6. Business Environment and competitor analysis - PESTEL, SWOT, and Porter's five forces
7. Corporate social responsibility initiatives
8. Marketing Strategy and Target Customer Groups
9. Key IT/technological transformations
10. References
Project work on Marketing Mix includes what Marketing mix is all about, how it evolved, the 4 P's of Marketing Mix and various other characteristics. It also includes Company Analysis which shows comparison of two companies of Chocolate Industry: Cadbury and Nestle
Go ibibo- should grow independently or sell?
Case study solution on how the merger takes place between Go-Ibibo and MMT
the solution talks about the different aspects and the options available for best fit
The launch of Jio is likely to transform the Indian telecom sector but at the same time put pressure on multiple fronts on the current telecom operator such as Bharti Airtel, Idea & Vodafone. The entrance of the jio has brought a stormy revolution in the Telecom market and Jio has emerged into a brand new world of innovations and up gradation. This article discusses the features of the jio and the edge it would have over its rivals once operational. The objective of this research paper is to find whether the company will become a Star or will remain a question mark.
Marketing strategies of premium products of coca cola cocacola summer interns...Priyansh Kesarwani
MARKETING STRATEGIES OF PREMIUM PRODUCTS OF COCA-COLA
The Project “Marketing Strategies of premium products of coca-cola” was designed on the lines of basic investment decisions to be taken by the senior officials of coca-cola for the purpose of amendments in the pre-existing distribution network in order to review and strengthen the routes. The findings of the project are very crucial for the increment of the market share of coca-cola in the Kanpur Beverage Market.
Though the process is an ongoing one the decisions have to be taken on a strong base, supported by facts and figures and that too on papers. This support can only be provided with the help of an extensive and thorough analysis of the market and the data collected thereof.
The objectives of the project were delivered to us express sly by the Marketing Development Co-ordinator who was the lead or the project head and we had to submit the day report to him along with the draft report. He was in charge of the project and gave guidelines and directions to approach the project.
The objectives of the project are:
• To understand and analyze the market in its raw and basic form.
• To gain an in-depth knowledge of the merchandising and processing activities of the Route Agents and understand the Beverage market.
• To undertake the comparative study of the various brands and flavor packs of all existing beverages or soft drinks market and the market share and growth potential of each brand individually.
• Comparative study of the various brands, packs, and flavors available in the market
• To ascertain the pricing strategy of premium products of coca-cola & its competitor.
• Assess the promotional measures in the context of the sales of COCA-COLA and focusing our study on the customer of the company i.e., the retailers.
• To study about the new product development of coca-cola premium products.
46
As obvious that any company is a concern with the increase in sales of its products, our project was in line with the companies‟ objectives and all steps incorporate in the project were directed to give an overview so as to attain its objectives.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Reliance Industries Limited Company Full PresentationAyush Goel
Topics covered in this PPT
1. Company Overview
2. Organization Structure
3. Policies of the company to motive employees
4. Recruitment, Training and
5. Key parameters of the Financial Statement
6. Business Environment and competitor analysis - PESTEL, SWOT, and Porter's five forces
7. Corporate social responsibility initiatives
8. Marketing Strategy and Target Customer Groups
9. Key IT/technological transformations
10. References
Project work on Marketing Mix includes what Marketing mix is all about, how it evolved, the 4 P's of Marketing Mix and various other characteristics. It also includes Company Analysis which shows comparison of two companies of Chocolate Industry: Cadbury and Nestle
consumer's preference and satisfaction towards telecom operatorsandeepjalebar
this project is entitled to have an idea about the current scenario of the telecom industry and consumers satisfaction and their preferences as per the level of service that are been provided by these operators.
A study of the various factors affecting the Consumer Behavior towards Te...iejcmpublication
International e-journal of Commerce and Management. Vol:2, Issue:1,
A study of the various factors affecting the Consumer Behavior towards Telecom Service Providers in Haryana. (Vishal Garg)
Marketers in India need to have solid understanding of consumer’s online attitude and buying behavior. This is mainly due to the shift and trend that consumers are moving fast into online booking. India rank 03rd across the world with the highest number of internet users and still a lot of potential is untapped. The OTA market in India is having very stiff competition and more consumers are reserving their flight bookings through it.Hence, the main purpose of our research is to explore the factors that influence consumer’s attitude and purchase behaviour towards Online Flight Booking Sites. Factors which were identified in this research are Price, Convenience, Information and Trust. The focus of this study was on consumers who booked their flights Via OTA. The research plans to adopt a survey using Stratified Sampling Method. Kindly go through from the below presentation for further details.
Distinctive interior design can begin with expertly selected and coordinated ceramic or stone tile. With many years of experience, Ideal Tile Kitchen & Bath Design Center provides the finest selection of imported and domestic ceramic tile, porcelain tile, mosaics, flagstone, slate, marble and granite.
Tile can add a unique look to bathrooms, kitchen, patios, fireplaces, mantels, and floors. The professional installers from Ideal Tile, Kitchen & Bath Design Center have the training and experience to properly install your ceramic tile so that the tiled surface is as attractive and long-standing as tiles used in Pompeii. Residential and commercial projects are handled with prompt, professional attention.
The Student Amrita Shrivastava is a Final Year Student of Dezyne E' cole college doing her BBA. This project has been undertaken by the student during her Summer Internship at Future Group,Home Town.The Topic of her Internship is Customer Behavior& Customer Engagement.
Effectiveness of online advertsiment on students in zambia Meshach Chindele
This is a case study of Mulungushi University written in partial fulfillment of a Bachelors Degree in Information Technology.
Email: mishechchindele@gmail.com
Mobile money loans vs borrowing behavior of Tanzanias urban informally employedDunia Yusuf
This project set out to study the demand for mobile credit services in Tanzania. The study found that interest rate and lack of awareness are among the most important factors that affect the demand for mobile money loans in Tanzania.
A study of bajaj finserv consumer durable loan procedure VeshankKamle1
A Bajaj Finserv internship report should provide a comprehensive overview of your internship experience at Bajaj Finserv. Here's a general structure and description you can follow:
1. **Title Page:**
- Include your name, the internship title, the name of Bajaj Finserv, and the date.
2. **Table of Contents:**
- List the sections and page numbers for easy navigation.
3. **Executive Summary:**
- Summarize the key points of your internship, including your role, responsibilities, and major achievements.
4. **Introduction:**
- Provide an overview of Bajaj Finserv, its industry, and the purpose of your internship.
5. **Company Background:**
- Describe Bajaj Finserv's history, mission, values, and key operations.
6. **Internship Objectives:**
- State the specific goals and objectives you aimed to achieve during your internship.
7. **Roles and Responsibilities:**
- Detail your job description, the department you worked in, and your daily tasks.
8. **Projects and Accomplishments:**
- Highlight the projects you worked on, the problems you solved, and the results you achieved.
9. **Skills and Knowledge Gained:**
- Explain what new skills, knowledge, and experiences you acquired during the internship.
10. **Challenges Faced:**
- Discuss any obstacles or difficulties encountered and how you overcame them.
11. **Learning and Development:**
- Reflect on your personal and professional growth during the internship.
12. **Recommendations:**
- Suggest improvements or changes based on your internship experience.
13. **Conclusion:**
- Sum up the key takeaways from your internship.
14. **Appendices:**
- Include any supporting documents, such as graphs, charts, or samples of your work.
15. **Acknowledgments:**
- Thank your mentors, colleagues, and the organization for the support and guidance.
16. **References:**
- Cite any sources or references used in your report.
17. **Personal Reflection:**
- Offer a personal reflection on your overall experience and how it has contributed to your career goals.
Remember to use clear and concise language, provide evidence of your contributions, and include any data or results that showcase the impact of your work. Additionally, tailor the report to the specific guidelines provided by your internship coordinator or supervisor.
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Title of the Dissertation Report is “To Understand the ecosystem of digital media marketing” and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is “Understand the consumer buying behaviour of Indian in digital era”.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
Business Analysis Of E-Commerce CompaniesPawan Dubey
Hello everyone, I am completed my summer training project in the topic of "Business analysis of e-commerce companies. In this topic i am given to all knowledge about e-commerce companies worldwide. This is help for knowledge about e-commerce sector. ,
consumer buying behavior for new mobile connection7620212071
This project will help marketing student who is looking for the project in mobile connection.so i request to all please go through the project and let me know if required,just mentioned your mail id i will forward you.
Also i will help the student to make there project successful in any stream. (asati.vinay@yahoo.in) this is my mail id where you can write whatever thigs you required related any projects, In future i will upload more projects.
Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...Sushanka Malakar
This is a research report on Consumer Buying Behavior for a Smart Phone:
A study on young generation in Kolkata
I am bba final year student and this is my final year project
I hope it can help you all
Thank you...
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
1. Consumer Behaviour on
selecting a mobile operator
in Kenyan Market
This is my final part of MBA
Principal Investigator: Syed Thameem
Date: 15th May 2009
Guided by Professor: Prof. Andre Molajani (andrem@micanada.net)
09
2. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Acknowledgement
I would like to acknowledge and extend my gratitude to the following persons who have
made the completion of this project work would have been remained a dream. First of
all I would like to thank our Project Coordinator Prof. Andre Molajani for his great help.
As he is being my Project Coordinator he provided me very necessary and important
guidance and support until the submission of my project.
Secondly, I would like thank Management Institute of Canada, to provide us such
a very exciting opportunity and for their good help to provide a better coordination and
control among all the activities related to completion of the project.
I thank all my faculty members of MBA department for their valuable suggestions
throughout my course.
Again I would like to thank GSMA association website to collect the data and the
respective company personnel as well.
I would like to express my gratitude to my previous company Zain and my previous boss
Mr. Nigel Williams for their flexibility and guidance throughout the program.
The importance of the moral support and good wishes of my parents and friends is
external and I am very much indebted to them. Finally I thank all my friends who directly
or indirectly helped me a lot during my project.
Lastly but not least, I would like to be very thankful for my wife Sheeba, son Afeef and
daughter Afya, for their tireless support from starting to end to complete this course.
They have sacrificed lot during my exams and studies.
Syed Thameem
Management Institute of Canada
3. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
DECLARATION
I hereby declare that this summer project report titled “Consumer
Behavior on selecting a mobile operator in Kenyan Market is the result of
my own effort in the training which I did as a part of the curriculum, for
the fulfillment of MASTER OF BUSINESS ADMINISTRATION (MBA) degree. It
has not been duplicated from any other earlier works and all information
provided in this report is genuine.
This report is submitted for the partial fulfillment of MBA program. It has
not been submitted to any other university or for any other degree.
Date: 15th May 2009 Syed Thameem
Place: Nairobi Management Institute of Canada
Montreal
4. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Table of Contents
1. Introduction
1.1 Explanation about the Topic in brief (i.e. Consumer Behavior)
1.2 Reasons for selecting the Topic
1.3 Learning from the Topic
2. Research objectives and Scope of Research project
2.1 Problem definition
2.2 Objectives of the Research project
3. Research Methodology and Limitations
3.1 Research Design
3.2 Sampling Plan
3.3 Sample size determination
3.4 Data collection Instrument
3.5 Research Limitations
4. Analysis, Interpretation and Presentation
4.1 Analysis of Question
4.2 Interpretation
5. Kenyan Mobile Market
5.1 Demography, GDP and Population
5.2 Operators in Kenya and Regulation
5.3 Market share
6. Conclusion and Suggestions
7. Limitations
✔ Bibliography
5. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
1. Introduction
Consumer Behavior:
“Consumer Behavior is the study of how individuals, groups and organization select,
buy, use and dispose of goods, services ideas or experience to satisfy their needs and
wants.”
– By Philip Kotler.
1.1 Explanation of The Topic
“Research Study of Consumer Behaviour on selecting a mobile operator in Kenyan
Market”
Marketer must fully understand both the theory and reality of Consumer behavior. A
consumer’s buying behavior is influenced by cultural, social and personal factors.
Cultural factors exert the broadest and deepest influence.
Consumer behavior is referred to as the study of when, why, how, where and what
people do or do not buy products. It blends elements from psychology, sociology, social
psychology, anthropology and economics. It attempts to understand the buyer decision
making process, both individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioral variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general.
1. Cultural Factors
Culture, subculture and social class are particularly important influences on consumer
buying behavior. Culture is the fundamental determinant of a person’s wants and
behavior. The growing child acquires a set of values, perceptions, preferences and
behaviors through his or her family and other key institutions. A child growing up in the
Western culture is exposed to the following values: achievement and success, activity,
efficiency and practicality, progress, material comfort, individualism, freedom,
humanitarianism, and youthfulness. A child growing up in a in Kenya is exposed to the
following values: respect and care for elders, hard work, achievement and success,
humanitarianism, and sacrifice. The best example will be the US President Barack
Obama.
6. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
2. Social Factors
In addition to cultural factors, social factors such as reference groups, family, and social
roles and statuses affect the process of buying behavior.
Reference Groups:
A person’s reference groups are all the groups that have a direct (face-to-face) or
indirect influence on their attitudes or behavior. Groups having a direct influence are
called membership groups. Some of these are primary groups with whom the person
interact fairly continuously and informally, such as family, friends, neighbors, and
coworkers.
Role and Status:
A person participates in many groups – family, clubs and organizations. Groups often
are an important source of information and help to define norms for behavior. We can
define a person’s position in each group to which he belongs in terms of role and
status. A role consists of the activities a person is expected to perform. Each role
carries a status. A CEO has more status than a CIO, and a CIO has more status than
driver.
3. Personal Factors
A buyer’s decisions are also influenced by personal characteristics, such as age and
stage in the life cycle; occupation and economical circumstances; personality and self-
concept; and lifestyle and vales. Because many of the characteristics have a very direct
impact on consumer behavior, it is important for markets to follow them closely.
a) Age and stage in the life cycle
b) Occupation and economic circumstances
c) Personality and self-concept
d) Lifestyle and values
Key Psychological processes
The starting point for understanding consumer behavior is the stimulus response model.
Marketing and environmental stimuli enter the consumer’s consciousness, and a set of
psychological processes combine with certain consumer characteristics to result in
decision processes and purchase and decisions. The marketer’s task is to understand
what happens in the consumer’s consciousness between the arrival of the outside
marketing stimuli and the ultimate purchase decisions. Four key psychological
processes-
1. Motivation
2. Perception
3. Learning
7. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
4. Memory
- Fundamentally influences consumer responses.
1.2 Reasons for selecting the Topic
This is my personal interest, since 2003 I have been working for a telecom company in
Africa. The current topic influenced me due to the 2 new operators entered in to the
market in 2008. It’s my curiosity how the market will change and what strategies are
applied to dethrone the market leader Safaricom.
1.3 Learning from the Topic
From this topic analysis, we can able to find out what factors are critical to select a
mobile operator. This study will reveal the secrets of success for the market leader and
way forward in the competition.
In East Africa the Tax rates are high for the airtime below is the break down by country
wise.
8. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Taxes on mobile services in African Countries.
A ranking of the taxes levied on mobile services (excluding the fixed taxes) is shown in
the following figure. This shows that the East African countries face the highest tax
burden on mobile services.
GSMA association has conducted various studies and lobbied the government to
reduce the taxes on mobile services, which will enhance the growth. But the
governments are not willing to reduce the taxes due to lucrative cash cow for them.
9. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
2. Research objectives and Scope of Research project
Introduction:
Research always starts with a question or a problem. Its purpose is to answer to
questions through the application of the scientific methods. It is a systematic and
intensive study directed towards a more complete knowledge of the subject studies.
Once the problem is defined properly then one can easily chalk out the Objectives for
the research.
2.1 Problem definition
“A problem well defined is half-solved”
Poorly defined problems create confusion and do not allow the researcher to develop a
good research design. The first step in research is formulating a research problem. It is
10. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
the most important stage in applied research as poorly defined problems will not yield
useful results.
After a problem has been identified, the next task is to formulate it precisely. This too
needs a good deal of care on the part of marketing researchers. Formulation implies a
clear statement or definition of the problem. A complete problem definition must specify
each of the following:
1. Sample and sampling units
2. Time and space boundaries
3. Product features, and consumer preferences
4. Specific environmental conditions
2.2 Objectives of the Research project
The subject matter for this research Project is to study the behavior of the Customers on
selecting a mobile operator in Kenya. This project consists of different objectives. They
are as follows:
· To know the test and preferences of mobile operator
· To know the current market share for the mobile
· To measure the customer satisfaction with the existing operator
· To understand the reaction of consumers by listening to the Brand
· To know the sex ratio and income group
· To know the current tax regulation
3. Research Methodology and Limitations
3.1 Research Design
Research Design is the plan, structure and strategy of investigation conceived so as to
obtain answers to research questions and to control variance.
Descriptive Research
The type of research Design for this Research Project is Descriptive Research. Under
the head of the Descriptive Research this project is based on the cross sectional
studies.
The cross sectional studies are of two types:
1. Field studies
2. Surveys
11. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
This research is based on the surveys.
The complete research design is formulated with the following steps:
1. Identify and define the problem
2. Choice of Research Design
3. Determining sources of Data
4. Designing data collection Forms
5. Determining sampling design and sampling size
6. Organizing and conducting the field survey
7. Processing and analyzing the collected data
3.2 Sampling Plan
For this survey I have selected the Stratified random sampling method. A
stratified random sample is one where the population is divided into mutually exclusive
and mutually exhaustive strata or sub-group and then a simple random sample is
selected within each of the strata or sub-groups.
3.3 Sample size determination
According to this approach, a sample size of less than a few hundred units is not
chosen. This is because when a field survey is undertaken, interviewers are appointed,
trained and asked to conduct field investigations. Since all this would cost substantially,
it would not be worth it for the marketing researcher if only a small sample is chosen.
3.4 Data collection Instrument
Communication
The communication method, in effect, is the method of designing questionnaires with a
view to collect the requisite information. From the above both data collection method,
Questionnaire (Communication method) is selected as the instrument for collecting the
data as the respondents are directly interviewed by the researcher. The same
questionnaire is attached as an annexure to this report.
Questionnaire Design:
From basic aspects of measurement and meaning, we proceed to their application in
designing the instruments for seeking and recording data. Data may be obtained by
either observing or asking for them, and forms are needed for field used in observation
12. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
and interviewing. The accuracy and relevancy of the data gathered depend heavily on
the questionnaire.
Function of questionnaires:
Questionnaire is simply a formalized schedule to obtain and record specified and
relevant information with tolerable accuracy and completeness. In other words, it directs
the questioning process and promotes clear and proper recording.
3.5 Research Limitations
One must be aware of these limitations in advance so that one is clear about what
Research can and cannot do:
1. Marketing research tends to be fragmentary in its approach as a result of which it
becomes difficult to have an overall perspective in which a marketing problem is to be
viewed and studied.
2. Marketing research is criticized on the ground that it becomes too superficial and
faulty in industry. While the principles of marketing research are good based on
scientific lines, in industry, marketing research is very often used by those who have
had no formal training in the subject.
3. There is an absence of a meaningful dialogue between the marketing management
and the marketing research team. As a result, marketing researchers get divorced from
the main stream of marketing. This denies them any opportunity to think that “research
is the be all and end all.”
4. Marketing research is not an exact science. There are several imponderables which
come in the way of getting accurate results.
4. Analysis, Interpretation and Presentation
Analysis of Question
Interpretation
I have developed 19 questions to determine the consumer behaviour on selecting a
mobile operator. I have collected the information from 250 respondents mainly in the
Nairobi and her sub urban areas.
1. Age Group:
13. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Interpretation:
Kenya has the strong young work force it accounts 74% of the respondents. Kenya has
good potential to grow their economy. Mostly kenyan speak English and Swahali and it
Advantageous for the foreign investors.
2. Sex:
Interpretation:
Out of 250 respondents, 46% female and 54% are male. This shows, male work force is
high.
14. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
3. Income Group (Kes)
Interpretation:
Current exchange rate is Kes 80 against USD. Kenya has low GDP country and her per
capita income is $1600/- Most of the work force are getting Kes 10,000/($125) pm. This
is on lower side. If we analyse the further data, the most young population age group
16- 25 categories are earning more than the experienced people. This may be due to
young population received higher degrees and technical experience.
4. Residential Status
15. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Interpretation:
Out of 250 respondents 74% are citizens of Kenya and remaining 24% are residents who work
in Kenya. Especially in Nairobi residents are more due to the Business / Capital hub.
5. What’s the purpose of the Mobile phone?
Interpretation:
We would like to determine the purpose of the mobile phone in the context of personal
or official. 42% respondents declared as personal. 50% male respondents declared the
use of mobile phone as Personal.
6. Which Handset you are using?
16. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Interpretation:
In order to find out handset type (high end or low end) around 50% respondents are
using the low handset which will be used only for voice and sms. There’s a correlation
between the income group and handset type, when the income goes up, people are
buying high end handset which will browsing internet. We have found another
correlation between young age and handset type. Mostly young people are possessing
high end handset as prestige issue.
7. How many do you spend on monthly basis?
Interpretation:
17. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Kenya being a poor economy, the ARPU levels are low, according to GSM and
Safaricom reports. Safaricom reported ARPU Kes 475 ($6) in the recent annual report.
34% of respondents reported they are using below Kes 500/- which depicts the low
income group (who are earning lower than Kes.10,000) . Mobile is not a luxury service,
so all sections of the people are using the mobile service.
When the income groups goes up, their usage also goes up and it clearly shows the
economical status. Prior to 2007, call rates are high more than Kes 20/- for local calls,
only last year, due to completion few operators reduced the tariff. So now it’s more
affordable and more people are using. In Q4 2006 total mobile connections was only 7.3
million and in Q1 2009 the mobile connections doubled it has more than 14 million. It
has grown 104% in two years.
8. Which Network you are using currently?
Interpretation:
From the analysis we found out that, Safaricom is the preferred mobile operator in
Kenya. Zain being the second preferred operator. Orange and Econet wireless
launched in Q4 2008, yet still they are improving their subscriber acquisition.
From the analysis we found that, both new operators customers are mostly dual sims.
People are not fully confident on both networks, due to various factors like, quality,
coverage extra. If someone using either Orange or Econet (yu) they are using as a
backup line only. According to GSMA association, Safaricom holds 80% of the market
share. But from the above graph it depicts Safaricom has only 67% this due to the dual
sims.
18. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
The above 8 questions are general and which helped us their age, sex, income group,
resident status, usage and preferred mobile operator. We asked next 11 questions are
critical important to determine the factors affecting the consumer behaviour to select the
mobile operator.
How do you select a mobile operator?
9. Do you consider the Tariff/pricing?
Interpretation:
We asked respondents, do you consider to tariff to select a mobile operator, around
70% told us it’s very important and 23% told it’s important. Remaining 7% is not
bothered. The mobile operators should more concentrate on the pricing side, it’s keen to
acquire the new customers.
10. Do you consider the Brand?
19. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Interpretation:
We asked about the Brand, do you consider the brand while choosing the mobile
operator, around 85% respondents told very important and important. The mobile
operator, should create the brand awareness by promoting their brands, CSR activities,
to enable reach the masses.
11. Do you consider the Coverage?
Interpretation:
We asked the question on the coverage issue, respondents told as it’s very keen to
select the mobile operator. Coverage is very important for the subscribers, because
population is dispersed, business need to move on; people have work in different
20. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
places. From this analysis, why Orange and Econet (yu) are not prominent among the
people because of they have not covered entire country.
12. Do you consider the Customer Service?
Interpretation:
Around 86% respondents informed as customer service is keen while selecting the
mobile operator. In Kenya one of the operator has very poor customer service, that’s
why they are being in the market for a long time, unable to conquere the hearts of
customers. It’s important for the 2 incumbent new operators to keep their efficient
customer service.
13. Do you consider the Flexibility of the service?
Interpretation:
21. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Flexibility of service means, giving credit to the customers, missed call alert, free
incoming calls while roaming, prepaid roaming, etopup etc. People are so mobile and
they need flexibility in their services. Around 88% respondents specified it’s important
to select the mobile operator. Mobile operators should be innovative in offering their
services.
14. Do you consider the Loyalty Program?
Interpretation:
After the millienium, especially service industries keen on retaining their customers, so
they offered many loyalty programs, take example of Airways is the pioneer industry to
offer the loyatly program. Customer acquisition cost is going up, so the companies
realised to offer the loyalty prorgram to retain their customers.
31% respondents strongly agree to have the loyalty programs to choose the mobile
operator. Another 34% also agreeing the same. In order to grow and acquire more
subs, they need to offer loyalty programs. It’s keen for the business. Otherwise they will
wintness lot of churn.
15. Do you consider the any Promotions?
22. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Interpretation:
Mobile companies they are launching too many promotions, the respondents gave
feedback, that majority of them, they don’t participate. From the data analysis, we found
that, the low income group are more interested to take part in the promotions. Telcos
should do something better.
16. Are you satisfied with your existing mobile operator?
Interpretation:
Respondent’s feedback summaries with the market leadership. The customers are
satisfied with the existing operators. The new operators have tough task to pull the
customers from other side.
23. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
17. Should the Govt. reduce the taxes on Airtime?
Interpretation:
92% Respondents told to reduce the taxes. Kenya is one for highly taxed country on
airtime usage, currently it charges 16% VAT & 10% ED. GSMA had made several
attempts to reduce the taxes, but the Govt. is defiant and don’t want to reduce the taxes
on airtime. If they reduce, it will be a mutual benefit for the Govt. and citizens.
18. Are the Telecom companies doing enough to protect our Ecology?
Interpretation:
24. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
This is question is very important to the current scenario in the world. The environment
is getting affected second by second. Everybody should be responsible for it. We need
more greener initiatives. The telecom companies scratch cards, sim cards, Radio
Frequency, Ewaste, BTS, servers etc, do lot of emissions and detoriate the
environment. 60% of the respondents mentioned that, the telecom companies are not
doing enough to protect our environment. Disposing the used handsets has huge
challenge , the telecom companies should take a joint initiative to protect our
environment by way of sharing the towers, collecting ewaste, going for electronic topup
etc.
19. Do you think local tariff should be reduced further?
Interpretation:
Around 87% of the respondents have the same view to reduction in the tariff. High tariff
leads to low penetration and low growth. Telecom companies can’t reduce the tariff right
away due to high interconnect cost and taxes. The Regulator CCK should do enough to
reduce the interconnect cost and lobby the Govt. to reduce the taxes.
25. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
5. Kenyan Mobile Market
5.1 Demography, GDP and Population
National Flag
Map of Kenya
Brief History:
Kenya was liberated from British Colony in Dec 12 1963. KANU was nationalist party
and it has been ruling since independence up to 2002. Currently coalition government
ruling the Kenya.
Geography:
Eastern Africa, bordering the Indian Ocean, between Somalia and Tanzania
Area
Total: 582,650 sq km
Country comparison to the world: 55
Land: 569,250 sq km
Water: 13,400 sq km
(Link: https://www.cia.gov/library/publications/the-world-factbook/geos/KE.html)
Population:
39,002,772
26. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Country comparison to the world: 34
Age structure:
0-14 years: 42.3% (male 8,300,393/female 8,181,898)
15-64 years: 55.1% (male 10,784,119/female 10,702,999)
65 years and over: 2.6% (male 470,218/female 563,145) (2009 est.)
Sex ratio:
at birth: 1.02 male(s)/female
Under 15 years: 1.01 male(s)/female
15-64 years: 1.01 male(s)/female
65 years and over: 0.84 male(s)/female
Total population: 1 male(s)/female (2009 est.)
Literacy:
Definition: age 15 and over can read and write
Total population: 85.1%
Male: 90.6%
Female: 79.7% (2003 est.)
Economy - overview:
The regional hub for trade and finance in East Africa, Kenya has been hampered by corruption and by
reliance upon several primary goods whose prices have remained low. In 1997, the IMF suspended
Kenya's Enhanced Structural Adjustment Program due to the government's failure to maintain reforms
and curb corruption. A severe drought from 1999 to 2000 compounded Kenya's problems, causing water
and energy rationing and reducing agricultural output. As a result, GDP contracted by 0.2% in 2000
GDP (purchasing power parity):
$61.83 billion (2008 est.)
27. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
Country comparison to the world: 84
$60.5 billion (2007)
$56.56 billion (2006)
GDP - per capita (PPP):
$1,600 (2008 est.)
Country comparison to the world: 193
5.2 Operators in Kenya and Regulation
Kenya's communications market began full liberalization in 1999, when policy and
regulatory functions were de-linked from mainstream operation. As a result, the
Communications Commission of Kenya (CCK), an independent regulatory
authority, and the National Communications Secretariat (NCS), a policy advisory arm,
were created.
The Commission is financially and administratively independent, transparent in its
processes and protects the rights of both operators and consumers. This is meant to
ensure that operators make reasonable return on their investment while giving
customers value for money. The Commission is funded through annual licence fees and
spectrum management fees.
The Commission issues two main categories of operating licences: facility based
network operator licences (i.e. major licences) and non-facility based service provider
licences (i.e. minor licences).
Until 2005, Kenya had two mobile operator and 1 national operator, they opened up the
telecom sector for further competitive and investment purpose. They awarded two
licences one for Econet Wireless Kenya and another one for Orange Kenya which was
recently privatized by the government.
1. Safaricom – Mobile operator launched operations in 1993 based on an analogue
ETACS network and was upgraded to GSM in 1996. Safaricom is the leading
telecommunications company operating in Kenya. We provide a host of products
and services for Telephony, GPRS, 3G, EDGE, Data and Fax. They hold 80% of
the market share as of 31st Mar 2009.
2. Zain Kenya – Mobile operator launched operations in 2000 under the name of
Kencell and it was sold to Celtel International in 2005 and in 2008 it was
rebranded to Zain.
28. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
3. Telkom/ Orange – It started with fixed mobile operator. From 1948 to 1977,
postal service in Kenya, Tanzania and Uganda was provided by the East African
Posts and Telecommunications Corporation. The dissolution of the first East
African Community since that era forced Kenya to establish its own monopoly
communications company, KPTC. It was privatized in 2007, Govt. sold shares to
French operator Orange. Orange launched mobile service in Q4 2008.
4. Econet wireless Kenya won the 3rd license in 2004, due to financial crisis, it
launched only in Q4 2008.
5.3 Market share
From the below 2 graphs we can understand how the mobile customers are among
distributed between the 4 operators. Safaricom is leading the game by holding 80% of
the market share and 14 million customers as of Mar 2009.
Kenya Mobile customer’s growth look
29. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
6. Conclusion and Suggestions
From the above analysis, I would like to recommend for the mobile
operators either to retain their customers or acquiring the new customers. If
they follow the following strategies it will really benefit them.
• Telco should be innovative new products/services with unique features having
some multipurpose utility which could create an appeal to the customers.
• In case of price, price of products/services should be competitive. It should
reaches the masses
• Create the Brand awareness by way of CSR activities not only putting the bill
boards or hoardings.
• Telcos should support more on greener environment by way of adopting the
etopup, disposing the used mobiles, simcards etc.
• Telcos should lobby to the Govt. for reducing the taxes on airtime in the interest
of the customers.
• Telcos should share their network/infrastructure to protect our environment.
• Telcos should improve their coverage in order to cover the dispersed population.
• Telcos should reduce their Tariff to affordable one.
• Telcos should improve their quality of services
30. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
7. Limitations
Like any other program or method, has its own limitation. Likewise, this
Research methodology has its own limitations. I have selected the I
questionnaire method for this project and it has the following limitations:
Questionnaires are impersonal, this means that it may be difficult to understand answers and thus
to act on them. Also, there is a chance that the question may be misinterpreted, rendering the
answer useless.
Questionnaires also invite people to lie and answer the questions very vaguely which they would
not do in an interview.
Open questions can take a lot of time to collect and analyse.
People are not always willing to fill questionnaires in so they may just throw them always.
Sometimes questions used are too standardized so some peoples preferred answers may not be
included, and this also does not allow for much detail.
Peer pressure of embarrassment may cause people to not want to answer certain questions, or
they may want to impress the researcher and fabricate the truth by filling in untrue answers,
making questionnaires unreliable and sometimes invalid.
We need to consider all the facts before making any judgement on this
project. Thanks for all reading my Research Project.
31. Consumer Behaviour on selecting a mobile operator in Kenyan Market
Principal Investigator: Syed Thameem
✔ Bibliography
Books
Marketing Research – G. C. Beri
Research Methodology – C. R. Kothari
Principles of Marketing – Philip Kotler
Websites
infocentre.gsm.org
www.cck.co.ke
www.safaricom.co.ke
www.zain.com
www.yu.co.ke
www.telkom.co.ke
www.cia.gov
www.worldbank.org
www.kenya.go.ke
www.gsmworld.com