Corporate Branding and Customer's Purchase Preferences in Mobile Phone Telecommunication

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HALMSTAD UNIVERSITY SCHOOL OF BUSINESS AND ENGINEERING INTERNATIONAL MARKETING, 60P

Corporate branding and customer’s purchase preferences in mobile phone telecommunication

Authors: Aitzaz Saeed Rehan Arshad Supervisor: Venilton Reinert

Abstract:
This research is carried out to know the role of corporate branding in mobile phone telecommunication along with different influencing factors involved in the purchase of mobile telephone connections. This thesis discusses corporate branding from consumer’s point of view that how much they value it and what type of role it has. This is a quantitative study. A questionnaire is used in order to investigate corporate branding and other influencing factors involved in purchase decision of the customers. Population selected for this study is “Students of Halmstad University”, who are studying here. The analysis of this study reveals different set of results while making comparison between literature and empirical. It investigates the relative importance of the corporate branding to the customers in mobile phone telecommunication industry while making purchase decision. The finding of this study provided useful information which is helpful not only for the students but also for the brand managers of mobile telecom operators that how they can improve their company’s strategic position for longer period of time through corporate branding to trigger more customers and for a good brand.

Key words: Corporate branding, Services & Quality, Loyalty & Trust, Price, Switching and Mobile Telecom service providers

Acknowledgement:
This study is dedicated to all those who were helpful, encouraging, and supportive and who gave us precious advices during the whole process of this writing. Especially the invaluable assistance received from our supervisor Venilton Reinert is unforgettable. We are also very elated and gratefully appreciate our families for their moral and financial support.

Table of Contents:
1. Back ground: .................................................................................................................................... 4 1.1 Introduction: ................................................................................................................................. 4 1.2 Problem: ........................................................................................................................................ 6 1.3 Purpose: ........................................................................................................................................ 7 1.4 Research Question: ....................................................................................................................... 7 2. Methodology: .................................................................................................................................... 8 2.1 Method of Research:..................................................................................................................... 8 2.1.1 Qualitative Method: ............................................................................................................... 8 2.1.2 Quantitative Method: ............................................................................................................ 8 2.2 Types of Research: ........................................................................................................................ 9 2.2.1 Descriptive Research:............................................................................................................. 9 2.2.2 Exploratory Research: ............................................................................................................ 9 2.2.3 Explanatory Research:............................................................................................................ 9 2.3 Population and sampling of research:...
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