FACTORS INFLUENCING CONSUMER PURCHASE BEHAVIOUR IN TELECOMMUNICATION INDUSTRY
ABSTRACT
The main purpose of this research work is to investigate the factors influencing consumer purchase behaviour in telecommunication services provided by Mobitel Ltd operating in Nigeria. The research design was sample survey. Primary data were collected through administration of questionnaire and secondary data from review of related literature. There are Eighty (80) respondents out of the One Hundred (100) questionnaires distributed. A four point scale was used to collect information from the respondent randomly. Simple percentage, diagram and table were used in presenting and analyzing the data collected. Three (3) hypotheses were tested using chi-square analysis. The findings with the hypothesis tested revealed that the functionality of a telephone service has significant effect on consumer purchase decision level. It was also discovered that an efficient customer care service by providers has a significant effect on consumer purchase decision. It was recommended that the quality of service should also be improved upon for quicker connection anywhere, anytime and any day. Also, the service providers should reduce the post purchase complaint of customers through error billings, drop calls, inability to correct and the need to reduce charges by the services providers.
TABLE OF CONTENTS
Title Page ii
Certification iii
Dedication iv
Acknowledgement v
Abstract vi
Table of Contents viii
List of Tables xi
List of Figures xii
Chapter 1
Introduction
1.1 INTRODUCTION 1
1.2 Statement of problem 2
1.3 Objectives of the study 3
1.4 Research questions
1.5 Hypothesis 5
1.6 Importance of the study 7
1.7 Limitations of study 10
1.8 Definitions of terms and context 10
1.9 Historical background of MOBITEL 11
References 14
Chapter 2
Review of related literature
2.1 Introduction 9
2.2 The Reward System 9
2.2.1 Reward and Recognition System
2.2.1.1 Rewards 13
2.2.1.2 Recognition 14
2.2.1.3 Team Rewards and Recognition 15
2.2.2 Reward and Recognition System that Supports
Wealth and Job Creation
2.3 What is motivation 21
2.4 Theories on motivation 23
2.4.1 Maslow’s theory 23
2.4.2 Expectancy theory 25
2.4.3 Herzberg’s theory 26
2.4.4 McClelland theory 27
2.5 Guidelines for effective motivation 28
2.6 Problems of motivation 30
2.7 Wages and salaries 31
2.7.1 Salary progression procedure 32
2.7.2 Wage payment system 32
2.7.3 Fringe benefits 33
2.7.4 Fundamental effects of job and pay inequality 33
2.8 Merits and demerits of incentives 35
2.9 Administration of pay within ranges 37
2.10 Wage criteria 39
Conclusion 40
References 41
Chapter 3
Research Methodology
Introduction 44
Determination of population 44
Determination of sample size 45
Instrument of study 46
Sample procedure 47
Reliability test 48
Validity of test 49
Sources of data 49
Data Analysis 50
References 51
Chapter 4
Data presentations and findings
4.1 Introduction 52
4.2 Data classification 53
4.3 Comparison of rating and Maslow’s hierarchy of needs 67
4.4 Hypotheses testing 68
Chapter 5 Summary, Conclusion and Recommendation
Summary 76
Conclusion 77
Recommendation 77
Area for further studies 80
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