Diagram 1: Factors that are considered
when purchasing a mobile network
Based on Diagram 1, there are five factors that are often considered
and will make an impact on the consumers' decision when purchasing a mobile
network. The five factors that affects the demand of mobile network are
promotion, coverage, internet speed, roaming quality and price of rate per call
or text.
The primary factor that has the most significant effects on the consumer’s
decision is price of rate per call or text. The most significant reason for
this is because people call and text their friends and family on a daily basis,
which then suggests that they will put the price of rate per call or text ahead
of everything else. Similarly for an operating company, business calls and
appointments are very common and this also leads them to consider the price of
rate per call or text. Hence, the price of rate per call or text appears to be
the most significant factors to be considered and so the demand will increase
if the price is lower.
The next compelling factor will be coverage because consumers need
coverage to access internet and make a call or text. Without good service
coverage, consumers cannot communicate with each other smoothly and it will
cause demand to be lower. On the other hand, internet speed and promotion
appears to be equally important with 21% respectively. The internet speed
offered by different mobile network companies are being effectively compared as
people prefer to access quicker internet speeds which then suggest that
internet speed is an important factor. Similarly, consumers prefer good deals
instead of getting expensive or unworthy deals. Thus, people also take note of
the importance of promotion. A better internet speed and promotion can helps to
increase the demand of a mobile network. Lastly, roaming quality has the least significance,
when compared to the other factors because roaming quality is only required
when consumers are overseas. This causes its demand as a factor to be lower
than the others.
Diagram 2: Will
you change mobile network if other brands promote lower price and promotion ?
Based on the data presented above, it appears that people
tends to remain loyal to the mobile network that they are currently using. One
of the possible reasons that caused this is that their friends use the same
mobile network. This may be an important factor as calling from the same mobile
network is fairly cheaper than calling from a different mobile network.
Especially on a long-term basis, it appears to be much more beneficial to
people who makes phone calls regardless of personal or business purposes.
Hence, cheaper in terms of calling and texting may be the primary reasons to
cause people to be reluctant to change their mobile network.
In addition, people nowadays tend to sign packages offered
by mobile networks when it comes to buying a new smart phone. In these
packages, there will always be a fixed period of time where the consumers are
required to use the mobile network's services. By changing or canceling the
services that were signed in the contract, consumers may be required to pay additional
fees or payment that is not included in the package. Thus, as changing mobile
networks may cause inconvenience to the consumers, they tend to stick to their
current mobile network.
