FACTORS AFFECTING CONSUMER CHOICE OF MULTIPLE MOBILE SERVICES

Solomon A. Keelson

Global Journal of Business Research, 2012, vol. 6, issue 4, 59-67

Abstract: This paper examines student selection of mobile phone services. The research used a quantitative methodology. The author surveyed some 500 University and Polytechnic students in Ghana and finds that the basic reason for changing phone servers is reliability and cost savings. The author also finds that reference group influence, social reputation and regular contact with others were also influential factors.

Keywords: Tertiary Students; Multiple Services; Mobile Phone; Service Operators (search for similar items in EconPapers)
JEL-codes: D11 D12 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

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