Consumer spending behavior and telecommunications services. A multi-method inquiry

Carl E Batt and James E Katz

Telecommunications Policy, 1998, vol. 22, issue 1, 23-46

Abstract: Despite the enormous capital and marketing investments anticipated by telecommunications providers and policy makers alike, there is a surprising lack of understanding about how consumers are likely to behave in the brave new world of telecom offerings. Drawing on innovative perceptual mapping, conjoint, and respondent-adjusted-demand techniques, this study presents an in-depth, multi-faceted picture of the US telecommunications consumer. Key questions are addressed such as: is there a limit to telecom spending? where does telecom fit within consumer priorities? who are the likely telecom spenders? and what types of offerings are most likely to succeed?

Date: 1998
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