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Consumer Behaviour; Influencing Factors on Consumer Choice of Multiple Sim Phones

Consumer Behaviour; Influencing Factors on Consumer Choice of Multiple Sim Phones

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its a research about the influencing factors on consumer choice of multiple sim phones.
its a research about the influencing factors on consumer choice of multiple sim phones.

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Published by: Peter David Mawulorm Kotoko on Jul 17, 2012
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Sections

  • 1.3 STATEMENT OF PROBLEM
  • 1.4 OBJECTIVES OF THE STUDY
  • 1.5 SIGNIFICANCE OF THE STUDY
  • 1.6 ORGANIZATION OF THE STUDY
  • CHAPTER TWO
  • 2.0 LITERATURE REVIEW
  • 2.1 CONSUMER BEHAVIOR
  • RESEARCH METHODOLOGY
  • 3.0 INTRODUCTION
  • 3.1 THE RESEARCH AREA
  • 3.2 POPULATION
  • 3.3 RESEARCH DESIGN
  • 3.4 SAMPLE SIZE AND SAMPLING PROCEDURE
  • 3.5 DATA USE AND COLLECTION METHOD
  • 3.6 METHOD OF DATA COLLECTION
  • 3.7 STATISTICAL TOOL FOR DATA ANALYSIS
  • 3.8 LIMITATION OF THE STUDY
  • CHAPTER FOUR
  • DATA PRESENTATION AND ANALYSIS
  • 4.1 INTRODUCTION
  • 4.2 GENERAL INFORMATION ON RESPONDENTS
  • 4.3 PERSONAL INFORMATION
  • 4.4 ANALYSIS OF DATA
  • CHAPTER FIVE
  • 5.1 SUMMARY
  • 5.2 FINDINGS
  • 5.3 RECOMMENDATIONS
  • 5.4 CONCLUSION
  • REFERENCE
  • APPENDIX

CAPE COAST POLYTECHNIC

SCHOOL OF BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT OF MARKETING TOPIC; CONSUMER BEHAVIOUR; INFLUENCING FACTORS ON CONSUMER CHOICE OF MULTIPLE SIM PHONES.
(A CASE STUDY OF CAPE COAST POLYTECHNIC AND ITS ENVIRONS)

BY MEMBERS; KOTOKO PETER DAVID KWEKU MENSAH KUUKUA AGARTHA NAA AYORKOR AKRONG DESEWU EUGENE SENANU A DISSERTATION SUBMITTED TO THE DEPARTMENT OF MARKETING, SCHOOL OF BUSINESS AND MANAGMENT STUDIES, IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF A HIGHER NATIONAL DIPLOMA (HND) MARKETING.

MAY 2012

2

CAPE COAST POLYTECHNIC
SCHOOL OF BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT OF MARKETING TOPIC; CONSUMER BEHAVIOUR; INFLUENCING FACTORS ON CONSUMER CHOICE OF MULTIPLE SIM PHONES.
(A CASE STUDY OF CAPE COAST POLYTECHNIC AND ITS ENVIRONS)

BY MEMBERS; KOTOKO PETER DAVID KWEKU MENSAH KUUKUA AGARTHA NAA AYORKOR AKRONG DESEWU EUGENE SENANU 0209020179 0209020024 0209020051 0209020040

A DISSERTATION SUBMITTED TO THE DEPARTMENT OF MARKETING, SCHOOL OF BUSINESS AND MANAGMENT STUDIES, IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF A HIGHER NATIONAL DIPLOMA (HND) MARKETING.

MAY 2012 ii .

.......... Date: ......... Date: ……………………………………........ Submitted in partial fulfilment of the requirement for the award of Higher National Diploma (HND) in marketing...............CERTIFICATION The undersigned certify that he has read and recommended to the school of business and management studies for acceptance of the project work entitled: ‘CONSUMER BEHAVIOUR: INFLUENCING FACTORS ON CONSUMER CHOICE OF MULTIPLE SIM PHONES’...... Ansah James Signature: ……………………………………....... Head Of Department: Rev..... Supervisor: Mr... Horsu Emmanuel Signature: ... i .........................................

Mr & Mrs. love and mercy He shown to us throughout our stay on campus. Mr & Mrs. Akrong and Mr & Mrs. This project is dedicated to our parent Mr & Mrs. care. Desewu for the love. Mensah. Also we dedicate this project work to all lecturers in the Marketing department for their love. ii . Kotoko. support and care they have shown towards us. guidance and advice to us throughout our stay on campus.DEDICATION We dedicate this project work the almighty God for his favour.

Horsu Emmanuel. for this time. We wish to show our most heartfelt gratitude to our supervisor.ACKNOWLEDGEMENT This project work wouldn’t have been possible with the guidance and protection from the Almighty God. contributions and invaluable role towards the successful completion of this work. iii . We also acknowledge all the workers of Cape Coast polytechnic and it’s environ for their help toward the successful completion of this work. Mr.

............... ..................... SIGNATURE DATE Kotoko Peter David Kweku ................................. NAME OF RESEARCHER INDEX No. ..................................... ...DECLARATION The researchers hereby declare that except references to other people’s work which have been duly sited... iv ....... Mensah Kukua Agartha ... ......... ............ .............................................. .................. Akrong Naa Ayorkor .......... ................... Desewu Eugene Senanu .. this project is however a result of our own original research and no part of it has been presented for another higher national diploma in any institution.................................

...........................................8 2..................3 PERSONAL INFORMATION.48 v .......................................6 1.........................................................................4 OBJECTIVES OF THE STUDY...7 STATISTICAL TOOL FOR DATA ANALYSIS................8 LIMITATION OF THE STUDY............1 THE RESEARCH AREA......2 GENERAL INFORMATION ON RESPONDENTS..28 3..........................................0 LITERATURE REVIEW............................................................................35 4.................................................8 RESEARCH METHODOLOGY..............................................................................................4 SAMPLE SIZE AND SAMPLING PROCEDURE........................................1 CONSUMER BEHAVIOR..iv TABLE OF CONTENTS........................................................................................................................................................................iii DECLARATION........................................................v 1......................................................................4 ANALYSIS OF DATA...........................................................................................................................................................................33 3...................................................5 1..3 RESEARCH DESIGN.................................................................................................28 3.......................................27 3............................................................................................................................TABLE OF CONTENTS CERTIFICATION..................................................................................................................33 3...............................3 STATEMENT OF PROBLEM...................................1 INTRODUCTION........................................................................................27 3..........................................7 CHAPTER TWO...i DEDICATION.........................................5 DATA USE AND COLLECTION METHOD...............................................................................................................................................................................................................................................................................................................................................................................................32 3.............................................................................................................................................2 POPULATION.....................................................................................................34 CHAPTER FOUR.27 3......................................................6 1...........................................................................35 4.............................29 3............................................................................................................................................5 SIGNIFICANCE OF THE STUDY.......0 INTRODUCTION.............................ii ACKNOWLEDGEMENT...........35 DATA PRESENTATION AND ANALYSIS...........6 ORGANIZATION OF THE STUDY.............................................................8 2...........................................................................................................................................6 METHOD OF DATA COLLECTION.35 4..................................................36 4.

.........................................................................................................51 5............................................................................................................................................................................................2 FINDINGS........................................................................53 5.........55 APPENDIX................................................................1 SUMMARY.3 RECOMMENDATIONS.4 CONCLUSION..........................................................................................................CHAPTER FIVE.......................................................57 vi ........................................................................54 REFERENCE ................................51 5.........................................................................................................................................................51 5..............................

However.CHAPTER ONE INTRODUCTION 1. E. hence lack of clear interpretation. Telecommunication is any process or group of processes that allows the transmission of audible or visible information or data over long distances by means of electrical or electronic signal. it has experienced past quest to arrive at every suitable and most convenient way to carry this function. The indigenous ways through which people communicate did not prove to be effective. telephones. Consumers resort to using fixed lines and fax machines. and internet among others. the usage or utilization of those other indigenous means of communication has decreased tremendously. mobile phones. Individual for that matter needs the process of communication to perform business and personal functions. Donald. post. Due to its relevance. 2010) Some centuries ago the use of mobile phones was not common.1 BACKGROUND OF STUDY The importance of communication cannot be over emphasized as every individual depend on it. (Tan. telephone. Advancements in technology have provided a platform for manufacturers to manufacture wireless mobile phones which work better than the fixed line(telephone) due to its 1 . fax.g. with the emerging of telecommunication. In the past communication has been carried out through indigenous technology such as smoke and sculpture which has been improved to more advantage means such as sound and light message. etc.

(Segan. (Tania. These are active dual-SIM phones. The use of mobile phones has become an order of the day where most people use mobile phones for many reasons.sim phones. There are also some Chinese triple-SIM phones. This combination is called a standby dualSIM phone. S. 2010) More recently. Akai Trio is the first phone with triple GSM SIM slots. technology has provided manufacturers with another opportunity to manufacture multi. (Paull. It was launched on the market in 2000. For example. the same handset can be used for business and private use with separate numbers and bills. making and receiving calls. with an additional SIM for the country visited. John. some phones have been produced that can natively work with two SIMs. 2009) Down the line. and to switch from one to the other as required. both of which may be active at the same time. or for travel. These phones have until recent years been largely eschewed by the larger phone manufacturers partly due to their close ties with mobile phone networks who would prefer that customers use only 2 . The first Dual SIM mobile phone was Benefon Twin manufactured by Benefon in Finland. A dual SIM mobile phone is one which holds two SIM cards.mobile nature. B. dualSIM adapters were made available to use in regular mobile phones to allow them to contain two SIMs. 2010) Dual-SIM operation allows the use of two services without the need to carry two phones at the same time. browsing the internet sending messages. Using multiple SIM cards allows the user to take advantage of different pricing plans for calls and text messages to certain destinations as well as mobile data usage. Initially.

and society in general. It blends elements from psychology. which will target customers mostly from developing countries. sociology. 1. how. and where people do or do not buy a product. social anthropology and economics. However more recently manufacturers such as Nokia and Samsung have started producing these phones. It attempts to understand the buyer decision making process.one network exclusively. It also tries to assess influences on the consumer from groups such as family. reference groups. Consumer behavior is the study of when. payer and buyer. very little research has been conducted about these phones and why consumers purchase them. why. Customer behavior study is based on consumer buying behavior.2 CONSUMER BEHAVIOR According to (Stuadt and Taylor. both individually and in groups. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. It also 3 . It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. 1995). friends. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. Though multi-sim phones are widely accepted in the market. with the customer playing the three distinct roles of user. At this time the consumer compares the brands and products that are in their evoked set.

network failure can propel a consumer to purchase a multi-Sim phone. (Stutz and Warf. the organization can influence the purchase decisions much more easily.needs to check other brands of the customer’s consideration set to prepare the right plan for its own brand. The marketing organization must facilitate the consumer to act on their purchase intention. this scenario will impel the consumer to go in for a multi sim phone instead of carrying around two single sim phones which sometimes is regarded as “load”. Once the alternatives have been evaluated. South Africa. 2009) In synopsis. this research is basically about how consumers behave towards the introduction of multi-sim phones in the market. network shove and other problems in the various Africa countries especially high populated countries like Nigeria. Sometimes purchase intention does not result in an actual purchase. Telecommunication companies in Africa precisely. and Ghana etc. This tribulations will trigger most consumers who are willing to stay connected with family members and business partners to 4 . Also. or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The organization can use a variety of techniques to achieve this. are not reliable or dependable due to the various reports about network failure. The provision of credit or payment terms may encourage purchase. the consumer is ready to make a purchase decision. A brief logic can establish that consumers who are businessmen will surely have the desire to use more than one sim card. Once the integration is achieved. The relevant internal psychological process that is associated with purchase decision is integration.

the diffusion process can also be linked with consumer’s behavior towards the invention of multi-sim phones.3 STATEMENT OF PROBLEM Given the improvements in technology in relation to the mobile phone industry. consumers who are mainly innovators are always ready to try new products and new technology. as a result most consumers purchase multi-sim phones for others to regard them to be technological advance. other consumers will purchase multi-sim phones due to the psychological prestige they get from using it. 2001) In addition. 5 . in order to stay connected even when one of the networks is recording failures. In relation to this. (Powell. In some societies in the world. (Carlyn. (Edwards. it’s a psychological pride to be the first person or among the few using new technological gadgets. Regardless of the factors that influence consumer to switch to multi-sim mobile phones.purchase multi-sim phones. it can be analyzed that. In addition. W. the main problem to consider is what actually causes people to switch from using single sim mobile phones to multi-sim mobile phones. In the diffusion process. 1996) 1. people are starting to develop the taste and interest of using multi-sim phones. M. or what motivates people to buy multi-sim phones. lack of literature and adequate research in this area. This instance drives many consumers to purchase multi-sim phones. 1997) Besides. the innovators are consumers who are mostly the first to try out new products.

most businessmen who enter retailing do so with the desire to make profit. 2. the prime aim of every manufacturer or producer is to successfully satisfy the requirements of the customer purchasing the product. this can only be a reality when consumers buy the 6 .1. To identify the factors that influence consumer to purchase multi-sim phones.4 OBJECTIVES OF THE STUDY The study will be carried out to achieve the following objectives. To identify the most used multi-sim phone brands 3.5 SIGNIFICANCE OF THE STUDY The study will be of significant benefit to the following. To establish the drawbacks in using multi-sim phones 1. The outcome of this project will significantly help mobile phone manufactures. This project is no less than the above. 4. 1. Latest technological advancements also require that producers or manufacturers have a clear view of fluctuations in technology in order to make adjustments and stay competitive. it will offer significant help to mobile phone producers to study behavioral patterns of customers and produce the best to satisfy them. Wholesaling and retailing business is mostly characterized with a profit motive. this project will be of benefit to mobile phone wholesalers and retailers. To establish the benefits of using multi-sim phones. 1. In addition.5. as a result manufacturers put a lot into knowing how consumers will behave towards their products and also study behavior patterns to increase the acceptability of their products.1 Mobile phone manufacturers.

population. Practically.N.6 ORGANIZATION OF THE STUDY The study is structured to contain five chapters. Chapter one contains the introduction. chapter three. significant of the study and organization of the study. Chapter two deals with literature review Chapter three discusses methodology. and instrument. chapter two.5.products they retail. objective of the study. this project will define the behavior of consumers towards multi-sim phones and aid mobile phone sellers in the supply chain to whom to sell. Chapter Five talks about the summary.2 Furthermore. 1. 1. conclusion and recommendation.3 Researchers Finally. chapter four and chapter five. The project work will serve as a basis and source of secondary data to people doing research on any topic in relation to this project. when to sell.5. Chapter four discusses the data presentation and analysis which also include the general information respondents. 1. presentation of data and discussion of data.D. In order to know the requirements of customers. sample. 7 . which is made up of research design. Marketing certificate. retailers and wholesalers must study the behavior of consumers towards their products. this project is a partial fulfillment of H. this project will be of significant benefit to researchers. and where to sell. is made up of the following. These chapters are chapter one.

This definition clearly brings out that it is not just the buying of goods/services that receives attention in consumer behavior but. Then follows a process of decision-making for purchase and using the goods. 1995). both individually and in groups.1 CONSUMER BEHAVIOR Consumer behavior can be defined as the decision-making process and physical activity involved in acquiring. because it gives a clue to the marketers whether his product has been a success or not. (Cross. the process starts much before the goods have been acquired or bought. sociology. 2. evaluating. reference groups. using and disposing of goods and services. This leads to internal and external research. A process of buying starts in the minds of the consumer. Robert G. Consumer behavior is the study of when. friends. and society in general. 1997). which leads to the finding of alternatives between products that can be acquired with their relative advantages and disadvantages. and then the post purchase behavior which is also very important. why. It also tries to assess influences on the consumer from groups such as family. 8 . and where people do or do not buy a product. Furthermore.0 LITERATURE REVIEW This chapter reviews the available literature related to research topic and discuses the theories on which the research is based. It blends elements from psychology. how. (Stuadt and Taylor. It attempts to understand the buyer decision making process. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. social anthropology and economics.CHAPTER TWO 2.

2 Find a Competitive Edge Stutz and Warf 2009 state that Competitive advantage or edge occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors.2. marketing strategies are developed as multi-year plans.1 Marketing Strategy Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Understanding why customers buy what they do also helps a company create campaigns to encourage repeat purchase and referrals. (J. with a tactical plan detailing specific actions to be accomplished in the current year. Scott Armstrong.2. effective and implementable marketing strategies which ensure significant growth in the company. Consumer research allows companies to market more effectively by including images and text designed to resonate with a target demographic and by scheduling those ads during certain shows or time slots. 2. such as high grade ores or 9 . These attributes can include access to natural resources. understanding behavior may lead to changes in the design of a pilot product.2. 1991) 2. a product's packaging or its position within the store. Understanding consumer behavior in a gargantuan proportion helps companies to design. This is evident in the fact that companies without knowledge about consumers tend to formulate shoddy marketing strategies which hinder growth in the company.2 IMPORTANCE OF UNDERSTANDING CONSUMER BEHAVIOR. As well. Commonly.

durability and taste. For example. new designs. (Powell.2. or access to highly trained and skilled personnel human resources. a company has an opportunity to create a competitive edge and to steal business from the competition. By being aware of consumers' current behavior. style. Knowing when a turnaround is going to begin can be crucial for production schedules. 2.3 Stay in Business The prime motive of every vision oriented company is to stay in business. These reasons differ across categories and even within categories across time. it demands hard work and determination. even more important.4 Know the decision making process 10 . Periods of time. many companies found a competitive edge and experienced tremendous growth by offering enhanced service or shipping discounts when online shopping became commonplace. Consumers make decisions for different reasons.2. not withstanding intensive knowledge about consumers. improved customer service or even a new channel. knowing that a recession is beginning and that it's not just a slow month or two can mean the difference between making quick changes to meet new consumer needs and the potential failure of a business. such as the great recession of 2008. This can include strategically timed sales.inexpensive power. A determine company can be classified as one with in-depth knowledge about consumer behavior and capitalizes on such a resource to serve consumers well. show another fundamental reason why companies need consumer behavior research. But. 2001) 2. such as price. Staying in business does not come by magic effects. Companies which lack such attributes end up as failures.

we assume that people have made a commitment to effect the action. decision making is the cognitive process of selecting a course of action from among multiple alternatives. Common examples include shopping and deciding what to eat. M. This way they can align their products to remain in the running and be hopefully chosen. (Carlyn. during. 11 . This means that although we can never "see" a decision. The thought processes consumers use in their decision making is an important behavior to try and understand. It is a construction that imputes commitment to action. experience. A product is a set of benefits offered for exchange and can be tangible (that is. or belief). based on observable actions. Decision making is said to be a psychological construct. 1997) 2. we can infer from observable behavior that a decision has been made. More generally.2. and after the purchase of a product or service.Consumer decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before. something physical you can touch) or intangible (like a service.5 Helps in developing new Products New product development (NPD) is the term used to describe the complete process of bringing a new product to market. That is. Marketers want to try and tap into what makes consumers tick as they ponder their choices and learn just what the types of things lead to a final decision. Therefore we conclude that a psychological event that we call "decision making" has occurred.

2008) 12 . R. (Koen et al. a cordless telephone is used only within the short range of a single. Bluetooth). Understanding how consumers use products and what complement items are used is of value. It does so by connecting to a cellular network provided by a mobile phone operator. modern mobile phones also support a wide variety of other services such as text messaging. short-range wireless communications (infrared. By contrast.1 MOBILE PHONE A mobile phone (also known as a cellular phone. gaming and photography. Mobile phones that offer these and more general computing capabilities are referred to as Smartphone’s. Marketers who gain insight to how products are used and what accompanying products are purchased can then use this information to design products and develop complement products that are enticing and attractive to consumers.There are two parallel paths involved in the NPD process: one involves the idea generation. product design and detail engineering. email. cell phone and a hand phone) is a device that can make and receive telephone calls over a radio link whilst moving around a wide geographic area. In addition to telephony. business applications. (Heeks. MMS. 2001) 2. Companies typically see new product development as the first stage in generating and commercializing new products within the overall strategic process of product life cycle management used to maintain or grow their market share.3. private base station. Internet access. the other involves market research and marketing analysis. allowing access to the public telephone network.

iDEN and some satellite phone devices are uniquely identified by an International Mobile Equipment Identity (IMEI) number. (Cecilia Kang. An input mechanism to allow the user to interact with the phone. All GSM phones use a SIM card to allow an account to be swapped among devices. The most common input mechanism is a keypad. providing the power source for the phone functions. The common components found on all phones are: • • A battery.All mobile phones have a number of features in common. but touch screens are also found in some high-end Smartphone’s. but manufacturers also try to differentiate their own products by implementing additional functions to make them more attractive to consumers. Some CDMA devices also have a similar card called aR-UIM. This has led to great innovation in mobile phone development over the past 20 years. • • Basic mobile phone services to allow users to make calls and send text messages. • Individual GSM. WCDMA. 2011) 13 .

(Tania. the Palm Pre the HTC Dream and the Apple iPhone. Several phone series have been introduced to address a given market segment. GSM feature phones require a small microchip called a Subscriber Identity Module or SIM Card.3. 2010). such as the RIM BlackBerry focusing on enterprise/corporate customer email needs. The SIM card is approximately the size of a small postage stamp and is usually placed underneath the battery in the rear of the unit. while Smartphone’s can be used without it. B. and offer basic telephony. 2. the Nokia Nseries of multimedia phones. The SIM securely stores the service-subscriber key (IMSI) used to identify a subscriber on mobile telephony devices (such as mobile phones and computers).Low-end mobile phones are often referred to as feature phones. Handsets with more advanced computing ability through the use of native software applications became known as Smartphone’s.2 SIM card (Subscriber Identity Module ) Mobile phone sim card. to function. The SIM card allows users to change phones by 14 . the SonyEricsson Walkman series of music phones and Cyber shot series of camera phones.

More recently. Akai Trio is the first phone with triple GSM SIM slots. Using multiple SIM cards allows the user to take advantage of different pricing plans for calls and text messages to certain destinations as well as mobile data usage. S. with an additional SIM for the country visited. There are also some Chinese triple-SIM phones. the same handset can be used for business and private use with separate numbers and bills. The first Dual SIM mobile phone was Benefon Twin manufactured by Benefon in Finland. some phones have been produced that can natively work with two SIMs. 2010). (Tania. These are active dual-SIM phones.3. For example. 2. It was launched on the market in 2000. B. This combination is called a standby dualSIM phone. These phones have until recent years been largely eschewed by the larger phone manufacturers partly due to their close ties with mobile phone networks who would prefer that customers use only 15 . 2011). dualSIM adapters were made available to use in regular mobile phones to allow them to contain two SIMs.simply removing the SIM card from one mobile phone and inserting it into another mobile phone or broadband telephony device.3 DUAL SIM PHONES (MULTI-SIM PHONES) A Dual SIM/Multi Sim mobile phone is one which holds two or more SIM cards. (Segan. and to switch from one to the other as required. Initially. or for travel. both of which may be active at the same time. Dual-SIM operation allows the use of two services without the need to carry two phones at the same time.

which will target customers mostly from developing countries.one network exclusively.3.SIM PHONES • Pseudo-Dual .for convenience to use second SIM (as rule. Multi.allows the device to switch from one network to the other when required • Dual Sim Active (DSA) . However more recently manufacturers such as Nokia and Samsung have started producing these phones.4 TYPES OF DUAL/MULTI . You can switch between the calls without dropping one (select Samsung models) 16 . it has «no major» slot for this) without both SIMs connected with owner's mobile service providers (MSP). • • Dual Sim Shift Dual Sim Stand-by (DSS) .allows the device to be connected to both networks at the same time (it’s using transceiver).sim phone 2.

Also all current Nokia Dual-SIM phones use the Series 40 interface. including keeping in touch with family members. C2-06 featuring a 'Touch and Type' user interface with 'Easy-Swap SIM' facility. Nokia will launch more dual SIM devices such as C2-03.3. Multiple SIM cards may also be used to take advantage of the benefits 17 .5 ACTIVE DUAL PHONES Mobile phones with built-in simultaneous dual SIM capability allow both SIMs to be active simultaneously and allow calls to be received on either number at any given time. Most such phones have two transceivers built in one of which may support 2G and 3G while another may only support 2G. All of the models produced so far are Dual-SIM Standby phones .X100.possibility to talk with 2 callers from different MSPs at same time (LG GX500) 2. Samsung B5722 and Samsung E2152.they have only 1 radio. Some people carry more than one cell phone for different purposes. Both are 2G phones. Nokia has now launched two dual SIM phone models C2-00 and X1-01.• Dual talk . Samsung B7722. 2012). and having access to a telephone in the event of an emergency. K-Touch A982. called "Dual SIM Dual Standby" (DSDS) provide the ability to have 2 active SIM simultaneously. This is for example technology used in Freeyourmobile M180 Dual SIM Mobile Phone. Nokia at this point (January 2012) has no publicly announced plans to produce any Dual-SIM Active phones. conducting business. In synopsis. Also. LG-GX200. such as for business and personal use. mobile phones are used for a variety of purposes. Philips Xenium . (Nokia Corporation. Though a new generation of Dual SIM Phones. using only one transceiver.

or roaming.of different calling plans a particular plan might provide cheaper local calls. There are two common quality-related functions within a business. One is quality assurance which is the prevention of defects. most commonly associated with testing which takes place within a quality management system typically referred to as verification and validation. engineering and manufacturing has a pragmatic interpretation as the non-inferiority or superiority of something. conditional and somewhat subjective attribute and may be understood differently by different people. such as by the deployment of a quality management system and preventative activities like failure mode and effects analysis (FMEA). it is also defined as fitness for purpose. Consumers may focus on the specification quality of a product/service. or degree to which the product/service was produced correctly.4. 18 . 2. The mobile phone has also been used in a variety of diverse contexts in society.1 Quality. Producers might measure the conformance quality. Quality is a perceptual. this elucidates that consumers make mobile phone purchase decisions based on certain discrete factors. or how it compares to competitors in the marketplace. According to (Edwards. and some of such factors are expatiated below: 2. 1996) quality in business. W. international calls. long-distance calls. The other is quality control which is the detection of defects.4 MOBILE PHONE CHOICE AND USAGE Numerous factors can be attributed to the mobile phone choice of consumers.

Averagely. Sony Ericsson. Branding began as a way to tell one person's cattle from another by means of a hot iron stamp.4. Products brands are very vital in modern marketing. symbol. as some consumers are ever ready to purchase any product from a particular brand or manufacturer. 2. Donald. this same instance apply to consumers in the mobile phone industry.G etc. In the mobile phone market. prices are generally expressed in units of some form of currency. e. In modern economies. 2010) 2. (For commodities. Consumers are influence by these brands partly due to a quality perception about the products offered by the brand. L.3 Price Price is the quantity of payment or compensation given by one party to another in return for goods or services. popular brands include Nokia. all consumers wish to buy quality products. seek to always get the best value for their money as a result they seek to buy products which will give them satisfaction. term. A significant number of consumers are also influenced by mobile phone brands. design. they are expressed as currency per unit weight of the commodity. or any other feature that identifies one seller's good or service as distinct from those of other sellers.2 Brand A brand is a "Name.Consumers from all walks of life. they buy mobile phones with quality features and tend to reject mobile phones with less quality perception.g. A quality product can be described as one with general excellence in attributes or features. 19 . Samsung.4. A modern example of a brand is Nokia which belongs to the Nokia Company. consequently. (Tan.

Consequently. 1996) 2. Some of the factors influencing their action are enumerated below: 20 . Prices are sometimes quoted in terms of vouchers such as trading stamps and air miles. 2009) 2. Some consumers will reject certain products at a mere mention of the price. this is because the price of products influence consumers in a gigantic proportion. W. In purchasing products consumers compare the value of the money in their pocket and the value of the product they want to buy.) Although prices could be quoted as quantities of other goods or services this sort of barter exchange is rarely seen.5 INFLUENCING FACTORS ON CONSUMER CHOICE OF MULTI SIM PHONES Advance technology has propelled many mobile phone manufactures to probe into the manufacturing of mobile phones which can hold more than one sim card. because they are able to add more sophisticated features to mobile phones they manufacture. John. If the value they expect to get from the product exceeds the value of keeping the money in their pocket a purchase decision will be made.4 Features Consumers in making purchase decisions evaluate features of products before deciding to buy them. (Paul. This instigates that price is a very sensitive factor in selling products. (Edwards.Euros per kilogram. which entices consumers.4. This to some gigantic extent is a big plus to mobile manufacturers who are technologically advance and innovative. consumers in the mobile phone market are also developing taste for the use of the multi sim mobile phones. Consumers tend to favor products with interesting and good features to product with fewer features.

1 Network Quandary African markets are characterized by the existence of few telecommunication communication networks.2. Ghana and Nigeria with population of 24 million and 158million respectively have less than seven telecommunication networks existing in the industry. Most telecommunication networks especially in Africa are characterized by quandaries or jams. women and the entire human race desire to carry fewer load in other to execute their daily business activities effectively.5.2 Desire to carry one phone Instead of two. 2012) 2. most at times wish to carry just a phone which can accommodate the sim cards of the telecommunication 21 . This action reduces their load and facilitates daily activities more easily. the other will be error free. Business men and women who are subscribers of more than telecommunication network. and leads to network malfunctions. this action propels many consumers in the mobile phone market to purchase mobile phones which can hold more than one sim card.5. Day in day out businessmen. This result in pressure on the facilities and the services provided by the companies. Consequently. This has propelled many consumers to purchase multi-sim mobile phones which help in case one network is in a quandary. Some mobile phone users who rely on one telecommunication network are always disappointed. (Nigeria Telecommunication Update. This helps business men and families to stay connected to their business partners and family members respectively. For instance.

1999) states that Diffusion is the process by which a new idea or new product is accepted by the market. Most business men and women at times wish to have private numbers for certain reasons only. 2001) 2. the innovators are consumers who are mostly the first to try out new products. This tends to reduce the stress of carrying two or more phones every day. such business men and women will be influence to purchase multi sim phones which can accommodate more than one sim card. M. This instance drives many consumers to purchase multi-sim phones. rather than an aggregate market process. F.4 Desire to have private number.networks they use.5.3 Diffusion Process Vivid allusions to (Bass.5. In economics it is more often named "technological change" The diffusion process can also be linked with consumer’s behavior towards the invention of multisim phones. 2. Consequently. consumers who are mainly innovators are always ready to try new products and new technology. consumers as well as business men and women are more concern about privacy as a result tries to do things which will ensure total privacy thereby purchasing mobile phones which can hold more than one sim card. Adoptions are similar to diffusion except that it deals with the psychological processes an individual goes through. The rate of diffusion is the speed that the new idea spreads from one consumer to the next. In relation to this. In the diffusion process. This private number cannot be given to others. (Koen et al. With the growing interest of business security. It 22 .

6. 2009) 2. 1995) prestige refers to a good reputation or high esteem. it meant showiness. Most of them will purchase multisim phones due to the psychological prestige they get from using it. (Paul.5 Prestige According to (Christopher. Multi – Sim phones can be regarded as a new technology in the market. as a result most consumers purchase multi-sim phones for others to regard them to be technological advance.6 BENEFITS OF USING MULTI SIM PHONES With the introduction of multi-sim phones in the market. As result most consumers attach a psychological importance to the use of these phones. 2.1 Consumers using two or more numbers will carry fewer loads. though in earlier usage. John. this is due to the fact that consumers purchase products due to different reasons. it’s a psychological pride to be the first person or among the few using new technological gadgets. P. 2. In some societies in the world.5. consumers with the desire to purchase these phones stand to enjoy the following benefits. The behavioral traits of consumers is very complex to comprehend. 23 .results in aiding them to have a private number and still have normal number which can be given out. A vivid reason might be the psychological prestige associated with the product.

Consumers using multi sim phones have wealth of possessing two or more numbers.2 Consumers will have the advantage of enjoying services from two or more service providers. This problem is eliminated due to the recent introduction of multi sim phones. Consumers using multi sim phones will benefit from two or more service providers.4 Mobile phone users can have another number for other reasons. consumers with multi sim phones can easily dodge network problems by switching to the second network when one experiences network malfunctions. Instances can be made of sales promotion and other services attached to the network. (McDaniel. (Tania. 2.3 Users have a higher probability of dodging network problems. S. (Koen et al.7 DRAWBACKS OF USING MULTI SIM PHONES Aside the numerous benefits associated with the usage of multi sim phones. (Segan. which helps them to use the numbers for other businesses and private reasons.7.The traditional single sim phones makes consumers with the desire to use more than one number carry more than one mobile phone. 2.6. 24 . significant drawbacks or disadvantages can be recorded. 2010). 2. 2005) 2. B.6.1 Existence of imitated multi sim phones in the market. Due to the problematic nature of most telecommunication companies in Africa.6. 2001) 2. 2011).

Other digital wireless systems. (Ghana Mobile Phone Prices Update. the average price of an original multi sim phone in Ghana is about GHC 200. Countless Chinese companies are evidently involve in the production such imitated multi sim phones. 2009) 2. Consequently. there were more than 4. one can conclude that most consumers in Ghana cannot afford multi sim phones. 2011) 2. (R. Empirically. T. Multi sim mobile phones are expensive in the market. Considering the distribution of per capita income. Statistics from the mobile phone market records that most multi sim mobile phones are expensive and mostly associated with rich people.4 Technically.The introduction of multi sim phones has impelled the production of imitated and shoddy multi sim phones into the mobile phone market. as a result of the enormous increase in mobile phone usage throughout the world (as of June 2009. multi sim phones give network problems. 25 .7. Persson. some consumers purchase the shoddy ones which are with less quality and render them no satisfaction. 2012) 2. such as data communication networks. It’s been proven that multi sim phones produce more harmful radiations than single sim phones.7. Mobile phones use electromagnetic radiation in the microwave range.3 Multi sim phones produce more radiations and harmful to the human body Mobile phones produce variance of radiations which is harmful to human health. (Della.3 billion subscriptions worldwide).7. produce similar radiation. The effect of mobile phone radiation on human health is the subject of recent interest and study.2 Original multi sim phones are expensive.

This is possible because of the existence of different networks existing on different platforms. S. 2. (Segan. (McDaniel.7.5 Multi sim phones are not user friendly.Technical analysis and review indicates that most multi sim phones give network problems. This is a serious drawback as consumers are mostly unsatisfied. This discourages consumers from buying and using the phones. 2011). Finally. This puts the phone beyond the comprehension and usage of certain consumers. 2005) 26 . multi sim phones are complicated and very complex to use.

method of data analysis. There are many educational institutions in Cape Coast. the population and the sample size. source of data. 3.1 THE RESEARCH AREA The research area for this study is Cape Coast Polytechnic and its environs. The school has a total population of about 4500 students and about 150 working staff. Cape Coast is a Metropolitan Area located in the Central region of Ghana. one with a profile of interest is Cape Coast Polytechnic. the use of mobile phones is very common among youths in tertiary institutions as a result the study area will aid the researchers to collate appropriate and valid data to enhance the cause of this study. Besides due to the closeness of the research area to the researchers it will stimulate and ensure data is collected speedily. Also.0 INTRODUCTION This chapter contains the methods of data collection. 2012). Cape Coast Polytechnic is the preferred research area because the researchers are in the institution. (C-poly Planning and Control Statistics. 27 . and are familiar with the environment which enhances the collection of the data. and the limitations of the study.CHAPTER THREE RESEARCH METHODOLOGY 3. listing hypothesis.

Instead. There is no single best research design. if a marketing research study is to be conducted to determine the potential market share of Nokia. the next step is to get a list of people (items) which is the sampling frame. In essence the researcher develops a structure or frame work to answer a specific research problem or opportunity. The study area is Cape Coast Township with specific focus on Cape Coast Polytechnic and its environs.2 POPULATION According to Hartl.3. The target population is current and potential mobile phones users. unit items or organization that contains the characteristics of interest.3 RESEARCH DESIGN According to McDaniels and Gates (2005) the research design is a plan for addressing the research hypothesis. Rules must be set up to define the population and must be usable in practice. 3. the target population should be people who at least use mobile phones. different designs offer many array of choices each within certain advantages and disadvantages. Again. It denotes the aggregate from which the sample is chosen. The population to be sampled should coincide with the population about which information is needed. For instances. D. 2007 population is the universal set of all the people. it helps us to reach our target market. The researchers 28 . Population is essential because. Having decided on the type of people that would fall into relevant population. we are concern with the acceptability of multi sim phones. The population comprises of all mobile phone users.

the researchers use the sampling method for this research.4 SAMPLE SIZE AND SAMPLING PROCEDURE David. what. It answers the questions who. where. Sampling size required and every one of them in the population must be numbered in order. 29 . Sampling may be done with replacement or without replacement.deploy descriptive research as a design for this study. when and how. 3. According to Cochran. Due to time. cost. S. This method serves as the basis for other more complicated sampling schemes or methods. Census refers to the complete enumeration of all the members of the identified population of interest whiles sampling involves the selection of a sample to represent the whole population. According to Gates. Since our population is so large and we cannot use every member. 2005 descriptive research describes the data and characteristics about the phenomenon being studied. and weariness involve in the census method. students. It involves observing only a small portion of that population and making generalisation to represent the facts and views of the entire population. Respondents are selected using census and sampling. The best approaches prior to a descriptive research are to conduct a survey investigation. 2005 states that sampling indicates the selection of part of a group or population with a view to obtaining information about the population. The sample size for the research comprises of workers. and traders both young and old irrespective of educational background. (1997). Rough estimates of the sample size can be based on the degree of precision required relative cost and time involve is the various ways are compared before making a decision. G.

S. 63 representing workers and 2 representing the people around. The researchers decided to use this sampling method because of the following reasons. 3. the researchers used Random Probability Sampling.1 SAMPLING PROCEDURE The researchers of this study settled on probability sampling as a procedure to collate data from the population.  A second advantage is that the statistical analysis related to sample distribution. For the purpose of this study.4. hypothesis testing. 2005 probability sampling is a sample method where each item in the population has an equal chance of being selected.we used a sample size of 100 respondents. A well-conducted non-random survey will produce result more quickly. (David. According to Gates. According to McDaniel Jr. this is defined as a sample taken in such a way that every member of the population has some calculable chance of being selected.  Findings under random probability sampling are highly representative. (2005). and sample size determination assumes that sample is random sample. 2005) On the other hand Non Random Sampling is means to overcome the limitation of random sampling.  A random probability sampling presents unbiased statistics as every member of the populations has an equal chance of been selected. There are two major types of probability sampling namely. Random Probability and Non Random Probability Sampling. 35 presenting student. A simple random sample gives each individual in the population an equal chance of selection. and at lower 30 .

stratified sampling and multistage etc. 1993) • JUDGEMENT SAMPLING This sampling refers to the selection of sampling units within a group depending entirely on the personal direction and judgement of the interviewer. than a random sampling. the group from which the sample is being taken is determined by the researcher and it is only the selection of the units which is done by interviewer’s judgement. easier. and it does not require mathematical calculations. 2005) Other forms of sampling include. simpler. They include systematic sampling. 2000) 31 . 1997) • NON-PROBABILITY SAMPLING With this type of sampling. Here the population is divided into these strata in such a way that each group is homogenous as possible.cost. (Farese et el. In this technique. less time consuming. Separate random samples are taken from each of the groups in proportion to their respective sizes and put together to form the population. This method is much cheaper. (Hair Jr. not all the items have a chance of being selected thus selection does not base on any probabilities as in the case of the probability sampling. Et al. (Gates. • STRATIFIED SAMPLING This is a type of probability sampling where a stratified factor is used divide a population into subgroups called strata. (Dillion.

Primary data is the field data collected from respondents and used in Chapter four of this study. sex. 32 . One weakness of using this method is that the use of judgement in the selection process may be produced bias. This was used to lay the basis of reviewing the available literature in relation to this study represented mainly in Chapter two of this research work. 1977) 3. (David. or publications. S. magazines etc.• QUOTA SAMPLING With this one the population is divided into group such as age. It is most appropriately used when a small number of sampling units are in the population. (Cochran. It is an example of judgement sampling. cheap. This method provides convenience to the interviewer in selecting respondents. 2005) • PERSUASIVE SAMPLING This is a non-probability sampling where a particular sample or group is expressly selected with a definite purpose based on the evidence available. G. and simple. Secondary data was collated from books. Advantages of using this method are that it is fast. articles.5 DATA USE AND COLLECTION METHOD Data collected for this study was from both primary and secondary sources of quantitative and qualitative data respectively. and job type. the internet. The weakness with this method is that the subjectivity in the selection procedure may lead to bias and it does not bestow itself to any sort of statistical evaluation.

2007 a pie chart is a circular chart divided into sectors each of whose length is proportional to quantity represented. 2007) 33 . In structured questionnaire. making the study unbiased. For the purpose of this study.7 STATISTICAL TOOL FOR DATA ANALYSIS There are various statistical tools used in analysing data. 3.In a survey. 3. the respondents record their responses in spaces provided or select multiple choices provided according to set instructions. This is clear advantage as readers immediately understand what the researcher is communicating. the researchers used pie chart and tables in analysing the data collected from respondents. The researchers administered the questionnaire by explaining the questions and how the respondents can answer them. According to Stephen Few.  Pie Chart use percentages to illustrate quantities. The researchers decided to use pie charts due to the following reasons. Few.  Pie charts also avoid complex computations (Stephen. primary data are gathered with structured questionnaire.  Pie charts provide the advantage of functioning as a visual aid to help readers examine and interpret the data presented. The researchers selected the respondents randomly as a result all members of the population have a calculable chance of been selected.6 METHOD OF DATA COLLECTION Primary data was collected by the researchers with the aid of a well structured questionnaire with close ended questions and few open ended questions.

Some subscribers demand to be rewarded financially before filling the questionnaires. lack of appropriate books from the library and the ICT centre which became a big problem for researchers.8 LIMITATION OF THE STUDY Financial constraint made it impossible for more information to be gathered from the field. because of the fact that only one company was involved in the study. The responses from the mobile phone users were unrepresentative of the entire mobile phone users. combing studies with research became another hectic as well. Moreover. 34 . Lastly.3.

and its environs. the analysis are presented below. Presentation of data expresses the outcome of questionnaire administered to respondent whiles discussion of data deals with analysis of the views express by respondents.2 GENERAL INFORMATION ON RESPONDENTS The researchers target population comprised of workers and students of Cape Coast Polytechnic. general information on respondent. In sampling the views of the target population the researchers considered different groups of people which include students. 4.CHAPTER FOUR DATA PRESENTATION AND ANALYSIS 4. traders. workers. presentation and discussion of the data. In all 100 questionnaires were administered.1 INTRODUCTION This aspect of the study covers the following subjects. 35 . and people who are unemployed. The views of the respondents were well sampled. talks about a brief overview of the target population. General information of the respondent.

25% from 36 – 45 years and finally 24% of the respondents are above 45 years.1 AGE AGE BELOW 15 YRS 16.3 PERSONAL INFORMATION 4.25 years. 36 .35 years.4. 10% were aged from 16.45 YEARS ABOVE 45 YRS TOTAL NUMBER OF RESPONDENTS 6 10 35 25 24 100 PERCENTAGE OF RESPONDENTS 6% 10% 35% 25% 24% 100% From the table and pie chart above 6% of the respondents were below the age of 15.35 YEARS 36.25 YEARS 26. 34% were between the ages of 26.3.

3.4. 56% of the respondents were male and 44% were female. OF RESP.2 GENDER GENDER MALE FEMALE TOTAL NO. 56 44 100 % OF RESP. 37 . 56 44 100 From the above.

3. 59% married and 9% divorced. 32 59 9 100 From the table and pie chart above.3 MARITAL STATUS MARITALSTATUS SINGLE MARRIED DIVORCED TOTAL NO. 32 59 9 100 % OF RESP. 38 . 32% of respondents are single. OF RESP.4.

OF RES.3.4 OCCUPATIONAL INFORMATION OCC.5 TYPE OF PHONE RESPONDENTS USES. EMPLOYED STUDENT UNEMPLOYED TOTAL NO. OF RESPONDENT 63 35 2 100 % OF RESPONDENT 63 35 2 100 63% of the respondents are employed as against 2% who are unemployed and 35% of them are students.4. PHONE MULTI-SIM NO. 53 % OF RESP. INFO. 4. 70 30 17 100 SINGLE-SIM 30 BOTH TOTAL 17 100 39 .3.

PHONE TECHNO NOKIA SAMSUNG R. 17 15 20 6 12 70 % OF RESP. This indicates that more consumers are switching to use multi sim phones.G OTHERS TOTAL NO.6 PHONE BRAND USED BY RESPONDENTS.3.The data presentation above indicates that 30% of the sampled respondents use single sim phones. 4. 24 21 29 9 17 100 40 .L. OF RESP. 53% uses multi-sim phone and 17% uses both.

3. 9% of the respondents stated R. REASONS ON TWO OR MORE NETWORK DODGE NETWORK PROBLEM JUST LIKE MULTI SIM PHONES CONTACTS ON DIFFERENT NETWORK OTHERS TOTAL NO. 21% were also using Nokia.7 REASONS WHY RESPONDENTS PREFER TO USE MULTI.G and 17% were using other brands of multi sim. 26 16 5 13 10 70 % OF RESP.SIM PHONE.L.The following results were obtained when 70 respondents who use multi sim phone were further surveyed about the brand of multi sim phone they used. OF RESP. 4. 24% for Techno. 29% were using Samsung. 37 23 7 19 14 100 41 .

19% wants to have business. 7% replied that they just like multisim phones. and 14% for other reasons. 19 25 13 % OF RESP. PRIVATE 9 AND OTHERS OTHERS TOTAL 4 70 42 . work.SIM PHONES BENEFITS CARRY ONE INSTEAD OF TWO PHONES ENJOY SERVICES FROM MORE THAN ONE NETWORKS ABLE TO DODGE NETWORK PROBLEMS NO. OF RESP.8 BENEFITS OF USING MULTI.From the pie chart 37% of the respondents prefer multi sim phones because. 27 36 19 13 5 100 HAVE TWO OR MORE NUMBERS FOR BUSINESS.3. and private contacts on different sim cards. 23% of the respondents wants to avoid network problem. they are on two or more networks. 4.

4. Besides. 13% benefits from having two or more numbers for business. 19% stated that they are able to avoid network problems. sales promotion).3.g. 5% opted for other reasons aside the ones stated.9 PROBLEMS RESPONDENTS ENCOUNTER IN USING MULTI-SIM PHONES. 27% benefits from carrying one phone instead of two or more. 36% which is 25 of them enjoy services from two or more networks (e. private and other reasons.Out of the sampled respondents. 43 .

SIM PHONES 29% MULTI-SIM PHONES AREEXPENSIVE 21% The table and pie chart above represents the views gathered from respondents on the problems they encounter in using multi-sim phones. 10% opted for other reasons aside the ones stated.sim phones are expensive in the mobile phone market. 37% of them stated that multi. besides 3% indicated that multi-sim phones are harmful to the human body. Finally.sim phones in the market. RESP. 29% also complained about the existence of fake or inferior multi.sim phone is difficult to use. 37 29 21 3 10 100 HARMFUL TO HUMAN HEALTH 3% PROB EMSIN US L ING MUL IM PH TI-S ONES OTHERS 10% DIFFICULT TO USE 37% EXISTENCE OF FAKE MULTI. 21% also stated that multi.3. 26 20 15 2 7 70 % OF RESP.10 RESPONDENTS USING SINGLE SIM PHONE BUT WISH TO USE MULTI-SIM PHONE 44 . 4.PROBLEMS DIFFICULT TO USE EXISTENCE OF FAKE MULTI-SIM PHONES EXPENSIVE HARMFUL TO HUMAN HEALTH OTHERS TOTAL NO.

YES NO TOTAL 16 14 30 % OF RESP. Out of 30 respondents.NO. 53% answered Yes and 47% answered No. 45 . 53 47 100 Respondents using single sim phones were asked whether they would like to use multi sim phones. RESP.

OF RESP. 12% stated they just like multi sim phones and 6% indicated other reasons. REASONS ON TWO OR MORE NETWORK DODGE NETWORK PROBLEM JUST LIKE MULTI SIM PHONES CONTACTS NETWORK OTHERS TOTAL ON NO. and other reasons. private. 19% wants to dodge network problem. 38% stated they wish to use multi. 25% stated they want to contacts on different networks for business.3. 6 3 2 % OF RESP.11 WHY RESPONDENTS ANSWERED YES. 38 19 12 25 6 100 DIFFERENT 4 1 16 Respondents accounted for the reasons why they wish to use multi-sim phones.4.sim phone in order to be on two or more networks. 46 .

12 WHY RESPONDENT ANSWERED NO.3. RESP.4. PROBLEMS DIFFICULT TO USE EXISTENCE OF FAKE MULTI-SIM PHONES EXPENSIVE HARMFUL TO HUMAN HEALTH OTHERS TOTAL NO. 36 21 29 7 7 100 47 . 5 3 4 1 1 14 % OF RESP.

Respondents who answered No stating they don’t wish to use multi sim phone indicated the reasons why. 36% stated that multi sim phones are difficult to use. 29% stated that multi sim phones are expensive in the market. 21% also complain about the existence of fake multi sim phones in the mobile phone market. 7% indicated that multi sim phones are harmful to human health, and the same 7% stated other reasons.

4.4 ANALYSIS OF DATA From the data collated, findings concluded that consumers in the mobile phone market are gradually developing positive attitude and taste to multiple sim phones. This is empirical as more of our respondents tend to prefer multiple sim phones to single sim phones. As established earlier, the advantages and benefits the multiple sim phones have over the single sim phones are responsible in propelling consumers to switch purchasing focus to multiple sim phones.

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Moreover, findings from respondents indicated that reasons why more members of the population of interest prefer multiple sim phones is due to the fact that most of them are on two networks. As stated earlier (Paul. John, 2009) in this study some consumers are influenced to purchase multiple sim phones because of the number of networks they use. This literature review validates the findings. Notwithstanding the above, some consumers also do so in other to dodge network problems and also have contacts on different networks.

In addition, the research indicated that more consumers in the population of interest prefer using Samsung branded multiple sim phones. Other consumers also prefer brands such as Nokia, Techno, RLG, G-TIDE, DORRADO, LG, and Sony Ericcson.

Furthermore, multiple sim phone users enjoy copious benefits. Most respondents alluded that they are able to benefit from enjoying services offered by two more telecommunication companies, for instance sale promotion. Others also benefit carrying one phone instead of carrying two or more phones and are able to dodge network problems. Some also tend to have two or more numbers for business, private and other reasons. (Sagan. S, 2010)

Besides, most of the respondents stated that the major problems they encounter in using multi sim phones is most of the multiple sim phone brands are complex to use. As stated earlier in this study some multiple sim phones are complex and not user friendly. Others stated that there exist fake or inferior multiple sim phones in the market as a result consumers sometimes purchase the fake ones. (Paul. John, 2009) stated some multiple sim phones are expensive as a result consumers with low

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purchasing power cannot afford it. A minute number comparably also stated that multiple sim phones are harmful to human health due to the radiations.

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 To establish the drawbacks in using multi-sim phones 5. RECOMMENDATION AND CONCLUSION 5.  To identify the factors that influence consumer to purchase multi-sim phones. In addition. Consumers in the mobile phone market nowadays consider several factors in purchasing mobile phones. the study also identified or discovered that most consumers purchase multiple sim phones because they are on two or more networks. consequently they are purchasing them.  To identify the most used multi-sim phone brands  To establish the benefits of using multi-sim phones. The introduction of multiple sim phones has affected the decisions of most consumers as they develop positive attitude towards multiple sim phones. This is positive because with the growing 51 .2 FINDINGS From the research conducted.CHAPTER FIVE SUMMARY. and other objectives as stated below. As result the core aim of this study is to assess the influencing factors on consumer choice of multiple sim phones.1 SUMMARY The study considers the influencing factors on consumer choice of multiple sim phones. it was identified clearly more consumers in the mobile phone market are increasingly developing taste for multiple sim phones.

Other significant fractions of consumers also use Nokia. 2011) Besides. Besides some users also do so in order to avoid network problems. Furthermore. the study also uncovered the main problem faced by multiple sim phone users is that most multiple phones are complex and complicated as a result average users find it difficult to use the phones. the research revealed that the most used multiple sim phone in Cape Coast Polytechnic is Samsung. and others. This is because they wish to be on two or more telecommunication networks.interest in contacts many people are influenced to use two or more networks. (Editorialita. Moreover. most multiple sim phone users benefit from enjoying services from two or more telecommunication companies. the research also revealed. Techno. This is empirical because Samsung Company has produced more phones into the mobile phone market lately and most of them are multiple sim phones. Also. Other significant problems faced include the existence of fake or inferior multiple sim phones in the market and the expensive nature of multiple sim phones. A smaller fraction also stated that they wish to avoid network problems. 52 . the research also stated that most consumers in the mobile phone market using single sim phones wish to switch to multiple sim phones. A small fraction comparably also benefit from carrying one phone whiles using two or more networks instead of a traditional process of carrying two or more phones.

 Consumers should note the correct features of multiple sim phones to prevent them from purchasing the inferior ones in the market. but should place them in cases and fix them on the waist alongside belts.  Phone manufactures should make multiple sim phones less complex and less complicated or user friendly so that the average consumer will be to use it effectively. consumers should be vigilant in using them.  Multiple sim phones are good and we encourage consumers in the mobile phone market to purchase them.  Mobile phone manufacturers.3 RECOMMENDATIONS The following are our recommendations in relation to the research. Some smaller fraction also stated that multiple sim phones are expensive and some of them are inferior and fake. 5. 53 . (R. Persson. the study also indicated that the main reason why most consumers will prefer not to use multiple sim phones is because they are difficult to use and operate.Finally. They must avoid placing them in breast pockets and deep side pockets. 2011)  Mobile phone manufactures must deploy pragmatic strategies in other to reduce the price of multiple sim phones in the market. wholesalers and retailers should run more adverts or engage in more promotional activities to promote multiple sim phones. Due to the radiations produced by multiple sim phones.

4 CONCLUSION The introduction of multiple sim phones in the market has changed many things in the mobile phone market. Samsung multiple sim phones are the ones mostly bought by consumers from the mobile phone market. Many consumers will prefer to use multiple sim phones because of the desire to use more than one network. On the other hand some consumers will not favor multiple sim phones because of the complications and complexity in using it. Consumers are not just developing the positive attitude but do so as a result of certain influencers.5. 54 . Multiple phone users benefit from enjoying services from two or more networks. It is evidently clear that multiple sim phones are good and encourage consumers to purchase them. Also. Many consumers are practically developing good attitude towards multiple sim phones and are purchasing them. Multiple sim phone users face many problems but the most significant of all is the complex and complicated nature of the phones which makes them less user friendly. A significant of such influencers is the desire to be on two or more networks.

Scott Armstrong (1991).A. Printice Hall Inc. 2011). Meet Marty Cooper – the inventor of the mobile phone. (1996) A Global History of the Mobile Phone. 12– 13. Sci. Prentice-Hall Inc. U. Mc Graw Hill Press Int.S. Marketing Research. (1997). Prentice Hall Inc.).L. (2012) Planning and Control Statistics. 55 . (2005) Highlights Key Predictions for IT Organizations and Users in 2010 and Sampling Methods. The Washington Post. Robert G. Bass F. Carl McDaniel. 53.A.M (1999). Edwards. Consumer Diffusion Process. Cochran. Natl. Farese et el. Vol. jnr. Thomson learning Inc. Artech House. (1993) Roadmap and Emerging Communication Technologies. Wids. Cross. (1995) Testing Consumer Attitude. 6th edition. (2005) The Domestication of the Mobile Phone: Oral Society and New ICT in Burkina Faso.S. and Roger Gates (2005). Heeks.REFERENCE Bob Gates. (1997) Cell Phones Approach Total Penetration Globally. Silicon Publications Accra Ghana. Acad. Homewood Bosson Dillion et al. Sampson. China plans to track cell phone users. The Washington Post. Ghana Electronic Devices Magazine (2012) Ghana Mobile Phone Prices Update. Ergonomics. 1997 Mobile phone use while cycling: Incidence and effects on behaviour and safety. pp. McGraw Hill. Inc. Cape Coast Polytechnic. J. William G. pp 30–42. Cecilia Kang (March 3. Wiley. Richard (2008). U. Population Analysis Proc. Prediction of Consumer Behaviour. (2007). David. Cape Coast Christopher P. Sampling Techniques (Third ed. Hartl D.

Paull. United States: National Institute of Environmental Health Sciences Sagan S. Marketing Management. Success Factors In Establishing Your Brand. Oxford University Press. Guardian News and Media Limited. 56 . (2001). Prentice-Hall Inc. Barney (2009). Providing clarity and a common research Technology Management. The world economy: resources. Retrieved 2 March 2012.Koen et al. (2012). Stephen Few (2007) Statistical Data Analysis. VDM Verlag Philip Kotler (2003). 11th edition. 2009. Von Hoffman Press. Franchising and Licensing Association. location. BPP Publishing Limited Tania Branigan (2010). Frederick P. trade and development (5th ed. VDM Verlag pp. (2001) The Cell Phone Reader and Consumer attitude in Social Transformation. Staudt and Taylor. Australia Institute. Tan. Annual Results 2011" (PDF).) Upper Saddle River Pearson. The Value of Eco-Labelling. (1995) Morden Consumers. Ronald Persson (June 2011). (2010) Mobile phones in the 21st century. Nerve Cell Damage in Mammalian Brain after Exposure to Microwaves from GSM Mobile Phones. John. Enugu State Publications Nokia Corporation. Warf. Donald (2010). Stutz. Powell Jake.47-51 Nigeria Telecommunication Update (2012). State owned China Mobile is world's biggest mobile phone operator".

Single sim phone { } c. 36 – 45yrs { } e. What type phone do you use? a. Do you have a mobile phone? YES { } NO { } 6. Gender Male { } Female { } 3. Marital status Single { } Married { } Divorced { } 4. Both { } 57 . This questionnaire forms part of a research into the above topic. 16 – 25 yrs { } c. 1. Over 45yrs { } 2. Multiple sim phone { } b. Are you (a) Employed { } Unemployed { } Student { } 5. it is purely an academic exercise. and all information given will be treated with confidentiality it deserves. Below 15 yrs { } b. therefore.APPENDIX SAMPLE OF QUESTIONNAIRE TO THE GENERAL PUBLIC ON INFLUENCING FACTORS OF CONSUMER CHOICE OF MULTIPLE SIM PHONES. 26 – 35 yrs { } d. Kindly provide answers to each of the following questions by ticking the appropriate box ( ) and filling the blanks spaces. Age a.

... but if you answered but if you answered { b } skip to question 10........... Which brand of multiple sim phone do you use? a.. Carry one phone instead of two or more..... Selection of more than one answer is allowed....... { } } { { } } b.. 9................ Techno { } b.... I am on two or more networks b.... Multiple sim phones are difficult to use b.....................G { } Others....... Sales promotion) { c............... { { } } 58 .................. Dodge network problems c..NB....... Samsung { } d....... What benefits do you get from using multiple sim phones? a... What problems do you face in using multiple sim phones? a......... Dodge network problems...... To have a business........... d.. Other (specify).... NB..... Enjoy services from two or more telecommunication network (e....... business and other reasons. The existence of fake multiple sim phones in the market........................... Other (specify)............... work and private contact on different networks { { { } } { } } c. Have two or more numbers for private............ Nokia { } c.... I like it d....g.....L............................ 10...... R.............. Why do you use multiple sim phone? a.... 8.................... e........ 7................ If you answered { a } or { c } continue.......

Others (specify)....... To have a business........ If yes.... { { Others......... 11............ d............... If No............................ why don’t you wish to use a multiple sim phone? a...................................... Multiple phones are expensive......... NB. { c............. why do you want to use a multiple sim phone? a..................................... Multiple phones are expensive..... work and private contacts on different networks { { { { } } } } e............ Just like multiple sim phones d.... Multiple phones are harmful to the human body...........c....... To be answered by respondents using single sim phones.......................... Dodge network problems c............................. Multiple phones are harmful to the human body. Multiple sim phones are difficult to use { } } } } b........ Yes { } b.... 13...................... { { } } Others......... Use two or more numbers b.......................................... No { } 12.................. d................ Do you wish to use a multiple sim phone? a.................. 59 ....... The existence of fake multiple sim phones in the market.............

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