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Chapter 1

INTRODUCTION

Smart Communications is a wholly-owned mobile phone and Internet service subsidiary of the Philippine Long Distance Telephone Company (PLDT). Its main focus is to handle the PLDT Group's wireless services business. It operates a nationwide cellular network covering over 99 percent of the population. On April 20, 2008, Smart updated its logo, changing with the new, shortened letter "S", stylized versions of letters "A" & "T", and a new line below the logo. On June 30, 2007, Smart reported that its GSM network consisted of 100 switches and 100,000 base stations, over 2 of which are equipped with wireless broadband capability. It also has over 23 3G base stations nationwide. On December 31, 2009, it reported that it has 41,328,641 subscribers on its Smart EDGE/UMTS and Red Mobile GSM networks, which includes Talk 'N Text subscribers that were transferred from Piltel. Digitel Mobile Philippines, Inc., is a mobile telecommunication service provider in the Philippines doing business as Sun Cellular. The company is a wholly-owned subsidiary of Digital Telecommunications Philippines, or Digitel. Digitel is in turn owned by the JG Summit Group with a minority stake held by the TeliaSonera Group. It is assigned to access codes of

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922, 923, 932 and 933. It began its operations in 2003, positioned as a latecomer in the market allowed it to put up infrastructure at lower cost. Sun Cellular gained popularity because of its "24/7" offer of unlimited text messaging and calls for a fixed price for Sun-to-Sun transactions. This led competing networks Smart Communications and Globe Telecom to offer similar but higher-cost plans. As of March 2010, Sun Cellular has 12 million subscribers. In 1928, Congress passed Act No. 3495 granting the Robert Dollar Company, a corporation organized and existing under the laws of the State of California, a franchise to operate wireless long distance message services in the Philippines. The Robert Dollar Company subsequently incorporated in the Philippines as Globe Wireless Limited and in 1934, Congress passed Act No. 4150 transferring the franchise and privileges of the Robert Dollar Company to Globe Wireless Limited. Globe Wireless Limited was subsequently renamed Globe Mackay Cable and Radio Corporation. Congress, through Republic Act 4630 enacted in 1965, further expanded its franchise to allow it to operate international communications systems. Globe Mackay Cable and Radio Corporation was closed in the Philippines by Martial law. Shortly before the expiration of its franchise, the Batasan Pambansa in 1980 enacted Batas Pambansa 95 granting Globe Mackay Cable and Radio Corporation a new franchise. On June 15, 1990, Isla Communications Co., Inc. (Islacom) was incorporated. Through

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Republic Act 7372, Islacom was authorized to develop full-service telecommunications network in the country. In 1991, Globe Mackay was subsequently merged with the Clavecilla Radio Corporation. Globe Mackay as the surviving company was renamed GMCR, Inc. and on March 19, 1992, the Philippine Congress passed Republic Act 7229 approving the merger and the transfer of the franchise of Clavecilla Radio Corporation to the surviving company to be renamed GMCR, Inc. In 1994, Islacom launched the country's first digital mobile communication services using GSM world standard digital technology. On August 20, 1998, the Philippine Securities and Exchange Commission (SEC) approved the change of name of GMCR, Inc. to Globe Telecom, Inc. (Globe). On February 22, 2000, Globe and its principal shareholders Ayala Corporation (AC) and Singapore Telecom International Pte. Ltd. (STI), a wholly owned subsidiary of Singapore Telecom (ST), and Islacom and its principal shareholders Asiacom Philippines, Inc.(Asiacom) and DeTeAsia Holding GmbH (DeTeAsia), a wholly owned subsidiary of Deutsche Telekom AG (DT), entered into a general agreement for a combination of the business and operations of Globe and Islacom. On June 27, 2001, Globe completed the share swap transaction with Islacom, which effectively made Islacom a 100%-owned subsidiary of Globe. In September 2002, Globe announced the operational integration of Globe and Islacom's

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wireless networks. A key element of the integration involves the migration of existing wireless subscribers of Islacom to the improved Touch Mobile (TM) service. On August 7, 2003, the National Telecommunications Commission (NTC) approved the legal transfer of Globe's wireline business, authorizations, properties, assets and obligations to Islacom. On August 25, 2003, the SEC approved the change in name of Islacom to Innove Communications, Inc. (Innove). On March 30, 2007, Globe Telecom, through its president and chief executive Gerardo Ablaza Jr. said it is diversifying from its core business to take advantage of the booming broadband business. Ablaza said the company would increase its investments in cable systems and wire lines to build its broadband Internet infrastructure. Industry analysts have viewed Globe's plan to invest in cable systems as a strategy to compete more aggressively with Philippine Long Distance Telephone Company (PLDT), which took advantage of its wire line infrastructure to diversify into broadband business.

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THE BACKGROUND OF THE STUDY

This research paper aims to know what telecommunication network gives more satisfaction to the second year students of marketing management and to fulfill the following objectives: 1. To know what sim card is being used by many? 2. To know the satisfaction rate of our respondents? 3. To know if they encounter problems and how often does happen? 4. To share this particular research for future reference?

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STATEMENT OF THE PROBLEM
Our main purpose in this research was to know the customer satisfaction rating of second year marketing management students. Specifically, our research sought to answer the following problems: 1. What SIM are you using right now? 2. How often do you reload your SIM? 3. How long you are subscribe in this network? 4. Do you encounter problems with the network you are using now? How often it happens? 5. Are you satisfied with the services that your network provides?

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SIGNIFICANCE OF THE STUDY
The researchers believed that this research is important. It can be a source of reference for future use of other people. By the use of this reference, you will be able to know the satisfaction of the respondents provided by their network company.

This research also aims to know the weaknesses of the networks. This can be also beneficial to those market researchers in doing their studies.

Retailers can be also benefit on this study for they now what network as most preferred by their customers.

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DEFINITION OF TERMS

S.I.M. ± this refers to the subscribers¶ identity module.

UNLIMITED CALL or TEXT ± this refers to the promo of the telecommunication company giving subscribers non-stop call or text in a given period of time.

NETWORK ± they are the one who provides different services to the customers.

BRAND NAME ± it represents the company¶s product or service, it is also the one that the customers prefer in choosing their network provider.

LONG DISTANCE ±

C.E.O. ± ( Chief Executive Officer ) the one with the highest position in a telecommunication company.

SMART ± one of the biggest telecommunication network in the Philippines.

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GLOBE ± second biggest telecommunication network

in the Philippines.

SUN ± first telecommunication network in the Philippines that offers unlimited call and text promo.

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Chapter 2

RELATED LITERATURE

THE LEADING TELECOMMUNICATION COMPANY IN THE PHILIPPINES

Sun Cellular

Raissa Anne S. Bola, former CEO of Sun Cellular. According to him. Before Sun entered the market, the competing giants Globe and Smart had been running smoothly and its competing for the same price of service, while the lowest-cost providers namely Touch Mobile ( a wholly-owned brand of Globe) and Talk n¶ Text ( a wholly-owned brand of Smart) offers low prices on calls and services.

Sun Cellular is one of today¶s biggest wireless telecommunication providers in the Philippines that first introduced the UNLIMITED Call and TEXT in the market. This strategy boosted the company into its success today. But this wasn¶t the case back on its beginnings, the Cellular Mobile Philippine Phone, Sun isn¶t even in the middle of its success today.

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When Sun Cellular entered the scene the two giants did not feel threatened by the newcomer. Sun was left behind and needed of a plan to lure more subscribers to their network. This became the origin of the UNLIMITED pricing scheme. Sun used this strategy to lure customer, and sure enough, the population grew each week. Globe and Smart, who was caught unaware with this powerful strategy, were forced to follow. Suns, today is providing the best offers and services for it¶s subscribers, Sun Cellular is branded as the fastest growing network in the Philippines.

Smart

Smart has built a reputation for innovation, having introduced world-first wireless data services, including mobile commerce services such as Smart Money, Smart load and Smart padala. Smart also offers 3G and HSPA services. It¶s Smart Link service provides communications to the global maritime industry. Smart Broadband Inc., a wholly-owned subsidiary , offers a wireless broadband service, Smart BRO. Smart is a wholly-owned subsidiary of the Philippines leading telecommunication carrier, the Philippines Long Distance Company.

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Globe

Is a leading

telecommunications company in the Philippines, our mission is to communications by way of our vision of making

transform and enriched lives through great things possible.

Through our renewed commitment to ³ enriching

lives

through east and

and

relevance´, our goal is to enrich everyday communications by simplifying

removing

obstacle in communication technology so that we bring our customers closer to what matters to them most.

RELATED STUDIES

CASE STUDY: CELLULAR NETWORK

cellular network is a radio network made up of a number of radio cells (or just cells) each served by a fixed transmitter, known as a cell site or base station. These cells are used to cover different areas in order to provide radio coverage over a wider area than the area of one cell. Cellular networks are inherently asymmetric with a set of fixed main transceivers each serving a cell and a set of distributed (generally, but not always, mobile) transceivers which

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provide services to the network's users. Cellular networks offer a number of advantages over alternative solutions:
y y y

increased capacity reduced power usage better coverage

A good (and simple) example of a cellular system is an old taxi driver's radio system where the taxi company will have several transmitters based around a city each operated by an operator. General characteristics The primary requirement for a network to succeed as a cellular network is for it to have developed a standardized method for each distributed station to distinguish the signal emanating from its own transmitter from the signals received from other transmitters. Presently, there are two standardized solutions to this issue: · frequency division multiple access (FDMA) and; · code division multiple access (CDMA). In the case of the aforementioned taxi company, each radio has a knob. The knob acts as a channel selector and allows the radio to tune to different frequencies. As the drivers move around, they change from channel to channel. The drivers know which frequency covers approximately what area. When they don't get a signal from the transmitter, they also try other channels until they find one which works. The taxi drivers only speak one at a time, as invited by the operator (in a sense TDMA). individual

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Broadcast messages and paging Practically every cellular system has some kind of broadcast mechanism. This can be

used directly for distributing information to multiple mobiles, commonly, for example in mobile telephony systems, the most important use of broadcast information is to set up channels for one to one communication between the mobile transreceiver and the base station. This is called paging. The details of the process of paging vary somewhat from network to network, but located (this group of cells is

normally we know a limited number of cells where the phone is

called a Location Area in the GSM or UMTS system, or Routing Area if a data packet session is involved). Paging takes place by sending the broadcast message to all of those cells. Paging messages can be used for information transfer. This happens in pagers, in CDMA systems for sending SMS messages, and in the UMTS system where it allows for low downlink latency in packet-based connections.

Our taxi network is a very good example here. The broadcast capability is often used to tell about road conditions and also to tell about work which is available to anybody. On the other hand, typically there is a list of taxis waiting for work. When a particular taxi comes up for work, the operator will call their number over the air. The taxi driver acknowledges that they are listening, then the operator reads out the address where the taxi driver has to go. 14

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SYNTHESIS OF RELATED STUDIES

In this synthesis of related studies will discuss the function of cellular network in the primary networks in the Philippines today. Based on the related studies we¶ve gathered, we can say that through this so called ³cellular network´, the network providers can be more flexible in giving more services to their valued customers. Cellular networks offer a number of advantages over alternative solutions:
o o o

increased capacity reduced power usage better coverage

Also through this, they can give satisfaction those customers depending on the services they provide.

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The Research Paradigm

INPUT

PROCESS

OUTPUT

Respondents y 31 2 year A Marketing Management students 20 2nd year B Marketing Management students 28 2nd year C Marketing Management students 33 2nd year D Marketing Management students Questionnaire
nd

Asking the students satisfaction regarding their network provider y y y y y 2nd year Marketing Management students Students Attitude Tabular Method Statistical Treatment of data Analysis of Data

Plan of action for continuous improvement of their network provider.

y

y

y

y

Figure 1

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Frame one of the model shows the students respondent who are taking Marketing Management. These second year students of Marketing Management are involved of plan of action for continuous improvement of their network provider. It also include questionnaire ± graph that will help the researcher elicit the necessary information from the respondents.

Frame two consists of asking the students satisfaction regarding their network provider, basically on the areas of second year Marketing Management students. The availability of second year marketing Management students including students attitude, the statistical treatment, tabular data, and analysis of gathered data.

Frame three consists of the action plan for continuous improvement of their network provider as a whole to ensure the benefits, not only on the Marketing Management students needs but more also in other people.

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Chapter 3

METHODOLOGY

This chapter describes the research design, research environment, respondents of the study, data gathering procedure, instrument and statistical treatment of data.

Research Design This research made use of Tabular Method to know what is popular being use by the students of the University of Caloocan City. The research is also made by using a

questionnaire that best fit to our research . This design was used because it involves a set of student has been using different SIM Cards.

Research Environment Course of Bachelor of Science in Business Administration Major in Marketing Management in second year level has four sections namely 2A, 2B, 2C, and 2D. This course is based on the following criteria: y This course is easy to gathered the data.

Respondents of the Study The respondents of the study were Second Year students of Bachelor of Science

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in Business Administration major in Marketing Management

from

different sections. 18 ± 20 y/o.

`Majority of the respondents were female belonging to age bracket of

Instrumentation The researchers made use of questionnaire sheet as our main data gathering procedure

instrument. Before its administration this went through a developmental

through assistance of people in authority to give comment and suggestions for the improvement of the questionnaire.

Questionnaire a) Personal data sheet. This was accomplished by all second year Marketing Management students. This helped the researcher to know the profile of the respondents. b) There were also 5 sets of checklist accomplished by the second year

Marketing Management students , they were asked to check their answers on the space provided. Checklist 1. The respondents were asked what SIM are they using right now. Checklist 2. The respondents were asked how often they reload their SIM. 4 Choices were given: 4 ± always 3 ± sometimes 2 ± seldom 1 ± never

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Checklist 3. The respondents were asked how long they are subscribed in their respective network. 3 Choices were given: __1 ± 6 mos. __7 ± 11 mos. __1year and up

Checklist 4. The respondents were asked if do they encounter problems with the network they are using, two choices were given: YES or NO, if the respondents answer YES they will be asked again, how often it happens. Four choices were given to that question: 4 - always 3 - sometimes 2 - seldom 1 - never

Checklist 5. The respondents were asked if they were satisfied with the services that their network provides. Five choices were given: 5 - Very Satisfied 2 - Unsatisfied 4 - Satisfied 3 - Moderate

1 - Very unsatisfied

Data Gathering Procedure The data was collected by face-to-face interaction with the respondents. Sample Size Size : 154

Focusing on second year Marketing Management students. 20

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Sampling Type Sampling Type : Area Sampling

Data Analysis Univariate tabulation percentage, graphs and arithmetic mean were used for data analysis.

Statistical Treatment Upon the retrieval of the instrument, the response were properly encoded, tallied, and subjected to statistical treatment as follows: The Graph 1,2,4, and 5; the researcher used frequency count percentage to determine the profile of the respondents.

The Graph 3,6, and 7 will be analyzed through the tabular method to determine the satisfaction of the respondents .

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Number of sample
n = N

Computation :

1+Ne2 Where :

n

= 154

1+154(5%)2
n = 154

n = sample size N = total population e = Marginal error which is 5
n n

1+154(.0025)
= 154

1+.0385
= 154

Computation of our samples : Given : N = 154 e = 5%
n

1.0385
= 111.19

*number of sample : 112

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Number of sample per section Z = x/N Where : Z = sample size per section x = number of sample N = total no per section

Given : x = 112 N=4

Computation of our sample per section : Z = x/N Z = 112 / 4 Z = 28

Computation of our sample per section :

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Percentage Computation
% = n/N (100) Where; n = number of respondent for specific question N = total number of respondent

Weighted Mean
xw = ™(wx) ™w

Where;

w = weighted mean factor, frequency (the number of student) who answered the specific questions. x = points of interval

™(wx) = summation of weighted factor answer points of interval. ™w = summation of weighted factor

Range
R = Highest score ± Lower score Starting Points = highest score divided interval 23

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Chapter 4
Presentation, Analysis, and Interpretation of Data This Chapter presents analysis, interpretation of data gathered in this study.

Graph 1

Distribution of Respondets to Gender
female male

38%

62%

INTERPRETATION: This graph shows the percentage number of the respondent involve in making this survey. It shows that 62% or 69 is female respondents and 38% are male respondents. As you can see in the data above it shows that there is dominant number of female

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respondents than male respondents. In this data, we separate the male and female respondents to show the number of respondents that willing to answer our survey questionnaire.

Graph 2 The SIM CARD that Used by our Respondents INTRODUCTION: This graph represents the percentage of the SIM CARD that used by our respondents.

Female
60 50 40 30 20 10 0 70 60 50 40 30 20 10 0

Male

1 year 7-11 1-6 Red Sun Touch and up monthsmonths Mobile Mobile

INTERPRETATION: The data show that most the student of Marketing Management preferred Talk N¶ Text 25

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SIM. But as you can see in graph 2, the male has a large number of percentage that are Using Talk N¶ Text SIM Card, and has a big differences between Smart of 6 or 34.79%. In the female aspects, they also choose. Talk N¶ Text SIM but the difference between has a small number of percentage of 9 or 11.39%.

You can also notice in graph 2 that the girls do not use Touch Mobile but one of our respondents in the boys is using Touch Mobile SIM CARD and has a percentage of 2.17% or 1. You can also observe that the girl has a large number of percentages than boys in terms of using Sun Cellular SIM. Their difference is 1.07% or 3.

As the data reveals, both gender preferred Talk N¶ Text SIM CARD because they are satisfied in their network provider.

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Graph 3 TIMES OF RELOADING THE RESPONDENT¶S SIM INTRODUCTION: This graph shows in how often do the respondents reload their SIM.

Female
Always Always

Male

Sometimes

Sometimes

Seldom

Seldom

Never

Never

0%

20%

40%

60%

80%

0%

20%

40%

60%

80%

INTERPRETATION: As you can see in the first graph for female, 44 or 63.77% of them said they reload their SIM Sometimes; 24 or 34.78% said they Always reload their SIM; 1 or 1.45% said they reload their SIM Seldom and 0 or 0% said they Never reload their SIM.

If you go the second graph for male, 31 or 73.81% said they reload their SIM Sometimes;

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6 or 14.29% said they Seldom reload their SIM; 5 or 11.90% said they Always reload their SIM and 0 or 0% said they Never reload their SIM.

And as a conclusion, we can say now that majority of both male and female respondents reload their SIM Sometimes.

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Graph 4

LENGTH OF TIME OF SUBSCRIPTION INTODUCTION: This graph shows the length of time of subscription of respondents.

Female
1 year and up 7-11 months 1-6 months 1 year and up

Male
7-11 months 1-6 months

9% 16%

12%

7%

75%

81%

INTERPRETATION: If you can see the graph for female respondents, it shows that 52 of them or 75.36% are using their SIM for 1 year and up. Next to them are 11 or 15.94% - using their SIM for 7-11 months. And the last is 6 or 8.70% - using their SIM for 1-6 months.

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If we go on to the graph for male respondents, 34 of them or 80.95% are using the for 1 year and up, 15 of them or 11.91% are using their SIM for 7-11 months and 3 of them or 17.14% are using their SIM for 1-6 months.

We can say now that both male and female respondents are using their SIM for more than 1 year.

Graph 5 NETWORK PROBLEMS ENCOUNTERED BY THE RESPONDENTS INTRODUCTION: Graph 5 represents the respondents assessment if they encounter problems on their network provider.

Female
Yes No

Male
Yes No

14%

14%

86%

86%

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INTERPRETATION: Based on the data, we¶ve gathered, 59 female or 85.51% said that they¶ve encounter problems with their network provider, while 10 female or 14.49% said they have not encounter problems.

In the male section, we¶ve found out that 36 of them or 85.71% said they¶ve encounter problems on their network provider, while the remaining 6 or 14.29% said that they¶ve not encounter problems.

If we compare the two data, we will see that they are almost the same in result, majority of both females and males encounter problems.

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Graph 6 FREQUENCY PROBLEM ENCOUNTERED BY OUR RESPONDENTS INTRODUCTION: This graph show how often they encounter problems.

Female
60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

Male

INTERPRETATION: As the data reveals in graph 6, majority of our female respondent answered Sometimes, and has a large number of respondent with a percentage of 59.70% or 40

respondents. Next is Seldom with a percentage of 29.85% or 21 female respondents. While in never in got a percentage of 8.96% or 6, while in Always got a percentage of 1.49% or 1. The last two has a difference of 7 or 7.47%. You can notice that ³Sometime´ and ³Seldom´ has a large difference of 29.85% or 20.

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They are almost the same answer but there difference in the number of percentage, because male respondents is less than female. Most of the boys answered Sometimes, 21 or 51.22%, secondly is Seldom, got 18 or 43.90%, they almost near to each other with the difference of 3 or 7.32%. Then last, Always and Never has the same number of percentage of 1 or 2.44%.

Now we can conclude both of our respondents are encountered at ³Sometimes´, so they are not very satisfied.

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Graph 7 THE SATISFACTION OF THE RESPONDENT INTRODUCTION: This graph presentation the satisfaction of our respondents in their network provider.

Female

Male

Very Satisfied Satisfied Moderate Unsatisfied Ver y Unsatisfied 0.00% 50.00% 100.00%

Very Satisfied Satisfied Moderate Unsatisfied Very Unsatisfied 0% 20% 40% 60% 80%

INTERPRETATION: If you notice in this upper left portion female of our presentation, many of our respondents said that they are satisfied in their SIM CARD with a percentage of 85.72% or 59 and the other said they are moderate satisfied has a percentage of 5.72% or 4.

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In the male upper right portion of our data said that they are satisfied on their SIM CARD using with a percentage of 64.29% or 27 and other said that they Moderate satisfied and has a percentage of 33.33% or 14.

We use this tabular method to show the satisfaction of our respondents on their SIM CARD using.

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Chapter 5

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary, conclusions, and recommendations of the study.

Summary The study was conducted to make a statistical report of data about customer satisfaction of second year Marketing Management students regarding on their network provider. Specifically, this study attempted to answer the following questions : 1. What SIM are they currently using. 2. How often are they reloading their SIM. 3. How long is their subscription to their network provider. 4. How often they encounter problems with their network provider. 5. If they¶re satisfied to their network. The study made use of descriptive method of research using a questionnaire ± checklist as the mean of instrument in gathering data needed for this research work.

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This study involved 154 students form Bachelor of Science in Business Administration major in Marketing Management second year students of University of Caloocan City ± Camarin Annex. The gathered data were properly tallied, tabulated and statistically treated using frequency count, percentage, weighted mean, rank and analysis of variance.

Conclusion From the data gathered, the following conclusions can be drawn: 1. Second year students from BSBA ± Marketing Management mostly preferred to use Talk N¶ Text SIM card for some reasons: y y y Affordability Convenience of reloading outlets. Offers more promos

2. Most of the respondents have a duration of 1 year and up of using their SIM. 3. Majority of the respondents were not fully satisfied with the services provide by their network .

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Recommendations Based on the conclusions, the recommendations are hereby given. For the network providers, exert more effort to : 1. Have new product line. 2. Give more attention to their advertisements. 3. Inform the customers. 4. Build more message centers to attain excellence in terms of signal proficiency. 5. Compress their product and have a more affordable price.

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