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CHAPTER FOUR DATA PRESENTATION, ANALYSIS AND INTERPRETATION 4.0

Introduction

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 CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.0 Introduction

This chapter is concerned with data presentation, of the findings obtained through the study. The

findings are presented in tabular form after being analyzed with SPSS version 20 to facilitate

readings and understanding.

4.1 Demographic characteristics

This study was about effects of brand image on customer loyalty in telecommunication industry

in Tanzania city thus respondents level of education and occupation are considered very important

demographic characteristics in our findings and are presented under 4.2.1,4.2.2 and 4.2.3.

4.1 Table 4.1 Gender of respondents

Frequency percent Valid percent Cumulative

percent

Male 31 51.7 51.7 51.7

Valid female 29 48.3 48.3 100.0

Total 60 100.0 100.0

Figure4.1: Gender of Respondents in percentages.

Source: Research finding (2016)

Figure 4.1 shows that respondents who responded to our questionnaires. Out of the 60 responded,

31 males (51.7%) were male, 29 females (48.3%). This analysis implies that the majority of male

under the study responded to the questionnaire than female customers. This implies that male

customers are many as compared to female. The findings are in agreements with other studies and

reports, which indicate that the larger proportion of Vodacom customers in the country is

comprised of male as compared to females. For example, the report of South Africa Educational

committee 2003 stated that, in South Africa and in most other developed and developing countries

there are significantly more male Vodacom user than male customer users. (Drudy et al, 2002,

p.191.)
Table 4. Age of respondents

Frequency percent Valid percent Cumulative

percent

20-24 6 10.0 10.0 10.0

25-29 20 33.3 33.3 43.3

Valid 30-39 26 43.3 43.3 86.7

40= 8 13.3 13.3 100.0

Total 60 100.0 100.0

Figure 4.2 Age of respondents in percentages

Sources: Research finding (2016)
Figure4.2 present age of the respondents who responded to our questionnaires. Out of 60 20-24

were 6(10.0%), 25-29 were 20(33.3%) 30-39 were 26(43.3%) 40+were 8(13.3)> This analysis

Suggest that majority whoa ag range between 30-39 uses Vodacom as their mobile network.

More highly educated customers are more likely to explicitly define higher levels of Vodacom

performance in terms of network. In concurring in Arusha City. In building on the above

argument (Brown, 2008) argued that Vodacom Tanzania specifically in Arusha city is more than

just a mere cell phone company, over the years it has established itself as a total solutions

provider. To live up to expectations and cater for ever growing corporate needs in the country,

Vodacom recently established Vodacom business division. Vodacom Business Is leading

Provider of converged communication solutions that are customers0 centric, technology- driven,

cost-effective and innovative and generate sustainable value.

Vodacom customers can now meet all their communication requirements from mobile telephony

through internet access to hosted applications, with a single services provider. Through the

division, Vodacom offers a comprehensive portfolio of access technologies and data solution to

help organizations of all sizes achieve the agility they need to complete successfully in connected

world. Vodacom Business also offers a comprehensive range of Managed Hosted services

including basic and dedicated hosting and storage, backup and disaster recovery security services

include perimeter firewalls, email and web content filtering and anti-virus and anti- spam

solutions.
Table 4.3 Level of education of respondents

frequency percent Valid Percent Cumulative

percent
Diploma 15 25.0 25.0 25.0
Degree 31 51.7 51.7 76.7
Valid masters 9 15.0 15.0 91.7
Others 5 8.3 8.3 100.0
Total 60 100.0 100.0

Figure 4.3 Level of education of respondents in percentages

Source: Research finding (2016)

Figure 4.3 present education level for respondents who responded to our questionnaire. Out of 60

respondents, 15 parents (25.0%) possess diploma education, 31 respondents (51.7%) possess

degree education, 9resondets (15.0%) possess master education, 5 respondents (8.3%) possess

other level of education. This analysis suggests that majority of the respondents who responded to
 the questionnaire possess education starts from diploma level, degree even master this could be an

indicators majority of the Vodacom customers they regard education as the source life worth. (Biel,

2009) argued that communication and education are essential for raising public awareness and

improving the capacity of people to understand as well as appreciate issues and problems. These

two broad domains are also critical in any efforts to reinforce and develop the knowledge, value,

attitudes, practices and skills required to participate fully in the sustainable development of the

regions. Formal, non- formal and continuing education at all levels and various communication

means and channels (e.g. interpersonal, traditional, the print and electronic media as well as the

new information technologies- internet etc.) are required for this purpose.

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