LITERATURE REVIEW

1. Robins (2008) This paper is about marketing the next generation of mobile telephones. The study is about third generation of cell phone technology, what is usually known as 3G for short. There are various issues about that new innovative. One is how to price 3G handsets and services at a level which will enable telephone operating companies to recoup the high prices they have already paid to governments for operating licenses. Second the technology is not yet complete, there are no agreed international standards and companies do not yet know what new services the technology will prove capable of delivering effectively. All variants of 3G remain dependent on largely unproven technology. Marketing 3G is going to be about services which are new and in many cases, yet to be designed. At the same time, it will involve services which can also be obtained by computer and other means. It follows that the marketing task will be high risk. First, 3G has no obviously unique selling proposition to build on except, perhaps, the combination of live video and easy portability. Second, the potential customers have not yet had adequate opportunity to signal their service likes and dislikes. Third, the cost and complexity of service provision leave doubt about the markets reaction to prices. 2. Rick (2008) This study finds that companies with sound customer strategies can use that ultimate loyalty program as a differentiator in an increasingly muddled market. In an increasingly competitive market, customer loyalty efforts can play a major part in the attraction of new customers and the retention of current ones. Marketers dealing in the telecommunications arena are established in an exciting era of industry growth. As consumers' choices expand, the importance of a sound customer relationship strategy becomes more and more important for the success of the company.

Consumers change their connection rapidly and switching one to another cellular companies; a study conducted in Faisalabad ABSTRACT:
In this paper we focused on consumers choice about cellular Companies. The purpose of this research is to explore the market share of cellular Companies, Their price strategies and the reasons due to which consumers prefer a cellular Company. It is identified that cellular companies with greater coverage, better services, and low prices are able to develop strong brand loyalty.

KEY WORDS:
Telecom, New Technology, Mobile Users, Cellular Service, Price Effects, Market Potential, Competitors, Better Services, Market Share

INTRODUCTION:
Cellular companies have great market potential in Pakistan. This sector is experiencing immense growth from last few years. At present companies operating in Pakistan are Mobilink, Ufone, Warid, Telenor, Zong etc. These companies are in great competition with each other and using competitive strategies to attract customers. The customers choice about cellular company depends upon different factors such as technology, coverage, service packages, price and promotion. Telecom sector is seeing exorbitant growth in Pakistan. The sector is said to be growing at a fast pace yearly. Mobile subscribers are 91.97 million as of April 2009. In fact Pakistan has the highest mobile penetration rate in the region. According to the PTA, Mobilink continues to lead the market with 28.38 million subscribers, followed by Telenor (20.1 million), Ufone (19.71 million), Warid

Telecom (17.51 million) and Zong (6.12 million). All Telecom companies are now working to broaden their network in AJK and Northern Areas, which were normally ignored till now. Till now 5 agencies of tribal areas are covered for mobile service.

OBJECTIVE:
To investigate the consumer preference in cellular services. Check the market share of companies Explore the market potential Major work to maintain the customer

HYPOTHESIS OF THE STUDY

H1 Higher is the Very low switch cost, Higher is the Customer loyalty

H2

Higher is the Customer perceived service quality Higher is the Customer loyalty

H3

higher is the customer satisfactory Higher is the Customer loyalty

RESEARCH METHODOLOGY:
Descriptive research design is used. questionnaire instruments. Structured and non-disguised questionnaire is used. Data collected from prepaid subscribers in Faisalabad city. Convenient sampling method is used. Total 50 questioners were distributing, out of which 50 were completed (100%). The measurement variable are gender preference, rates, Service quality (include network quality, pricing structure, convenience and value added services), Customer Satisfaction (include overall customer satisfaction), professional people preference, and impact of the existing customers. All measure on a five point Likert Scale. Primary data is collected through

IMPACT OF FACTORS IN CONSUMERS SELECTION OF A CELLULAR SERVICE

Table 1.1

Present cellular company Mobilink Ufone Preference Rates 3 Services Quality Coverage Total 3 2 4 12 2 2 3 10 3 4 2 12 2 2 2 8 2 2 2 8 3 3 2 2 Telenor Warid Zong

Total

13 12 12 13 50

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Preference Rates Preference Services Preference Quality Preference Coverage

Telenor

Ufone

Mobilink

Present cellular company

Warid

Zong

GENDER PREFERENCE IN CONSUMERS SELECTION OF A CELLULAR SERVICE

Table 1.2

Present cellular company Mobilink Gender Male Female Total 10 5 15 5 4 9 6 4 10 5 4 9 4 3 7 30 20 50 Ufone Telenor Warid Zong Total

12 10 8 6 4 2 0 Mobilink Ufone Telenor Warid Zong Gender Male Gender Female

Present cellular company

PROFESSIONALS PREFERENCE TO CELLULAR COMPANY

Table 1.3

Present cellular company Mobilink Ufone Profession Student Employee Businessman Housewife Total 4 3 5 2 14 3 3 2 2 10 4 3 2 1 10 3 2 4 2 11 2 1 1 1 5 16 12 14 8 50 Telenor Warid Zong Total

6 5 4 3 2 1 0

Profession Student Profession Employee Profession Businessman Profession Housewife

Mobilink

Telenor

Ufone

Warid

Present cellular company

Zong

IMPACT OF INCOME LEVEL IN CONSUMER PREFERENCE TO CELLULAR COMPANY

Table1.4 Mobilink Income less then 8000 8000 to 12000 12001 to 16000 16001 to 20000 20001 to 24000 above 24000 Total 1 1 2 2 3 3 12 2 2 2 2 1 1 10 2 2 2 2 1 1 10 1 1 1 2 2 3 10 2 2 1 1 1 1 8 8 8 8 9 8 9 50 Present cellular company Ufone Telenor Warid Zong Total

3.5 3 2.5 2 1.5 1 0.5 0 less then 8000 8000 12001 16001 20001 above to to to to 24000 12000 16000 20000 24000 Present cellular company Mobilink Present cellular company Ufone Present cellular company Telenor Present cellular company Warid Present cellular company Zong

SATISFACTION LEVEL OF EXISTING CUSTOMERS

Table1.5

Satisfaction Strongly disagree Disagree No agree nor disagree Agree Strongly agree Total

Mobilink 1 2 2 3 4 12

Present cellular company Ufone Telenor Warid 1 2 1 3 2 9 1 2 2 3 3 11 1 2 2 2 3 10

Zong 2 1 2 2 1 8

Total 6 9 9 13 13 50

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Satisfaction Strongly disagree Satisfaction Disagree Satisfaction No agree nor disagree Satisfaction Agree Satisfaction Strongly agree

ufone

telenor

mobilink

warid

Present cellular company

Zong

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RESULTS & DISCUSSION

In a given population and selected samples we find out the useful information about our research. We find the reasons due to which consumers prefer different cellular services. We also fined the information regarding performance, durability of companies offer. We are able to conclude that in Pakistan telecom sector is the most emerging sector today. We also able to find at which age the level of mobile consumers high and to some extent the income level of peoples. It is identified that the factors which are most affecting the consumer choice in selection of a cellular service are rates and coverage it has been observed from table 1.1 that peoples give more importance to rates and coverage than other factors, and it is also identified from table1.1 that Mobilink, Ufone and Telenor are given more preference by consumers due to rates. Mobilink and Telenor are given more importance due to services. Due to quality Telenor is given more preference, for coverage Mobilink is given most importance. Table 1.2 is identified that Mobilink is mostly used by men and women. Table 1.3 there are four categories of profession and it is identified that in student category Mobilink and Telenor are used by most of them. Employees use Mobilink, Ufone and Telenor. In business man category Mobilink and Warid are mostly used and housewives mostly used Mobilink, Warid, and Ufone. From table 1.4 it has been identified that people of high income are mostly using Mobilink and Warid and people belongs to middle class are using Telenor, Mobilink and Ufone while lower class people mostly used Ufone and Zong. From table 1.5 it has been identified that mostly users of Telenor and Mobilink are satisfied and Zong users are mostly dissatisfied because of the coverage and quality.

LIMITATIONS OF RESEARCH:
We have certain limitation regarding this particular research first this research is a comparison between the different cellular companies. This research has been conducted only for the Faisalabad market. Results could be different according to the different markets in Pakistan. We have used the random sampling so there may be a chance that some respondents may not respond accurately or they show less interest in the research.

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REFERENCES
Adam Nicola (ed) the Boom in telecom (4th ed) corporate watch, April 20004 http:// www.mobilinkgsm.com/pubilications.gsm Louis George, magic of telecom sector, the Guardian, 1march 2005

Masood Khalid, dawn, p.j(2002) consumers choice in the selection of cellular service http://www.pta.gov.pk.2006/technology.html War in telecom? A review of the major Telecom sector companies .2003.nicol hart, toe increasing competition in cellular Service market .September 3, 2003 The magic august 2005{ special issues on the impact of cellular companies

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QUESTIONARE
NAME .

1. What is your gender? a. Male b. Female 2. What is your age group? a. b. c. d. e. Less than 18 18 to 25 26 to 33 34 to 41 42 to 49

3. What is your profession? a. b. c. d. e. Student Employee Businessman Housewife others

4. What is the name of your cellular service company? a. b. c. d. e. Mobilink Ufone Telenor Warid Zong

5. What are reasons you prefer a cellular connection? a. b. c. d. Rates Services Quality Coverage

6. Which connection is mostly used by your family and friends? a. b. c. d. e. Mobilink Ufone Telenor Warid Zong

7. Do you prefer a connection which is providing? a. b. c. d. Low Rates Good Services Quality Area coverage

Or e. You prefer a connection which your Family and friend are using.

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8 How much Credit you use in a month? a. b. c. d. e. 100 to 500 600 to 1000 1100 to 1500 1600 to 2000 Above 2000

9. Are you satisfied with your existing connection? a. b. c. d. e. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

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