DLSU students' network service mobile provider preferences: Reasons for switching or loyalty

Date of Publication

2002

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Psychology

College

College of Liberal Arts

Department/Unit

Psychology

Abstract/Summary

The study aims to understand how consumer behavior on brand switching exists among patrons. Thus, the study will present the most influential factors that affect consumers of network service mobile providers. The consumer is influenced externally when he responds to the social environment. In contrast, when the consumer's self affects his decision making, he is influenced internally. In order to find this out, a total sample of 250 students was asked to participate in the study, which sought to identify the psychological reason for brand switching among satisfied DLSU students. Using non-probabilistic quota sampling design, the researcher asked 50 students from various colleges, 25 female and 25 male to answer the survey questionnaire. Some of the items in the survey ask the students to rate the given factors according to what they most and least desired. The survey also contained close-ended questions in order that the students may be guided. The most frequent answers were listed and categorized. Results showed that although the students were satisfied with the current network service mobile provider that they were at, they would consider on switching to another. The most influential factor that would trigger them to do so is when they are offered with cheaper service fees that suit the function of lifestyle. Gended did not present any difference in assessing brand switching. As supplementary knowledge, further study regarding the complexity of decision making among consumers is recommended to be done by future researchers.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU10978

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

100 leaves

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