| Author | Hassaya Bumrungkit |
| Call Number | AIT RSPR no.SM-06-80 |
| Subject(s) | Cellular telephones--Thailand Consumers--Thailand--Attitudes
|
| Note | A research study submitted in pa1tial fulfillment of the requirements for the
degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-80 |
| Abstract | Thailand mobile telecommunication market started in 1994. Currently there are operators competing fiercely to gain more subscribers which are AIS, DTAC, TRUE Move, Hutch and Thai Mobile. Price competition was initiated by TRUE Move, followed by DTAC. However, after the harsh price wars, some operators realized that price competition make themselves hurt so they change their locus to add more value to customers by offering new innovative services and good relationships for existing customers. Third-generation mobile phone services will be crucial components of operators' strategies for the future as they seek to popularize a potentially lucrative revenue stream. The third generation wireless network is the promising technology and it is just the matter of time in Thailand. Until now, numerous marketing activities had been introduced to consumers; hence it is interesting to know the results of these marketing efforts by studying about consumers' perception towards 3G. In addition, the Thai telecommunications industry has been moving towards liberalization. Therefore, it is most likely that there will be new entrants to increase the competition. As 3G has just started in the country, there is limited number of research related to 3G marketing especially one related to consumers' perception. Research into how consumers perceive 3G will help both existing operators and new comers to develop efficient marketing strategies and businesses. The study was conducted through primary data collection and secondary data collection. The primary data collection \U as performed using 400 distributed questionnaires to mobile phone consumers in Bangkok. 47% of respondents are aware of 3G among which 70% are willing to subscribe to 3G services and 58% are willing to purchase 3G phones |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Kouwenberg, Roy; |
| Examination Committee(s) | Tang, John C.S. ;Donyaprueth Krahit ; |
| Scholarship Donor(s) | RTG Fellowship; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2006 |