Analysis and assessment of the market for the mobile phone in Thailand | |
| Author | Shein, Nge Nge |
| Call Number | AIT RSPR no. SM-93-26 |
| Subject(s) | Marketing research. Cellular radio--Thailand |
| Note | A research study submitted in the partial fulfillment of the requirement for degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-93-26 |
| Abstract | Market segmentation has been considered one of the most fundamental concepts of modern marketing. The understanding that buyers differ in their wants, purchasing power, geographical locations, buying attitudes and buying practices is the basis for this concept of market segmentation. Today, the mobile telephone has become an indispensable part of modern Thai society. The principal reasons for the unprecedented popularity of mobile telephones are the installation delays of general telephone lines, business competition and changing lifestyles. Presently, there are sixteen suppliers of mobile telephones operating in the Thailand market. They sell different brands and models which are based on almost identical technologies. This makes the competition in the market very severe. The objective of this study is to analyze different perceptions and preferences of the customers of mobile telephones with a view to identifying suitable bases for segmenting the market. Five demographic variables are tested in this research for their suitability for segmenting the Thailand's mobile telephone market. These are namely: inco.me; age; occupation; sex; and education level. The top three product attributes and the expected benefits for each of these groups have been identified. The significance of the differences have been tested using the 11T" test and 11ANOVA 11 tests. The results of the study has clearly shown that the Thailand's mobile telephone market is homogeneous for all practical purposes. Therefore, it may not be profitable to segment the market on demographic variables. |
| Year | 1993 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-93-26 |
| 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 in International Business (Publication code = SM) |
| Chairperson(s) | Hertzberg, E |
| Examination Committee(s) | Swierczek, F.W.;B, Atipol. |
| Scholarship Donor(s) | Government of Switzerland. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1993. |