An identification of the market needs and wants of undergraduate students with specific emphasis on the cell phone industry.

SAMPLING DESIGN 56

THE SOURCES AND COLLECTION OF DATA 60

ANALYSIS AND PRESENTATION OF DATA 62

CHAPTER FIVE

PARTY RESPONSIBLE FOR THE STUDENTS FEES 71

CELLULAR PREFERENCES 72

CELLULAR TELEPHONE HANDSETS 73

CURRENT CELLULAR TELEPHONE PACKAGE ANALYSIS 81 .1 CONTRACT OR PREPAID PACKAGES 81

REASONS FOR NETWORK PROVIDER CHOICES 92
INTERNET USERS

FUTURE CELLULAR SERVICE EXPECTATIONS

CURRENT CELLULAR PACKAGE ANALYSIS 109
FUTURE CELLULAR SERVICE EXPECTATIONS 115

CHAPTER ONE

INTRODUCTION
MOTIVATION FOR THE RESEARCH
VALUE OF THE PROJECT
OBJECTIVES OF THE STUDY
RESEARCH METHODOLOGY
LIMITATIONS OF THE PROJECT
STRUCTURE OF THE STUDY

It then charts the progress of cellular telephony in Africa, followed by a discussion of the cellular telecommunications infrastructure currently in place in South Africa. This is followed by a brief look at some of the relevant issues within the South African market including.

CHAPTER TWO

INTRODUCTION
CONSUMER BEHAVIOUR DEFINED
THE RELEVANCE OF CONSUMER BEHAVIOUR

RELEVANCE TO THE MARKETING MANAGER
RELEVANCE TO ETHICISTS AND ADVOCACY GROUPS
RELEVANCE TO POLICY MAKERS AND REGULATORS
RELEVANCE TO CONSUMERS

COMPONENTS OF CONSUMER BEHAVIOUR

THE PSYCHOLOGYICAL CORE
THE DECISION-MAKING PROCESS
THE CONSUMER'S CULTURE
CONSUMER BEHAVIOUR OUTCOMES

CONCLUSION

The study of consumer behavior in such organizations results in greater awareness of consumer needs and wants. According to Hawkins, Best and Coney in Consumer Behavior, attention arises when the consumer processes the stimulus.

CHAPTER THREE

INTRODUCTION

THE HISTORY OF THE CELLULAR TELEPHONY INDUSTRY

Although some form of cell phone service was available in the late 1940s, its capacity was limited to a few available radio channels to carry calls. But by the early 1970s, the technological pieces of the wireless puzzle were falling into place.

COMPONENTS OF GSM

THE GSM NETWORK

SMSC]

VLRJ

MOBILE STATION
THE RADIO SUB-SYSTEM
THE SWITCHING SUB-SYSTEM
MOBILITY MANAGEMENT AND SECURITY
CALL SET-UP
CALLS TO MOBILES
CELLULAR TELEPHONY IN AFRICA
CURRENT CELLULAR TELECOMMUNICATION INFRASTRUCTURE
KEY MARKET PLAYERS IN THE SOUTH AFRICAN CONTEXT

VODACOM GROUP (PTY) LTD
CELL C

THE SOUTH AFRICAN MARKET

DEMOGRAPHICS
EDUCATION
OCCUPATION AND EMPLOYMENT

CONCLUSION

One of the most important factors that determine handheld size and weight is the battery pack. This allows the mobile to synchronize its listening period with a known call cycle of the network. The VLR now contains the address of the subscriber's HLR and the authentication request is returned by the HLR to the subscriber's Authentication Center (AuC).

In Africa in particular, wireless technologies are seen as one of the key ways to meet the needs of a continent with the least developed telecommunications system in the world. Britain's Vodafone Airtouch, the world's largest mobile telecommunications company, owns 31.5% of the company, along with Telkom SA, which has a 50% stake in the group. What is also of great importance to the marketer is the fact that 53.6% of the country's population is urbanized.

For example, the high rate of urbanization is specific to that of the colored, white and Indian population groups. PERCENTAGE OF THE POPULATION 20 YEARS OR MORE IN EACH EDUCATIONAL CATEGORY PER POPULATION GROUP. This is evident from the reported success of the three network operators, Vodacom, MTN and Cell C.

CHAPTER FOUR

INTRODUCTION
THE RESEARCH CONTEXT
THE PROBLEM AND ITS SETTING

THE STATEMENTOFTHE PROBLEM

OBJECTIVES OF THE STUDY
HYPOTHESIS STATEMENTS
RESEARCH DESIGN

DESIGN STRATEGIES
SAMPLING DESIGN
MEASUREMENT
MEASUREMENT SCALES

THE SOURCES AND COLLECTION OF DATA

DATA SOURCES
DATA COLLECTION

ANALYSIS AND PRESENTATION OF DATA
CONCLUSION

Although there is strong evidence that the cellular market is still growing in South Africa, the purpose of this research is to understand the needs and wants of this segment of the population with the aim of providing networks with an insight into the development of new products and services that fits this particular segment. The purpose of the research is to solve a problem and this segment of the study examines the problems and sub-problems of this study. To evaluate the advertising efforts of the various network providers and comment on their effectiveness in relation to the new student market.

This defines the ability of the researcher to manipulate the research variables in the experiment while having no control in the ex-post facto design. The design variables in this study were ex-post facto, with the survey reporting variables without the possibility to change them. This study is descriptive and causal in that it identifies all relevant variables and finds relationships between them.

This study is a statistical study because it attempts to capture the characteristics of the sample population. Tertiary data sources - these are interpretations of secondary data and information obtained from websites, as was the case in this study. The research methodology of any study is critical to the validity of the study itself.

CHAPTER FIVE ANALYSIS AND FINDINGS

INTRODUCTION

GENERAL INFORMATION

ACADEMIC INSTITUTION
GENDER ANALYSIS
AGE ANALYSIS
LANGUAGE ANALYSIS
ACADEMIC COMPOSITION
ACADEMIC YEAR OF STUDY

Most of the students who completed the questionnaire (55%) were under the age of twenty.

EMPLOYMENT HISTORY

EMPLOYMENT STATUS
SOURCE OF INCOME
STUDENT MONTHLY INCOME
PARTY RESPONSIBLE FOR THE STUDENTS FEES

CELLULAR PREFERENCES

CELLULAR TELEPHONE USAGE
CELLULAR TELEPHONE HANDSETS

The mobile phone brands used were Nokia, Ericcson, Siemens, Samsung, Alcatel, Motorola and Phillips. The more popular brands are shown in Figure 5.13, with Nokia (77%) being the most popular handset choice. One of the questions in the questionnaire, (Question 14): "Which brand of mobile phone would you like to have", was used to gain insight into the future phone.

NETWORK PROVIDER PERFORMANCE

CELLULAR COVERAGE
VOICE QUALITY
CALL SETUP SUCCESS RATE (CSSR)
DROP CALL RATE (OCR)

Call Setup Success Rate (CSSR) - each call attempted is either successful or failed. The number of successful calls is divided by the total number of calls attempted to give rise to a statistic called Dropped Call Rate (OCR) - each successful call can be terminated in three ways: by the sender, by the receiver, otherwise it may fail.

All failed calls are divided by the total number of successful calls to get the statistical OCR. These KPIs were included in the questionnaire to determine the students' perception of them. After all respondents were asked about their current network provider in terms of key performance areas, they were asked to identify one of three.

As shown in Figure 5.20, the majority (65%) believed that Vodacom was the best network provider, followed by MTN with 28% and finally Cell C with 7%.

Figure 5.19 shows that 42.24% of Vodacom subscribers rate their OCR as

CURRENT CELLULAR TELEPHONE PACKAGE ANALYSIS

CONTRACT OR PREPAID PACKAGES
COMPANY ISSUE OR PRIVATE ISSUE
LENGTH OF SUBSCRIPTION TO CELLULAR SERVICES
AVERAGE MONTHLY EXPENDITURE OF SUBSCRIBERS
SHORT MESSAGE SERVICES (SMS) ANALYSIS
PICTURE MESSAGING

The monthly expenses include the subscription fees charged by the three network providers for contract subscribers, while for prepaid subscribers it includes all airtime purchased. This implies that approximately 12% of the students spend more than 50% of the total rand value. Texting is a favorite among students with 98% of them using the service as illustrated in Figure 5.25.

This feature originally saw subscribers call or "buzz" others, with the intention that the other party would then return the call. The subscriber not sending the missed call could not afford the initial call and would therefore use the missed call as a request to the other party to call back. The party returning the missed call either has an office phone or can afford to make a cell phone call.

This feature has now been marketed as the "Please Call Me" feature, which is currently used by 81% of the survey group as shown in Figure 5.27. The results of the survey show that only 40% of the respondents use the service (figure 5.29).

Figure 5.22 shows that 94% of respondents were responsible for their own subscriptions, whilst 6% have their cellular telephone accounts paid by their employers.

BRAND AWARENESS

VODACOM
CELL C
REASONS FOR NETWORK PROVIDER CHOICES

MTN subscribers felt that their newspaper campaign was the second most effective advertising medium, followed by billboards, friends and in-store promotions. This was followed by billboards, in-store promotions and recommendations from friends as shown in Figure 5.33. Vodacom and MTN subscribers were of the opinion that their chosen network was good in terms of network quality.

4% of Vodacom subscribers, 2% of MTN subscribers and 0% of Cell C felt that their brand is a loved brand. Sports sponsorship was one of the least used reasons by subscribers when choosing their network providers, with Vodacom 3%, MTN 2% and Cell C 0%.

THE INTERNET

Ninety-eight percent of the sample respondents use the Internet, as shown in Figure 5.35. Vodacom, MTN and Cell C students surf the internet mostly from campus and home, while a small percentage of Vodacom and MTN subscribers surfed in internet cafes and other places as shown in Figure 5.36. The general trend regarding Internet applications can be seen in Figure 5.37, with email being the most common, followed by search.

The majority of Vodacom subscribers used electronic mail, with a higher percentage of Cell C subscribers using the Internet for socializing. Ninety-five percent of students browse the Internet using Telkom phones to establish their connections, with only 5% using their mobile phones, as shown in Figure 5.40. Twenty-eight percent of students felt that they would use their cellular phones to browse the Internet in the future, as shown in Figure 5.40.

Over 38% thought it was too expensive, 18.35% said their phones were not compatible, 16.46% said they did not need the service, 9.81% thought it was not feasible, 9.49% preferred Telkom and 6.33% did not. knew that it was possible to use their mobile phones to surf the Internet.

COMMENT WITH REGARD TO HYPOTHESIS STATEMENTS

Socio-economic dimensions within the undergraduate university and technikon market segment are important aspects for sending the right message to the consumer. This study was unable to establish a relationship between socioeconomic dimensions and marketing messages. The findings of this dissertation do not provide sufficient evidence that marketers are targeting this market segment sufficiently or insufficiently.

For example, while the findings are inconclusive, the survey results show that Vodacom subscribers are loyal to their network. The results do indicate that this market segment is very brand conscious, regardless of their economic background.

CONCLUSION

INTRODUCTION

KEY MARKETING IMPLICATIONS

GENERAL
EMPLOYMENT HISTORY
CELLULAR PREFERENCES
NETWORK PROVIDER PERFORMANCE
CURRENT CELLULAR PACKAGE ANALYSIS
BRAND AWARENESS
THE INTERNET
FUTURE CELLULAR SERVICE EXPECTATIONS

It is important for the marketer that this segment of the population has already decided on the cellular market and will continue to do so. As reiterated above, the researcher claims that this segment of the market. This particular segment of the market seems to be very brand conscious and Nokia is definitely considered a preferred brand.

However, the results of this study show that this segment of the market is somehow gaining new phones. Therefore, marketers would be advised to nurture this segment and take advantage of the opportunity to build strong brand loyalty and recognition as this segment could evolve into network-loyal consumers of the future. Financially, this segment of the market is viable, with over 53% of respondents spending between R51 and R200 per month on mobile phone costs.

Short Message Service (SMS) and "Please Call Me" features are widely used by this segment of the market. This survey had found that picture messaging is not popular with very few respondents using this feature. As an added feature, future research could also delve into the specific programs that such a segment of the population enjoys and then strategically place TV ads.

CONCLUSION

28 Which of the following contact points alerted you to VODACOM as a mobile network? 29 Which of the following contact points alerted you to MTN as a mobile network. 30 Which of the following contact points alerted you to CELL C as a mobile network.