Marketing Assignment 代写：巴基斯坦手机
Marketing Assignment 代写：巴基斯坦手机
Luxurious inventions are the marvelous output of technological revolution. Up-gradation of communication channels has given a new face to the ways of correspondence among people thousands of miles away from each other. Fixed telephone was invented in 19th century but invention of a “portable” cell phone was a fast turn into the chain of technological expansion. A furious growth can be seen into the development mobile phone technology. First official mobile phone was used in 1946 by Swedish Mobile and 1st strictly calling “portable cell phone” was created by company, Motorola, in 1983. Afterwards, mobile phone usage proved to be contagious over period of time. Researches revealed that 1 billion mobile phone users were accumulated in 20 years after its creation but growth was so unbelievable that it took just 40 months to strap up another 1billion and then only 2 years to hit the 3.5billion usersâ€Ÿ mark (www.mobilephonereviews.org). On the list of top 10 countries, Pakistan ranked 10th with largest number of mobile phone subscribers (www.blog.myxnote.com). An increase from 300,000 (2001) to 90 million (2008) in Pakistan has been observed (www.techlahore.com). Total mobile phone users were estimated to be 98 million in May, 2010 as per announcement made by Pakistan Telecommunication Authority (PTA). Mobile phone users were growing at a rate of 0.55% in April, 2010 and this rate increased to 0.72% in May, 2010 (Attaa). Mobile phone industry has become a prevailing industry of the country due to its very high growth rate. Its users are multiplying with each day passing and it encompasses almost all type of customer segments including not only students but professionals as well. Hence, identification of preferences of selecting mobile brands and services providers among mobile phone users in Pakistan is of immense significance with a special attention made to the students to explore their time management with regard to mobile phone usage and other important tasks to be performed in daily life so current study would be a value addition to this sphere of research. In the recent times the use of mobile phones is growing at a rapid pace. Many researchers have put forward the advantageous aspects of mobile phone usage. This medium allows youngsters to develop new relationships and to sustain the older ones (Power and Horstmanshof, 2004). Many researchers proclaimed that in case of emergency mobile phone usage increases the sense of security (Chapman and Schofield, 1998; Taylor and Harper, 2001; Carroll et al. 2002). Mobility, access and expediency are the conveniences provided by mobile phone technology that youngsters use for their social fulfillment (Tjong et al. 2003). Mobility availed by using cell phones enable busy working parents to keep in touch with their children (Frissen, 2000; Matthews, 2004). The mobile phone has turned into necessity rather than luxury, these has become as common as radio or television. Srivastava (2005), “the mobile phone has shifted from being a ‘technological object’ to a key ‘social object’ as communication with others is the main purpose for mobile phone purchasing”. In Pakistan, tremendous growth has been seen in the mobile telephone market after 2000. “By March 2009, Pakistan had 91 million mobile subscribers – 25 million more subscribers than reported in the same period 2008”, Brecorder (2009). “The contribution of telecom sector to the national exchequer increased to Rs 110 billion in the year 2007-08 on account of general sales tax, activation charges and other steps as compared to Rs 100 billion in the year 2006-07”, statpak (2009). The figures suggest that Pakistan is highly expanding country in terms of mobile phone usage. This is an exploratory study of the Purchasing decisions of mobile consumers in Sindh, would be an important addition to understand the behavior when deciding on which mobile brand and service provider to subscribe. The study is a quantitative one which would be conducted with a convenience sample of students as well as graduates from different students of business schools of public and private Universities in Sindh. At this stage in the research, the attributes of mobile service providers sought by young Generation will be generally defined as buying decisions made by students of various universities. There has been considerable research done by Rahman and Azhar (2010) and Kinley et al (2010) on young generation and their purchase behavior regarding cell phone. Many researchers have put forward the advantageous aspects of mobile phone usage. This medium allows youngsters to develop new relationships and to sustain the older ones (Power and Horstmanshof, 2004). Many researchers proclaimed that in case of emergency mobile phone usage increases the sense of security (Chapman and Schofield, 1998; Taylor and Harper, 2001; Carroll et al. 2002). Mobility, access and expediency are the conveniences provided by mobile phone technology that youngsters use for their social fulfillment (Tjong et al. 2003). Mobility availed by using cell phones enable busy working parents to keep in touch with their children (Frissen, 2000; Matthews, 2004). Also, short messaging service (SMS) promotes interactivity among students and this leads to increased learning in classroom during the lecture (Markett, 2006). Mobile phone technology allows students to share their experiences with their families and to keep in touch with them. It provides them a mean to fulfill their family roles and to get emotional and psychic support from their families (Chen et al. 2007). Effective communication enhances the productivity and mobile phone usage provides with revolutionized ways of communication among colleagues, family members and peer groups (Ling and Yttri, 2002). Youngsters are very much keen about their acceptance in peer groups and they use mobile phone as a medium to get that recognition (Cova , 1994).