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Preferred Information Sourceswhen Choosing A Mobile Operator

Author

Listed:
  • Nina Zlateva

    (Varna University of Management, Bulgaria)

  • Lambrin Kiriakov

    (Varna University of Management, Bulgaria)

Abstract

The aim of this exploratory research is to evaluate the role of information search in the consumer decision models in the context of the Telecommunication sector. A total of 508 customers of Bulgarian telecoms participated in a survey investigating their preferences for the sources of information, when choosing a mobile operator. The results prove that the most valued by the customers information sources are ?Advice from relatives and friends?and ?Advice from the shop assistant in the store?. The female respondents exhibit a stronger preference to receiving advice from the shop assistant compared to men, while male respondents rely more on internet research compared to women. The results of Kruskal-Wallis ?2 test indicate that the age of the customers impacts the respondents‘ evaluation of the importance of ?Advice from the shop assistant?. The subscription period is having a significant impact on the preferences for three of the sources.

Suggested Citation

  • Nina Zlateva & Lambrin Kiriakov, 2020. "Preferred Information Sourceswhen Choosing A Mobile Operator," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 287-300.
    • Handle: RePEc:vrn:cfdide:y:2020:i:1:p:287-300
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    File URL: https://ue-varna.bg/~uevarna/uploads/filemanager/303/publishing-complex/2020/Economic_science_education_real_economy_T3_2020.pdf
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    More about this item

    Keywords

    Telecommunications; Mobile operators; Information search; Decision making process; Bulgarian market;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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