Author
Listed:
- Saqib Bashir
(College of Statistical and Actuarial Science, University of the Punjab, Pakistan)
- Waqas Talib
(School of Management, Wuhan University of Technology, Wuhan, China)
- Ayesha Nawaz
(Department of Education, Khwaja Fareed University of Engineering and Information Technology, Pakistan)
- Akbar Ali
(Department of Physical Education and Sports Sciences, The Islamia University of Bahawalpur, Pakistan)
- Saad Saleem
(Department of Management Sciences, University of Okara, Pakistan.)
Abstract
This study examines the preferences and perceptions of Punjab University students regarding cellular mobile service providers in Pakistan. As the cellular industry expands rapidly, understanding user satisfaction, service expectations, and switching behavior is increasingly important. The research aims to identify factors influencing students' choices, including service quality, coverage, pricing, technological innovation, and advertising impact. A stratified random sample of 275 students was selected from 50 departments across 12 faculties. Data were collected through a structured questionnaire and analyzed using frequency distributions, graphical representations, and descriptive statistics. Findings reveal that Warid is perceived as offering the best customer service, while lower call and SMS charges significantly influence user preferences. Most respondents spend less than Rs. 200 per month on mobile services, indicating high price sensitivity. The study also shows that users generally agree that service providers are adopting new technologies to improve connectivity and performance. Overall, the results highlight the importance of competitive pricing, reliable service quality, and effective customer support in shaping brand loyalty. Recommendations include enhancing promotional strategies, improving service features such as SMS and internet usage, and strengthening customer care to attract and retain subscribers.
Suggested Citation
Saqib Bashir & Waqas Talib & Ayesha Nawaz & Akbar Ali & Saad Saleem, 2025.
"Market Competition and User Choice in Pakistan Cellular Industry: A Case Study,"
Post-Print
hal-05839760, HAL.
Handle:
RePEc:hal:journl:hal-05839760
DOI: 10.59324/jaitd.2025.1(1).01
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