03592nas|a2200433 i 4500 20260817162244.0 121095s1993 th uu m rtt 00| a1eng d .b10079555 AIT RSPR no. SM-93-26 Shein, Nge Nge Analysis and assessment of the market for the mobile phone in Thailand Bangkok : Asian Institute of Technology, 1993 30, [29] leaves : ill. Research studies project report ; no. SM-93-26 A research study submitted in the partial fulfillment of the requirement for degree of Master of Business Administration. Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1993 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. Marketing research Cellular radio Thailand Hertzberg, E, Chairperson Swierczek, F.W., Examination Committee B, Atipol., Examination committee Government of Switzerland., Scholarship donor Asian Institute of Technology. Research studies project report ; no. SM-93-26 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B16120 .b10079555 mnait y 240410 2 951012 m a y 0 mnait mnait mnarc 20 22 40 Barcode : 30050120909634 CREATED : 1995-10-13 RECORD # : i10080788 LPATRON : 1020423 LCHKIN : 2009-09-30 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 1 TOT RENEW : 0 Barcode : 30050120597264 CREATED : 2012-11-14 RECORD # : i12715876 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050160105523 CREATED : 2016-04-21 RECORD # : i1294614x LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 4455 4455 0 0 0 0 MAIN MAIN mnait 2026-08-17 10.00 0 AIT RSPR no. SM-93-26 30050120909634 2026-08-17 16:22:44 1 2026-08-17 20 0 0 0 0 MAIN MAIN mnait 2026-08-17 0 AIT RSPR no. SM-93-26 30050120597264 2026-08-17 16:22:44 3 2026-08-17 22 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no. SM-93-26 30050160105523 2026-08-17 16:22:44 2026-08-17 40