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035 _a.b10079555
099 9 _aAIT RSPR no. SM-93-26
100 1 _aShein, Nge Nge
245 1 0 _aAnalysis and assessment of the market for the mobile phone in Thailand
260 _aBangkok :
_bAsian Institute of Technology,
_c1993
300 _a30, [29] leaves :
_bill.
490 1 _aResearch studies project report ;
_vno. SM-93-26
500 _aA research study submitted in the partial fulfillment of the requirement for degree of Master of Business Administration.
502 _aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 1993
520 _aMarket 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.
650 0 _aMarketing research
650 0 _aCellular radio
_xThailand
700 1 _aHertzberg, E,
_eChairperson
700 1 _aSwierczek, F.W.,
_eExamination Committee
700 1 _aB, Atipol.,
_eExamination committee
710 2 _aGovernment of Switzerland.,
_eScholarship donor
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-93-26
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B16120
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