Customer perceptions of cellular phone services, attributes and factors influencing selection/preference

The study assessed customer perceptions of cellular phone services (five), attributes/features (twelve) and factors (four) impacting on selection/preference. The empirical study was undertaken in KwaZulu-Natal and comprised of 476 cell phone subscribers, drawn using the multi-stage sampling technique. Data was collected using a self-developed, closed-ended, precoded questionnaire, the reliability of which was assessed using Cronbachʹs coefficient alpha. Data was analysed using descriptive and inferential statistics. The results indicate that the most important cell phone service is the short messaging/multi-media systems and the most important attribute is the battery life. Other significant services and attributes/features were also noted. The factor having the greatest influence on selection/preference of the cell phone was related to having the latest technology. Age reflected the most significant biographical correlates whilst gender differences were not noted. The key findings were graphically depicted in a flowchart and recommendations were made in terms of market segmentation, product design, product development and, promotional and marketing strategies.