Strategic planning based on consumers' decision making process towards mobile telecommunications operators

摘要

The current research is based on the analysis of the factors that influence the buying decision, as they are described by Dubois & Jolibert, 1994, Boier, 1994, applied on the mobile telecommunications operators' clients. These factors can be grouped in several categories such as: economic factors, social factors, cultural factors, psychological factors. The questionnaire based survey was made during March-April 2013 on a sample of 165 mobile telecommunications clients, with an error of 5%. Statistical methods used to interpret the gathered data were: descriptive statistics, t test, factor analysis. Hypotheses were created based on the results of the study, while the software used to obtain the results was SPSS, version 16.0 for Windows XP. This analysis comes up with solutions for further strategic planning of the operators based on the decision process of their consumers and the main elements that influence it.