FACTORS AFFECTING CONSUMER CHOICE OF MOBILE SERVICE PROVIDER IN KUNMING, CHINA

Abstract

The objectives of this study were: 1) To study the marketing mixed toward customer choice in using the service of Telecommunication in Kunming, China. 2) To study the consumer behavior toward customer choice in using the service of Telecommunication in Kunming, China. And 3) To study the relationship of factor that influence the customer choice in using the service of Telecommunication in Kunming, China. Population consists of in Kunming was 6.626 million. The samples were 400 peoplein Kunming, China as determined by Taro Yamane formular. The research instrument was a 5 rating scale questionnaire. Statistics used for data analysis were percentage, frequency, mean, standard deviation and correlation coefficient.
The research results revealed that: 1) the marketing mix 7Ps were significant to influence with consumer choice of the telecommunication service provider in Kunming, China. 2) Consumer behavior can significantly influence a customer’s choice of telecommunication service providers in Kunming, China. It’s determined that if China Telecom, China Unicom, and China Mobile operators strive to improve the factors of consumer behavior, they will get the benefit of attracting customers' attention and making purchase decisions. and 3) make decisions based on marketing mixed and reliability are the most acceptable and it is found that consumer behavior has a high positive relationship with the decision to use mobile phone network services at a statistical significance at the 0.001, environment (Mean = 3.84, SD = 0.615) and the entertainment (Mean = 3.80, SD = 0.6).