INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016
Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI)
This study explores the factors influencing the purchasing behavior of mobile internet packages among consumers in Sri Lanka. The telecommunications industry has witnessed significant growth globally, with advancements in technology driving the adoption of mobile internet services. Through a comprehensive analysis, this research identifies the key factors shaping consumer decisions regarding mobile internet package purchases. The study utilizes data collected from 100 participants, primarily university students, representing a demographic highly engaged with online platforms. Through factor analysis, three primary factors are identified: external factors, descriptive features, and technical specifications of mobile internet packages. These factors play a crucial role in influencing consumer purchasing decisions. The findings highlight the dominance of specific mobile internet service providers, notably Dialog, and underscore the prevalence of youth engagement in mobile internet usage. The study suggests that mobile internet service providers can enhance customer satisfaction by focusing on these identified factors when designing and marketing their packages. Furthermore, gender-neutral purchasing patterns are observed, suggesting the importance for providers to tailor services to meet the needs of both male and female consumers. Additionally, the study reveals a significant preference among younger demographics for mobile internet usage, signaling an opportunity for providers to cater to the preferences of this youthful segment. Overall, this research offers valuable insights for mobile internet service providers in Sri Lanka to optimize their offerings and marketing strategies, ultimately fostering a satisfied and loyal customer base.
Keywords:
Mobile internet packages, consumer behavior, telecommunications industry, factor analysis
Cite Article:
"Factors influencing the Purchasing Behavior of Mobile Internet Packages", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.9, Issue 3, page no.f542-f546, March-2024, Available :http://www.ijnrd.org/papers/IJNRD2403562.pdf
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ISSN:
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
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