Efficiency of Sales Promotions in Cellular Industry of Pakistan

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

The mobile telecom industry in Pakistan is blooming and has fierce competition between different cellular service provider companies. Only a company with its better Quality of Service can survive. By quality of service, we mean how well a company has designed its processes to meet the customer requirements and satisfaction and which ethical practices are followed by the companies to enhance their customer base. The paper consists of the ways through which the cellular companies are Pakistan promote their business in the competitive market.

Table of Contents

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 1: INTRODUCTION1

Background of the Study1

Aim of the research2

Research Questions2

Significance of the Research2

CHAPTER 2: LITERATURE REVIEW3

Mobile Industry of Pakistan3

Cellular Companies of Pakistan3

Issues in the cellular industry of Pakistan4

Opportunities5

CHAPTER 3: METHODOLOGY6

Mixed Research6

Classification of research methods6

Multi-method studies7

Mixed-method studies7

Research Design7

Research Instrument7

Literature Selection Criteria8

Search Technique8

Keywords Used8

REFERENCES9

CHAPTER 1: INTRODUCTION

Background of the Study

In the most developed countries laptops, Wi-Fi and faster and faster wireless telecom networks have for long time made mobile access to various digital services possible while on the move. Still, large and instant mobile communities can only rely on more portable devices, such as mobile phones. Mobile devices are often the only access to Internet and digital services. The number of mobile devices being used in developing countries has exceeded four billions and is still growing. Especially in developing countries like Pakistan, the cellular industry is expanding day by day (Kamalanabhan, 2001, pp 111).

It is all because of the extra ordinary campaigning of the cellular companies that are operating in Pakistan. In this paper, we will analyze the various mobile communities functioning in Pakistan and the immense promotions that they do to increase their sales through different forms of media such as television commercials, print media, social media sites and several other ways. We will discuss the phenomena encountered in developing countries, like how the mobile technology transforms the rural areas. We will take a closer look at the development in Pakistan in the telecommunication sector because of the efficiency of sales promotions in cellular industry of Pakistan (MacKoy, 1996, pp 201).

Aim of the research

The research aims to assess the efficiency of sales promotions in cellular industry of Pakistan and the affect it has made on the overall industry.

Research Questions

The study will analyze the following research questions:

What is the role of mobile phones in the cellular industry of Pakistan?

What is the efficiency of sales promotions in cellular industry of Pakistan?

What is the affect of the cellular industry in the overall economy of Pakistan?

What is the impact of telecommunication service quality (TSQ), ...