The Impact of Sport Sponsorship on a Telecom Company

By

CHAPTER 4: ANALYSIS

Introduction

In this chapter the analysis has been done from the data which was collected from the Saudi broadband customers and Saudi broadband companies' managers. In this chapter the data has been analyzed into two phases, in the first phase the data from Saudi customers was collected via questionnaires. The customers were asked via twitter to fill the questionnaire. On the second phase the managers of top Saudi broadband companies were interviewed via telephone calls and asked regarding their products and services etc. The total respondents of the questionnaire were 354. After analyzing, the over summary of this chapter has been provided.

Descriptive Analysis of the Sample

Age

Respondents vary in their age group with over 48% of them are between 26-35 years old followed by over 37% of the respondents aged between 16-25 years old. Then the age group between 36-45 years old is about 11.6% of the sample. There is 2% of the customers who are having an age above 45 years and 1% is below 16 years only. Overall, this shows that respondents are relatively young with an average age of about 28 years old.

Gender

For this research study the sample included both male and females but the percentage of males is greater than females. In this sample, the males are 305 and females are 48, the males are 86.40% and females are 13.60%. The percentages depict that in Saudi Arabia the females are less interested in watching football than men.

Descriptive Analysis of STC Customer

Length of relationship with STC The customers of STC are more associated with the company for more than 2 years. The reason behind customer's long association with STC is due to its best quality services. There are 26% customers who are just signed up with STC, this depicts that because of the positive image and best services of the company the customers are still interested to join this company.

STC Customers and Football

Watching Football on TV

Saudi people prefer to watch the football game on TV for more than 2 hours in a day. Around 33.3% participants of the sample watch football more than 2 hours in a day, 17% people watch football matches just 1 hour in a day, 16 % watch matches once in a week and 17% and 15% watch matches on the trophy and FIFA matches. The 33% depicts that the people watch the football match daily with more than 2 hours a day. This means the company has taken the right decision by signing the deal for their customers because they are interested in football matches.

Customers' Favourite local Team

In Saudi Arabia, people fully support their local football teams; around 90.11% customers of STC replied that they do have favourite local teams. Only 4% replied that they do not have any favourite local favourite team may be they do not watch football matches or they do not like the local football teams. There are 5% STC customers who do not ...