IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v14y2022i1p1-15.html
   My bibliography  Save this article

Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning

Author

Listed:
  • Dr Michael Boakye Yiadom
  • Madéle Tait

Abstract

The mobile network industry of Ghana continuously experiences tremendous growth and opportunities for citizens and subsidiary companies worldwide, yet little is known about the profile features of mobile network customers. Mobile network operators need to understand the joy, fun, taste, preferences, feelings, emotional behaviour, lifestyle and satisfaction the individual customers derive from their offerings. This will enable the businesses to design effective and appropriate programmes which appeal to the various segments in which they operate and to assist the network operators to position themselves well in the minds of the target market. The primary objective of this paper is to establish a mobile network customers’ profile, as well as to compare and explore the differences or similarities between their experience dimensions, regarding their age, gender, education and the region they reside in. This information can assist network operators to decide how to treat each segment and whether to offer the same or unique marketing and positioning strategies to the groups. The study adopted a descriptive design and quantitative approach and a total of 415 participants completed the survey, which was analysed through frequency distribution and IBM Amos version 25 with multivariate variances conducted. Statistically significant differences were identified in age, gender, level of education and respondents’ regional locations that could provide operators with sustainable revenue from continued investment.

Suggested Citation

  • Dr Michael Boakye Yiadom & Madéle Tait, 2022. "Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning," Information Management and Business Review, AMH International, vol. 14(1), pages 1-15.
    • Handle: RePEc:rnd:arimbr:v:14:y:2022:i:1:p:1-15
    DOI: 10.22610/imbr.v14i1(I).3269
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/3269/2097
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/3269
    Download Restriction: no
    File URL: https://libkey.io/10.22610/imbr.v14i1(I).3269?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Dainora Grundey, 2008. "Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 11(29), pages 133-151, (3).
    2. Siiri Same, 2014. "Experience Marketing in Country Branding: Theoretical Developments and an Estonian Case Study," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(1).
    3. Michael Boakye Yiadom & Madéle Tait, 2021. "Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana," Journal of Economics and Behavioral Studies, AMH International, vol. 13(2), pages 34-44.
    4. Felix Amoah & Laetitia Radder & Marlé van Eyk, 2018. "Profile Variables as a Basis for Segmenting Markets: A Guesthouse Perspective," Journal of Economics and Behavioral Studies, AMH International, vol. 10(3), pages 60-73.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Michael Boakye Yiadom & Madéle Tait, 2021. "Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana," Journal of Economics and Behavioral Studies, AMH International, vol. 13(2), pages 34-44.
    2. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    3. Antoniades George & Briede Dace & Kontina Marta & Milevica Inga & Stige-Skuskovnika Vita, 2020. "Influencers’ Engagement in a Brand Communication: Latvia and Cyprus Cases," Economics and Culture, Sciendo, vol. 17(1), pages 53-61, June.
    4. Yasin, Mahmoud & Liébana-Cabanillas, Francisco & Porcu, Lucia & Kayed, Rasem N., 2020. "The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Valentina Della Corte & Enrico DiTaranto, 2014. "Quality in marketing process and networking value co-creation: some evidences in hospitality industry," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 53-80.
    6. Lamin B. Ceesay, 2020. "Building a High Customer Experience Management Organization: Toward Customer-Centricity," Jindal Journal of Business Research, , vol. 9(2), pages 162-175, December.
    7. Dr. Ashutosh Nigam, 2012. "Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intensions in Organized Quick Service Chain Restaurants Shoppers Using Structural Equation Modeling Approach," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 7(2), pages 18-25, October.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:14:y:2022:i:1:p:1-15. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.