Factors influencing students' choice of mobile telephone networks

Abstract

This research aimed at finding out the factors affecting students’ choice of mobile telephone network. Specifically, the study analyzed how the service quality of the network, prices and costs associated with the different networks and knowledge about the various telecommunication networks influenced the students’ choice of the mobile telephone networks in Uganda. The study used primary data, which was collected from Makerere University students at the School of Statistics and Planning, Pearson chi square was used to measure the association between dependent and independent variables. The study established a statistically significant relationship between gender and choice of network, p (0.030). This implies that the type of gender influences the choice of a student’s mobile telephone network. Using the logistic regression, the study also established a significant relationship between tuition payment difficulty and working status of a student, p (0.019). Most of the males are likely to choose MTN (49%) and most of the females are also likely to choose MTN (70%). As regards the working status of the respondents, there was a significant relationship between the working status and the choice of the mobile telephone network, p (0.032). This means choice of network is dependent on whether the respondent is working or not. Majority of the students working (60%) are likely to choose MTN. However, MTN and Airtel share an equal percentage of the students who are not working (42%). Mobile telephone service providers should conduct research on how to use the gender preferences and working status of students in order to make informed decisions on the services they might provide to customers, since gender comes out to be a significant factor when choice of the network is being made.