Impact of socio-demographic factors on the choice of telecommunications service providers: a case study of areas of Kikoni, Makerere, Kasubi and Kikumi kikumi

Abstract

This study investigates the impact of socio-demographic factors on consumer choice of telecommunication service providers in Uganda, focusing on gender, income, age, education, and location. The research problem centers on the challenges faced by telecom providers in retaining customers amidst intense competition and frequent switching of providers. Using a descriptive research design, data was collected via questionnaires from 164 respondents in Makerere, Kikoni, Kasubi, and Kikumi Kikumi areas. Data analysis involved descriptive statistics, Pearson Chi-square tests, and regression analysis to determine the relationships between socio-demographic factors and customer choices. Key findings indicate that gender significantly influences consumer choice, with males less likely to be attached to specific providers. Additionally, network coverage, internet speed, call quality, and brand reputation emerged as critical determinants of consumer preference, while factors like income, age, education, and occupation showed minimal influence. The study recommends that telecom providers focus on product differentiation and align services with socio-demographic needs, emphasizing quality and technological advancements to improve customer satisfaction and market share. Further research is suggested to explore these dynamics in broader contexts and larger samples to refine strategies for customer retention and acquisition.