PREFERRED INFORMATION SOURCES WHEN CHOOSING A MOBILE OPERATOR
PREFERRED INFORMATION SOURCES WHEN CHOOSING A MOBILE OPERATOR

Author(s): Nina Zlateva, Lambrin Kiriakov
Subject(s): Economy, Business Economy / Management
Published by: Икономически университет - Варна
Keywords: telecommunications; mobile operators; Information search; decision making process; bulgarian market
Summary/Abstract: The aim of this exploratory research is to evaluate the role of information search in the consumer decision models in the context of the Telecommunication sector. A total of 508 customers of Bulgarian telecoms participated in a survey investigating their preferences for the sources of information, when choosing a mobile operator. The results prove that the most valued by the customers information sources are ―Advice from relatives and friends‖ and ―Advice from the shop assistant in the store‖. The female respondents exhibit a stronger preference to receiving advice from the shop assistant compared to men, while male respondents rely more on internet research compared to women. The results of Kruskal-Wallis χ2 test indicate that the age of the customers impacts the respondents‘ evaluation of the importance of ―Advice from the shop assistant‖. The subscription period is having a significant impact on the preferences for three of the sources.

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