| dc.description.abstract | There are four cell phone service providers in Kenya. Each company is using various marketing strategies to win customers' loyalty. The aim of this study is to establish the effectiveness of pricing strategies on brand loyalty among cell phone users in Ol-Kalou location The objectives of the study were to establish the level of customers' awareness of the prices charged by the cell phone service provider(s) on various services they enjoy as well as the effectiveness of pricing strategies used by the mobile phone. service providers in creating brand loyalty.
The study was conducted on 200 residents of Ol-Kalou location who were chosen using multi-stage sampling criteria. Cluster sampling was used to sub-divide the location into five sub-locations. Simple random sampling was used to identify the respondents depending on the number of households in each sub-location. Primary data was collected using semi-structured questionnaire. 156 questionnaires which were 78% of the expected total were dully completed. The data was analyzed using descriptive data analysis tools like percentages, mode, mean, standard deviation, frequencies and statistical package of social sciences-PC version.
From the study, it was clear that most people in Ol-Kalou location only uses basic features of their cell phone like voice calls, text messages, checking balance and transferring of money. They rarely use high computing services of smart phones like internet, multimedia messaging among others. The level of awareness of the prices charged on various services residents enjoys stands at an average of 35.53%. Most of them shift from one cell phone service provider to the other.
The major reasons being the prices charged, extra services provided and influence from friends, relatives, colleagues and business associates. The cell phone service providers should use appropriate pricing strategies to win customers' loyalty. Most respondent preferred being charged low prices, uniform prices across all the networks and being given promotional offers occasionally. However, marketing programs to create awareness on various services provided by service providers on the cell phones and their respective tariff charges should be enhanced | en_US |
