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

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.