TVCs of Innovative Offerings and Consumer Switching Behavior of Cellular Service Providers, in Rawalpindi & Islamabad

Abstract

In pursuance of determining the viability of Television Commercials (TVCs) of cellular service providers to influence competitors’ customers to switch to their networks, the present study empirically examined the effects of advertising particularly TVCs of cellular service operators on customer behavior by closely analyzing the advertising strategy & TVCs of all operators and comparing the cellular operators perspective, through an operator survey in form of a structured questionnaire from respective official of each of the five cellular operators, with customer prospective assessed through an exclusive customer survey in form of questionnaire carried on sample population of 220 mobile service customers selected through convenient sampling from Rawalpindi & Islamabad. It has been Proved that in current intensive competitive environment with stagnating growth confronting cellular service providers, massive advertising particularly TVCs is necessary to ensure presence in customers minds for brand recognition as well brand recall. But customer survey results also indicate that still majority customers remain loyal to their respective networks so this strategy has not as yet materialized the expected results. Cellular operators are able to get the targeted percentage of trial besides existing market share. However, consumer’s behavioral response to the aggressive media call will also remain dependent upon the actual service differentiation which operators need to improve upon.