Consumer's preferences for a landline and mobile : voice convergent price plan
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/7645 |
Resumo: | The objective of this dissertation is to analyze consumers’ preferences for a landline and mobile voice convergent price plan within a restricted social network (composed by a landline phone and 3 mobile phones). Thus, we estimate the different willingness to pay for three types of unlimited calls and for a twelve month retention period. By following a choice-based conjoint analysis, we find that the type of communication most valued is the Mobile to Mobile and, on the other hand, Landline to Mobile is the least. As for the retention period, it is negatively evaluated by the consumers. Additionally, our segmentation analysis shows, among other conclusions, that such convergent voice price plan is most valuated by consumers with a monthly landline spending equal or greater than €11. Furthermore, we observe that the “female” segment presents the highest willingness to pay for mobile to mobile communications. Considering our conclusions, we bring forth the idea of (1) leveraging the landline to mobile communications by tying it with mobile communication and (2) advertising the product from the landline service as well as from the mobile service’s perspective. On the landline service, we suggest that a notification on the landline’s invoice is presented to customers that spend more than €6 on contacts associated to 3 mobile phones. As for the mobile service, we recommend female-targeted advertisements as they value more the unlimited mobile communications. |
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Consumer's preferences for a landline and mobile : voice convergent price planNetwork effectCritical massSocial network based price planBundlingChoice-based conjoint analysisEfeito redeMassa críticaPlanos tarifários tribaisThe objective of this dissertation is to analyze consumers’ preferences for a landline and mobile voice convergent price plan within a restricted social network (composed by a landline phone and 3 mobile phones). Thus, we estimate the different willingness to pay for three types of unlimited calls and for a twelve month retention period. By following a choice-based conjoint analysis, we find that the type of communication most valued is the Mobile to Mobile and, on the other hand, Landline to Mobile is the least. As for the retention period, it is negatively evaluated by the consumers. Additionally, our segmentation analysis shows, among other conclusions, that such convergent voice price plan is most valuated by consumers with a monthly landline spending equal or greater than €11. Furthermore, we observe that the “female” segment presents the highest willingness to pay for mobile to mobile communications. Considering our conclusions, we bring forth the idea of (1) leveraging the landline to mobile communications by tying it with mobile communication and (2) advertising the product from the landline service as well as from the mobile service’s perspective. On the landline service, we suggest that a notification on the landline’s invoice is presented to customers that spend more than €6 on contacts associated to 3 mobile phones. As for the mobile service, we recommend female-targeted advertisements as they value more the unlimited mobile communications.O objectivo desta dissertação é analisar as preferências dos consumidores por um tarifário convergente de voz fixa e móvel para um grupo social restrito (constituído por um telefone fixo e três telemóveis). Deste modo, estimamos a disponibilidade a pagar por três tipos de comunicações ilimitadas e por um período de fidelização de doze meses. Tendo por base uma “choice-based conjoint analysis”, concluímos que o tipo de comunicação mais valorizada são as comunicações entre telemóveis mas, por outro lado, as comunicações do telefone fixo para os telemóveis são as menos valorizadas. Em relação ao período de fidelização, este é negativamente valorizado pelos consumidores. Adicionalmente, a nossa análise de segmentação evidencia, entre outras conclusões, que esse tarifário de voz convergente é mais valorizado por consumidores que possuem uma despesa associada ao telefone fixo igual ao superior a €11 mensais. Para além disso, observamos que o segmento feminino apresenta a maior disponibilidade para pagar pelas comunicações entre telemóveis. Tendo por base as nossas conclusões, propomos (1) alavancar as comunicações do telefone fixo para o móvel através da associação destas com as comunicações móveis e (2) promover o produto da perspectiva do serviço fixo tal como o do móvel. No caso do serviço fixo sugerimos implementar uma comunicação na factura de clientes que possuam um gasto mensal de €6 em chamadas realizadas para 3 telemóveis. Quanto ao serviço móvel, recomendamos desenvolver campanhas direccionadas para o sexo feminino, pois este valoriza mais as comunicações móveis.Machado, FernandoVeritati - Repositório Institucional da Universidade Católica PortuguesaMesquita, Nuno Ricardo Pedrulho2012-01-27T08:36:06Z201120112011-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/7645enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-09-26T01:40:29Zoai:repositorio.ucp.pt:10400.14/7645Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:07:39.522031Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Consumer's preferences for a landline and mobile : voice convergent price plan |
title |
Consumer's preferences for a landline and mobile : voice convergent price plan |
spellingShingle |
Consumer's preferences for a landline and mobile : voice convergent price plan Mesquita, Nuno Ricardo Pedrulho Network effect Critical mass Social network based price plan Bundling Choice-based conjoint analysis Efeito rede Massa crítica Planos tarifários tribais |
title_short |
Consumer's preferences for a landline and mobile : voice convergent price plan |
title_full |
Consumer's preferences for a landline and mobile : voice convergent price plan |
title_fullStr |
Consumer's preferences for a landline and mobile : voice convergent price plan |
title_full_unstemmed |
Consumer's preferences for a landline and mobile : voice convergent price plan |
title_sort |
Consumer's preferences for a landline and mobile : voice convergent price plan |
author |
Mesquita, Nuno Ricardo Pedrulho |
author_facet |
Mesquita, Nuno Ricardo Pedrulho |
author_role |
author |
dc.contributor.none.fl_str_mv |
Machado, Fernando Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Mesquita, Nuno Ricardo Pedrulho |
dc.subject.por.fl_str_mv |
Network effect Critical mass Social network based price plan Bundling Choice-based conjoint analysis Efeito rede Massa crítica Planos tarifários tribais |
topic |
Network effect Critical mass Social network based price plan Bundling Choice-based conjoint analysis Efeito rede Massa crítica Planos tarifários tribais |
description |
The objective of this dissertation is to analyze consumers’ preferences for a landline and mobile voice convergent price plan within a restricted social network (composed by a landline phone and 3 mobile phones). Thus, we estimate the different willingness to pay for three types of unlimited calls and for a twelve month retention period. By following a choice-based conjoint analysis, we find that the type of communication most valued is the Mobile to Mobile and, on the other hand, Landline to Mobile is the least. As for the retention period, it is negatively evaluated by the consumers. Additionally, our segmentation analysis shows, among other conclusions, that such convergent voice price plan is most valuated by consumers with a monthly landline spending equal or greater than €11. Furthermore, we observe that the “female” segment presents the highest willingness to pay for mobile to mobile communications. Considering our conclusions, we bring forth the idea of (1) leveraging the landline to mobile communications by tying it with mobile communication and (2) advertising the product from the landline service as well as from the mobile service’s perspective. On the landline service, we suggest that a notification on the landline’s invoice is presented to customers that spend more than €6 on contacts associated to 3 mobile phones. As for the mobile service, we recommend female-targeted advertisements as they value more the unlimited mobile communications. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011 2011 2011-01-01T00:00:00Z 2012-01-27T08:36:06Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/7645 |
url |
http://hdl.handle.net/10400.14/7645 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131746079342592 |