Full description
The data analyses consumers' decision making processes in the telecommunications market. The dataset includes both autoethnographic videographies and experimental quantitative data.The data comprises an extended autoethnographic methodology with 22 participants. Participants recorded video diaries, written diaries and extended interviews about their experiences looking for a mobile phone service. It also includes a quantitative experiment with 517 participants to examine, under close to real conditions, how consumers make decisions. This involved advertising and sales scenarios looking at the effect of bundling and limited time offers in advertising on consumer perceptions and purchase intentions; the effect of unit pricing and the presentation of terms and conditions information in advertising on consumer perceptions and purchase intentions; and the effect of information and the mode of its presentation in personal selling on consumers’ perceptions.
Subjects
Marketing not elsewhere classified |
autoethnography |
consumer behaviour |
experiment |
sales |
telecommunication |
terms and conditions |
unit pricing |
User Contributed Tags
Login to tag this record with meaningful keywords to make it easier to discover
Identifiers
