VIRTUAL UNIVERSITY

RESEARCH TOPIC
Impact of Newspaper Advertisement on Customer Behavior in Telecom
Sector of Pakistan

SUPERVISOR
Syed Aamir Abbas

AUTHOR
Saqlain Sher
MB13098745
Management (Business Administration)
Saqlainsher@hotmail.com

SUBMISSION DATE
20th March, 2016
Table of Contents
INTRODUCTION........................................................................................................... 1
Rationale of the study............................................................................................. 2
Statement of the problem....................................................................................... 3
Research Objectives................................................................................................ 3
LITERATURE REVIEW AND PROPOSED THEORETICAL FRAMEWORK............................4
Theoretical & Conceptual Framework....................................................................10
Dependent Variable............................................................................................ 11
Independent Variables........................................................................................ 11
RESEARCH DESIGN................................................................................................... 12
Type of Research................................................................................................... 12
Research Paradigm................................................................................................ 12
Nature of Research Study...................................................................................... 13
Data Collection Sources........................................................................................ 13
Primary Sources................................................................................................. 13
Secondary Sources............................................................................................. 13
Data Collection Tools/Instruments.........................................................................13
Subjects/Participants............................................................................................. 14
Target Population................................................................................................ 14
Sampling Frame................................................................................................. 14
Sample Size........................................................................................................ 15
Sampling Technique........................................................................................... 15
Data Processing, Analysis Techniques and Interpretation......................................15
DATA ANALYSIS AND DISCUSSION............................................................................. 16
CONCLUSION AND RECOMMENDATIONS...................................................................28
REFERENCES............................................................................................................. 31
INTRODUCTION
The Newspaper Advertisement is one of the efficient ways to awake the consumer. Print Media is
compiled of newspapers, magazines, and other publications. It can be interpreting at desire time,
and can be held for future record. It is an essential part of our life. Our day cant start without
reading the newspapers. Mostly people have daily routine to get up early and acquire the desire
news paper along the cup of tea. With the help of print media, literacy rate is boosting. It most
valuable grandness is that to predict and contribute actual facts around the country and around
the world in front of each and every people of the country. It bring updates to the people by
delivering latest news on different fields like weather updates, stock market, agriculture,
economics, politics, forest, fishers, all type of classifieds and sports news etc.

The telecom industry is one of the major and most quickly arising segments of economy of
Pakistan. It is a main key driver for economic growth and development of Pakistan. From the
statistical data there are approximated value of 100 million users of cellular and the employs of
directly and indirectly estimate of 1.36 million people. All telecommunication services bring a
main role in the development and growth of economy, helping efficiency and enhancement
across the broader range of valuable users industry in Pakistan. Each level of telecom sector
development is a deciding factor of every country economy, cultural and social growth and
development of country.

Moreover, the statistics appearances that the Pakistan Telecom Sector spent around Rs. 98
million on OOH (Out Of Home) advertisements, which consists of flyers, billboards, and some
other important brand activations, it is just in the month of February in 2015 (Zahid, Javaid, &
Zahid, 2015). Telecom sector had progress in the blooming fashion sector of Pakistan; it spent
the huge amount of around Rs. 158 Million in just advertisements. The telecom sector of
Pakistan has get the backbone for electronic and print media, and also get hold on advertising
agencies, plus every mobile subscribe from its origin, because it is one of the best and most
irremissibly unique and modern day tool for best communication. In addition, telecom sector of
Pakistan is giving useful and necessary matchless telecom services prices in nationwide. If we
make a comparison between Pakistan Telecom Sector of Pakistan with rest of the global nations,
our telecom sector is very reasonable for all kind of customers. As every mobile phone exploiters

1
in Pakistan is delighting the superlative low-priced telecom services; beside bearing lots of value
added techniques and proficiencies like 3G, and 4G best valuable data services now.

In spite of essential alteration in media utilization in most recent years, every valuable consumer
believes nearly most authentic and trusted advertising in newspapers and in magazines. It
appears the strongest and powerful commitment of the typed and printed word still true and has
very huge value whenever assessing advertising. As some surveys shows that, when inquired that
how much do you have believe, trust, and authenticity attaching to advertising amongst the
different media, the answers of consumers source newspapers and magazines take 63%,
Television take score 41%, and Internet take 25% score. Therefore, print media is more
authentic, powerful, and trustful amongst all other media, due to this consumer attitude is always
positive towards print media especially in newspaper advertisement in Pakistan.

Rationale of the study

Each media build peoples understanding about the entire world, excogitating, and
communicating a distinct feature of every people private and public lives, and adding to the
conception of cultural, personal, social and unique national identities. Newspaper Advertisement
has very strong leadership power in Pakistan, different people have different attitude towards the
print media in telecom sector of Pakistan. But if we look back on few eras and equate the current
situation of print media in telecom sector Pakistan, the situation is very different from last few 5-
10 years build up, because of enhancement of other electronic media. This study examines,
analyze, and give some valuable results with solution by conceiving past and current situation,
and altering trends amongst different kinds of media. This research study will give lots of
benefits for academics related field member like students, teachers, researcher, and each and
every individual linked with education. This study is helpful for practitioner and professional.
This study will give full support to vendors, companies, and organization related with the
telecom sector for advertisements of their brands and value able services in well effective
manner. This study helps local investors, foreign investors, and every person who related with
newspaper advertisement for short term as well as for long term. In short, this research study will
groom, furnish and true value of newspaper advertisement amongst all other media, with the help
all these facts will be superb gestural sign for Pakistans economic stability, growth and
development.

2
Statement of the problem
This entire research dissertation will examine the impact of Newspaper Advertisement on
Customer Behavior in Telecom Sector of Pakistan, its performance, its determinant, it restrains
those are trying to decrease the value of Newspaper Advertisement, and promoting suggestions
for Newspaper Advertisement in Telecom Sector of Pakistan.

Research Objectives
The main objectives of this research dissertation are as following:

To check the Customer Behavior towards Newspaper Advertisement in Telecom Sector of

Pakistan
To rectify the valuable performance of Newspaper Advertisement in Telecom Sector of
Pakistan
To identify the determinants effects on Newspaper Advertisement in Telecom Sector of
Pakistan
To discover the restrains those are trying to decreasing the value of Newspaper
Advertisement in Telecom Sector of Pakistan
To recommend some valuable directions in promoting of Newspaper Advertisement in
Telecom Sector of Pakistan

3
LITERATURE REVIEW AND PROPOSED THEORETICAL
FRAMEWORK
At present the implication of telecom sector for the newspaper advertisement is huge, because
agreeing to a various research studies produced by synchronize print Media, as there are most
best, powerful, leading and authentic newspapers are working in Pakistan namely; Express, Jang,
Times, Dawn, and The Nation and much more. Hence, the literature reviews of few important
research articles are explained as following:

They (Owusu & Nyarku, 2010) has explained about the influence of advertisement in
Print on the conclusions of various selected areas pupils to buy telecommunication products and
services to the mantle slide city, leads to the controlling act to service & price efficient legal
transfer. In this research they point out the development to telecom operators to the entire nation
conducted in acute contest among to existent sector. Many of telecommunication manipulators
employ advertisement as a greater free enterprise strategic instrument in pull alter plus carry
valuable consumers to buying selected offers. Applying selected area students to the Metropolis
strip of land Coast as the important information origin, this research examine chiefly analyzed to
determine to printed advertising applied through telecommunication manipulators on buying
conclusions. This research study attempted to determine away outside every cost and product
quality control. This research applied to correlation examines structure and aim. Appliance
tasting was applied for choosing seven hundred and fifty four areas students of an accumulated
people of seventeen thousand two hundred and eighteen. The primary examination tool applied
constituted questionnaire technique. Plus inferential statistics also descriptive like the
hierarchical regression, statistical mean, statistical standard deviation, authentic regression of
standard constituted applied of examine the information. As main determinations to this research
exam demonstrated periodic publication ad and none of newspaper advertisement determined to
conclusions of areas pupils of buying telecommunication services. The brought out the cost and
product quality of efficient bringing control to kinship amongst hardcopy advertisement plus
valuable customer buying conclusion. This research study suggested about the advertisement to
or relating to a budget consumption to the telecommunication manipulators of specific a republic
in West Africa on the Gulf of Guinea should stronger comparative to a greater degree applying
periodic publication when advertisements about quality services.

4
 He (Khan, 2012) narrates about the influence of informal and formal sources on
purchasing behavior of consumer. He point out that entirely world there are two main sources
that determine consumer purchasing behavior. Number one is formal source, it is a type source
which is very well organized, planned and the reception of pay, i.e. public relations, personal
selling, plus ale promotion, and most important is advertising. And the second source is
categorized as informal which is a type of a source which neither is nor well pre-planned, and it
is non-paid, i.e. various culture, reference group and much more. This research study stress that
how informal and formal sources impact on consumer purchasing behavior. This research study
used sample of 200 students various three private Universities from the area of Peshawar region.
On the foundation of 200 students, then correlation and regression analysis is conducted. The
main results of this research study revealed that formal sources have to a greater extent
determined on various consumers purchasing behavior. Amongst the formal sources like
advertising is most vital element which adds more towards consumer purchasing behavior of
various telecom sector services. As in informal sources main reference group add more in
comparability of some other informal sources towards valuable purchasing behavior for
telecommunication services.

He (Zeeshan, 2013) explains about the effect to valuable able product attributes on male
& female purchasing behavior and decision. At present competition in environment where every
enterprise bear a exceedingly constrict windowpane of single chance of acquire themselves tough
competitor edge, investigation of act to male and female to buying selection is very important to
esteem enterprise in general section the commercialize is just not to customer needs & price, plus
on male and female. Every gender has various features & tastes both affect themselves buying
selections. The research study examines to main effect of cell phone services dimensions on each
in men and women via building apply of planned behavior theory. For the investigations of this
research study there are five mobile services dimensions taken, like service availability,
promotion, call charges, product quality and unique product image constituted assumed through
last examiners taken as independent variables, plus 2 variables like intention to buy and attitude
to buy take as dependent variables. Also abstract technique constituted arose in build a
connection amongst in dependent and independent attributes, after that regression statistical
technique analysis is applied, for to examined of hypothesis testing that are vary to taste for male
and female genders. By contraption sampling he selected two hundred genders from university

5
pupils. It consequences of the regression technique analysis demonstrated that just single
variable out of five is substantial to females cell consumers, on the other hand 3 out of 5
attributes are substantial brand image, service quality and service availability.

They (Poku & Ampadu, 2014) explain about the determination of ad on various consumer
dedications to the telecom sector in Republic of Ghana. The aim of research constituted to
examine to determine and impact that ad bear on consumer behavior and allegiance among the
telecom sector in Republic of Ghana, along a city in southern Ghana Metropolis as the casing
study. This study uses 450 sample sizes. In this research study descriptive, correlations, and
regression analysis were carried on applying the SPSS. This research study evidenced pointing
out something more valuable consumers are often disclosed to ads; many customers testament
get patriotic. In this research study regression analysis is applied, and reveals that valuable
customers who are without patriotic are some those who presently powerfully accord to the stage
to text capacities in various ads is criterion. Moreover, valuable customer those are mostly very
patriotic conceive that huge stages of fun & apply to important unique celebrities in an ads are
powerful to asserting of them commitment stages. Patriotic course probes brought out to
customer constituted presently incomplete mostly patriotic not unpatriotic, they are moderate. In
this research study there are some essential suggestions are given like entire 6 networks must
enhance the frequency level of vulnerability to themselves specific advertisement of bring on
patriotic, plus enhance to each text parts of their targeted advertisement. All telecom companies
should work to enhance their product and services and enhance satisfaction levels of their
valuable customers.

They (Rehmani & Khan, 2011) wrote research about the impact of Electronic Media on
customer buying intention. In this research study they explains that the social media in terms of
e-mail, social websites, e-discussion, online forum etc, are the parameter that have impact over
the valuable customer purchasing behavior and decisions. The main focus of this research on the
growth of research model to examine the effect of every social media on the valuable customer
buying intention, authors of this research explore and rectify the main problems and determined
the main objective so the studies. They used research model for achieving the targeted goal, and
with the help of this model they examine hypotheses to prove the selected model.

6
 They (Asad, Hayat, & Mehmood, 2013) done their research on comparative analysis of
various celebrity and non-celebrity of targeted advertisement. This research study is all about a
comparative analysis of various advertisement of celebrity and non celebrity advertisement with
esteem to behavior toward targeted advertisement, behavior toward desire bran, buying
intentions, and targeted advertising attributes. For the examination of this research, 200 students
took who studying 4 various fields from the one of the private University in Lahore. In this
research study reliability analysis, independent sample T-test, descriptive analysis was to
construe the results. Then main finding of this research reveals that there is not an important
conflict amongst advertisement about celebrity and advertisement about non-celebrity with
esteem to position toward targeted advertisement, behavior towards desire brand, buying
intentions, and targeted advertising attributes.

They (Alam & Rubel, 2014) done their research on affects to Social Responsibility of
Corporate to valuable consumer satisfaction in Telecommunication sector of country Bangladesh.
This research study is about worldwide interest is arising daily about social responsibilities of
corporate. In the abstemious of the concept stated just at once, this research study represent on
how valuable customers satisfaction and commitment are influenced and determined through
Corporate Social Responsibility (CSR) elements. This research study examined the impact of
product quality plus valuable customer confidence on CSR accomplishes on valuable consumer
buying aims and encourage to valuable customer commitment. This study constituted established
to secondary plus primary information through well integrated questionnaire technique. Primary
information was accumulated through various University pupils, and secondary information
constituted gather through various news plus online links which is associated with corporations.
After the collection of data, it is examined by applying factor analysis. The main finding of this
research study was that there is no strong relationship exists amongst buying intention and CSR
awareness. Nevertheless, important relationship was discovered amongst valuable customer
satisfaction and service quality. In addition, at the place no single connections amongst valuable
consumer commitment plus buying aim, plus not strong relationship exists between buying aim
and customer keeping for telecom sector of country Bangladesh.

They (Awan & al, 2015) describe about the inner marketing & valuable consumer
commitment. The main aim of research study is to look into consequence of inner marketing to

7
valuable consumer commitment plus to arbitrating act of consumer task satisfaction, emotive
allegiance & unique enterprise conduct as a citizen attitude and behavior in their effective
relationship. This research study psychoanalysis is grounded on a relating to a dyad a collection
of data to face service worker & valuable consumers. It demands replies allowed for via 150
dyads accumulated via questionnaires of quantitative self-administered from various telecom
organizations of Pakistan. The main finding of this research study establishes that inter
marketing strategy bears very confident and important impact on task satisfactions, emotive
allegiance and unique enterprise citizenship attitude and behavior. In addition, this research study
apply theoretical model, which demonstrate that every organizational citizenship attitude and
behavior, emotive commitment and various job satisfaction act as a negotiator who acts as a link
between parties amongst internal marketing and valuable customer loyalty.

They (Malik & al, 2014) done their research on impact of targeted advertisement and
valuable consumers perception on various consumer purchasing behavior. They explains that
advertisement perform very essential role in this modern era as it builds the behavior and
percepts of every individuals and society which in a striking manner determine the every
valuable customer purchasing attitude and behavior along with targeted advertisement. This
research study supports to investigate the effect of targeted advertisement plus valuable
consumer perceptions to each customer purchasing behavior. The data was taken for this research
from various consumers of Gujranwala Pakistan country. For collection of data there is
questionnaire survey held randomly from some pre-selected University of Punjab, Gift
University, and some common consumers. In this research study 150 respondents was got in a
time period of 1 month and their reactions were boost examined on SPSS Statistical software
through applying various statistical method. The consequences disclosed that targeted
advertisement and valuable consumer perception with significant positive relationship along
consumer purchasing behavior. This research study reveals that the impact of targeted
advertisement on valuable consumer purchasing behavior is bigger than the impact of valuable
consumer perception. Also it reveals that consumer perception is positive but very weak
determine on valuable consumer purchasing behavior. In addition, this research entails that
valuable consumer purchasing behavior can be increased through high quality and effective
advertisement and also through building positive consumer perception via hard marketing
technique.

8
 They (Agyei & Kilika, 2014) narrate about kinship amongst enterprise representation &
valuable consumer commitment in the telecom market in country of Kenya. They explain that
each valuable consumer commitment is believed expectant main component to increasing the
endurance to unique commercial or industrial enterprise particularly in conditions confronted via
extremely free-enterprise diligences. This research study evaluated the relationship amongst
collective representation and valuable customer loyalty. As the ancestors of consumer
commitment linked through unique exchange of goods mix elements accepted considerably
looked into, a lot still extant to be research and examined about some of the average situations
build via exchange of goods mix elements plus valuable consumer commitment. In this research
attempted of look into the connections amongst the attributes of corporate representation and
valuable consumer commitment to the gadgets telecom market of country Kenya. This research
was conducted via number of hypothesis that examined the nature of the unique relationship
amongst valuable customer loyalty and corporate representation applying four attributes of
corporate representation, i.e. CEO (Chief Executive Officer) reputation, service quality, unique
brand image, and physical proof. For this research study descriptive survey is applied, and used
strategy of multi-stage sampling to centered 320 respondents form various students all on
campuses of KU (Kenyatta University). Regression Analysis, Pearson product-moment
correlation coefficient, and structure five-point Liker Scale Questionnaire used as primary data.
The main finding of this research was the four attributes correlate with valuable customer
loyalty, just service quality and brand representation as image importantly anticipate customer
loyalty. Also this research study recommends that future research contracts incorporate
expressions of good quality management into the attributes of corporate representation image in
a state of proper readiness to anticipate variation in valuable customer loyalty.

They (Zahid, Javaid, & Zahid, 2015) done their study about the factors behind brand
alternating by using evidences from Pakistan country. They explain that the telecom industry of
Pakistan country is confronting very strict tough competition ahead. The active environment is in
consistent flow. Now number of valuable subscribers holding and accomplishment has turned
the core of attention of the valuable services giver. With the help of growth of various service
suppliers, number of customers alternating rate is enhancing. They explain that valuable
customer satisfaction demonstrated when brand accomplishes the demands, needs and esteem
desires of the valuable customers. This research study focuses on rectifying those elements that

9
have directly affected on the altering behavior of valuable customers. Data for this research study
was accumulated from various cities off Gujarat, Karina, Lela Musa, and Wazirabad with the
help of effective sampling strategy. The main results of this research study demonstrate that
elements like lower Call and SMS rate, quality of service, VAS (Value Added Services), network
coverage, special offers, and valuable services authenticity importantly affect the alternating
attitude and behavior of the various respondents.

Theoretical & Conceptual Framework

Dependent Variable
The main dependent variable taken in this research study is Consumer Behavior.

10
Independent Variables
These are Awareness, Desire, Action, Lifestyle, Education Level, Buying Power, with central
focus of Newspaper Advertisement and Telecom Sector of Pakistan.

With the help of these dependent and independent variables we have develop theoretical &
conceptual framework by take the help research work of (Rehman & al, 2014).The conceptual
framework reveals that awareness, desire, action, education level, buying power and lifestyle has
positive impact on Newspaper Advertisement, and telecom sector of Pakistan, then the ultimate
this positive impact goes to with directly relationship with customer behavior. With the
efficiency and enhancement of newspaper advertisement in telecom sector, then awareness,
desire, action, education level, buying power and lifestyle can change at the same time. So, in
this research study there is very positive, strong and direct relationship of independent variables
on dependent variable.

11
RESEARCH DESIGN
Type of Research
This research study is mostly qualitative in terms of exploratory research, for understanding the
fundamental reasons, motivations and opinions. On the other hand, this research study is also
systematic empirical examination through theoretical framework and spreadsheet charts. So, this
research study is the amalgamation of qualitative and quantitative research.

Research Paradigm
The pattern, procedures, basis, input, process, and output with selected approach in terms of
positivistic, constructive and deductive reasoning approach are as following:

BASIS
Impact of Newspaper Advertisement on Customer Behavior in Telecom Sector of Pakistan
INPUT
1. What is the Customer Behavior towards Newspaper Advertisement in Telecom Sector of
Pakistan? Is it positive or negative?
2. What are the vital performances of Newspaper Advertisement in Telecom Sector of
Pakistan?
3. How determinant of media put essences on Newspaper Advertisement in Telecom
Sector of Pakistan?
4. How can main restraints trying to reduce the value of Newspaper Advertisement in
Telecom Sector of Pakistan?
5. What are the useful remedies for enhancements, promoting, and encouraging the true
value of Newspaper Advertisement in Telecom Sector of Pakistan?
PROCESS
A qualitative and quantitative research design
Practical Research types i.e. Questionnaires using 200 respondents
Charts & Graphs of questionnaires response
Dependent Variable: Consumer Behavior
Independent Variables: Awareness, Desire, Action, Lifestyle, Education Level, Buying
Power, with central focus of Newspaper Advertisement and Telecom Sector of Pakistan
OUTPUT
To check the Customer Behavior towards Newspaper Advertisement in Telecom Sector
of Pakistan
To rectify the valuable performance of Newspaper Advertisement in Telecom Sector of
Pakistan
To identify the determinants effects on Newspaper Advertisement in Telecom Sector of

12
 Pakistan
To discover the restrains those are trying to decreasing the value of Newspaper
Advertisement in Telecom Sector of Pakistan
To recommend some valuable directions in promoting of Newspaper Advertisement in
Telecom Sector of Pakistan

Nature of Research Study

In this research study descriptive and exploratory research is applied by using practical research
type in terms of questionnaires, theoretical framework and Spreadsheet Analysis.

Data Collection Sources

For the purpose of this research study, main primary and secondary sources used for data
collection are as following:

Primary Sources
Questionnaires

Secondary Sources
Previous Research
Official statistics related with this research study
Government Reports
Telecom Sector Companies reports (Ufone, Mobilink, Zong, Telenor, and Warid)
Web Information

Data Collection Tools/Instruments

For investigation of this research study Questionnaires data collection tool is applied as a
practical research. As this research study is based on Impact of Newspaper Advertisement on
Customer Behavior in Telecom Sector of Pakistan, based on our nature of research, questionnaire
method is used, because of its following reasons and benefits:

It is practical research tool.

It is helpful for collecting large amounts of information from large number of people in
less time.
It is cost effective.
It can be easily accomplished by the researcher.
Its result can be quantified quickly and easily.

13
 Its positivist believes that quantitative data can be applied to build unique and new
theories, and can be examine existing hypotheses.

Subjects/Participants
Target Population
In this research study random sampling population under 18-65 years of age gender, with 200
respondents who are using telecommunication services in Islamabad, Rawalpindi, and Lahore
cities of Pakistan.

Sampling Frame
The main features list of sampling frame for this research study is as following:

Central focus on impact of Newspaper Advertisement on Customer Behavior in Telecom

Sector of Pakistan
Primary & Secondary Data resources are used
Practical Research i.e. questionnaires are applied
Male and Female genders are involved
Random sampling of 200 respondents from Islamabad, Rawalpindi, and Lahore cities
Spreadsheet analysis in terms of graphs are applied
Primary & Secondary Data resources are used
Main dependent variable is Consumer Behavior.
Main independent variables are Awareness, Desire, Action, Lifestyle, Education Level,
Buying Power, with central focus of Newspaper Advertisement and Telecom Sector of
Pakistan

Sample Size
In this research study 200 valuable consumers responses are used for questionnaire on
voluntarily basis, within 18-65 years of age gender in Islamabad, Rawalpindi, and Lahore cities
of Pakistan.

Sampling Technique
In this research study probability method like Random Sampling techniques is applied, with the
help of questionnaire on voluntary basis, plus dependent and independent variables, theoretical
frame work, and spreadsheet analysis.

14
This sampling technique is used because of its following benefits:

It is best technique to extract sample from a very large population.

It is easy to use.
It has accurate representation for larger and smaller population.
It is better technique to get feedback from valuable consumers about changing and
recreational services for selected area.
It can be completed in short span of time.

Data Processing, Analysis Techniques and Interpretation

The data processing, analysis techniques and interpretation tools list are as following:

The amalgamation of qualitative and quantitative research

Primary and Secondary Data Sources
Questionnaire are used as practical research
Charts and Graphs for questionnaire responses
Dependent and Independent Variables

DATA ANALYSIS AND DISCUSSION

The central focus of this research is on the impact of Newspaper Advertisement on Customer
Behavior in Telecom Sector of Pakistan. This research study is mostly qualitative in terms of
exploratory research, for understanding the fundamental reasons, motivations and opinions. In
this research study descriptive and exploratory research is applied by using practical research
type in terms of questionnaires. For data collection primary and secondary sources used, primary
source is Questionnaires, and secondary sources are previous research, official statistics related
with this research study, government reports, telecom sector companies reports (i.e. Ufone,
Mobilink, Zong, Telenor, and Warid), and web information. In this research study random

15
sampling population under 18-65 years of age gender i.e. male and female genders are involved,
with 200 respondents who are using telecommunication services in Islamabad, Rawalpindi, and
Lahore cities of Pakistan. Then we make tables and charts for all questionnaires response in MS
Spreadsheet. Main dependent variable taken in this research is Consumer Behavior and
independent variables are Awareness, Desire, Action, Lifestyle, Education Level, Buying Power,
with central focus of Newspaper Advertisement and Telecom Sector of Pakistan. With the help of
these dependent and independent variables we have develop theoretical & conceptual framework
by take the help research work of (Rehman & al, 2014).

The analysis and discussion about theoretical & conceptual framework of this research study, and
each questionnaire with their responses tables and charts are as following:

1. Gender
Male Female
55% 45%

16
 1. Gender

Male
45% Female
55%

In this research male and female genders are involved, with 200 respondents who are using
telecommunication services in Islamabad, Rawalpindi, and Lahore cities of Pakistan. If we look
on above table and chart, we can clearly see that there are 55% male participants in this
questionnaire, and there are 45% of female participant in this questionnaire. Numbers of male are
slightly more than female in this survey. Overall this research survey is completely unbiased.

2. Age
18-28 29-38 39-48 49 and above
55% 25% 15% 5%

2. Age

18-28
5%
15% 29-38
39-48
55% 49 and above
25%

In this research study random sampling population under 18-65 years of age gender. If we look
on table and chart of second question of this research survey, we can clearly predict that

17
participant of age group 18-28 in larger than other age groups, which is 55% amongst other age
group. Second larger age group of this survey is 29-38 years, which is 25%, third larger age
group of this survey is 39-48 years, which is 15%, and very less number of age group is 49 and
above years, which is 5% amongst other. So, it shows that young and medium age peoples
participate more in this research survey.

3. Qualification
Matricula Intermedi Graduatio Post
tion ate n Graduation
0% 6% 60% 33%

3. Qualification

6% Matriculation
33% Intermediate
Graduation
Post Graduation

61%

If we look on chart and table of the third question, it shows that there are mainly four
qualification levels participate in this survey i.e. matriculation, intermediate, graduation and post
graduation level. The graduation level has most participate amongst other level, which is 61% of
total. Second number participants of post graduation level peoples, which is 33%. Third number
participants are intermediate level of qualification. But unfortunately there are no participants
from the matriculation level of peoples. So, it is clear from the above data that graduation level
people has more participate and response on this entire survey.

18
 4. Who is your present telecommunication service provider?
Zon
Ufone g Warid Telenor Mobilink Other
24% 25% 5% 14% 30% 2%

4. Who is your present telecommunication service provider?

Ufone
Zong
2%
24% Warid
30%
Telenor
Mobilink
14% 25% Other
5%

The fourth question responses of this survey are clearly shown on above table and pie chart.
There are broadly 5 telecommunication services provider are taken i.e. Ufone, Zong, Warid,
Telenor, Mobilink, and other. The above data shows that Mobilink users are more other
telecommunication provider which is around 30%, because Mobilink is more old and stable than
other. On second number Zong has more users, which is 25%. On third number, with slightly
difference Ufone has 24% users participant for this survey. On fourth number Telenor has 14%
users participants for this survey. There is only 2% other telecommunication service provider
user in this survey. So, this data reveals that Mobilink users more participate in this survey.

5. For how long you are using this telecommunication service provider
connection?
Less than SIX SIX Months to Twelve More than TWELVE
Months Months Months
6% 8% 86%

19
 5. For how long you are using this telecommunication service provider connection?

Less than SIX Months

6% SIX Months to Twelve
8% Months
More than TWELVE
Months
86%

The fifth question response of this survey, which is clearly shown on above table and pie charts.
This question is about the user feedback regarding using telecommunication service provider
connection. There are three categories for this survey question, one is less than SIX months,
which is less than amongst all other, around 6% of total. The second is SIX Months to Twelve
Months, which is around 8%. The last option More than TWELVE Months is highest response
amongst other. So, the above data shows that people didnt shift more rapidly within one year,
because of users satisfaction related with your service provider.

6. What is your satisfaction level?

Satisfactor
Very Good Good y Bad Very Bad
20% 28% 35% 10% 7%

6. What is your satisfaction level?

Very Good
7% Good
10% 20%
Satisfactory
Bad
Very Bad
35% 28%

The sixth question of this survey is about to check the satisfaction level of the users. There five
levels of this question response, one is very good, next is good, then satisfactory, then bad, and

20
final level of this question to response is very bad. Most of the respondents are at satisfactory
level, which is around 35%. There are around 28% respondents are at Good level. There are 20%
respondents are at very good level. There are 10% of the respondents are at bad satisfaction
level, and there are only 7% users are at 7% of satisfactory level. So, the above data shows that
mostly users are at satisfactory level from there service providers.

7. What type of anticipation do you have from your telecommunication service

provider?
Good Best Low
Services Good Voice Quality Good Network Packages Price
30% 15% 20% 25% 10%

7. What type of anticipation do you have from your telecommunication service provider?
Good Services

10% Good Voice Quality

30% Good Network
25% Best Packages
Low Price
15%
20%

The seventh question of this survey is about anticipation of users from their telecommunication
services provider. There are five respondents level for this question, one is Good Services, then
Good Voice Quality, next Good Network, next Best Packages, and the last one is Low Price. The
above table and pie chart shows that 30% users are anticipate good services from
telecommunication service provider. There are 25% users anticipate from best packages. There
are 20% users anticipate from good network. There are 15% users anticipate from good voice
quality, and there is only 10% users are anticipate from low price. So, the above data shows that
users anticipate more from Good Services amongst other services from telecommunication
service provider.

21
 8. Reasons behind for selecting this telecommunication service provider connection?
Suggested by Suggested by Brand
friend/relative retailers Image Advertisements
23% 2% 35% 40%

8. Reasons behind for selecting this telecommunication service provider connection?

Suggested by friend/relative
23% Suggested by retailers
40% Brand Image
2%
Advertisements

35%

The eighth question of this research is about the reasons for selecting telecommunication service
provider connection. There are four options in this question, one is suggest by friend or relative,
next is suggested by retailers, next is brand image, and last is advertisements. There are around
40% users who selected their telecommunication connection from advertisements. There are
35% users who selected their connection from brand image. There are around 23% users who
select their connection from suggestion by friend and relatives, and there are around only 2%
users who selected their connection from the suggestion of retailers. So, the above data shows
that mostly people select their connection from advertisements.

9. Does News paper play any role during purchasing mobile connection?
Yes No
71% 29%

22
9. Does News paper play any role during purchasing mobile connection?

29%
Yes
No

71%

The ninth question of this research survey is about the role of newspaper during the purchase of
mobile connection. There are two options for this question, one is Yes, and other is No. There are
around 71% users who response that newspaper play vital role in purchasing mobile connection.
There are only 29% users who response that newspaper play less role in purchasing mobile
connection. So, it is clear from above table and charts data there is huge fundamental role of
newspaper in purchasing mobile connection.

10. Where do you watch and get most of the Newspaper advertisements awareness?
Newspaper Radio Television Magazines Other
43% 2% 48% 5% 2%

23
10. Where do you watch and get most of the Newspaper advertisements awareness?
Newspaper
5%2% Radio
Television
43%
Magazines
48% Other
2%

In tenth question of this research survey is about where mostly people watch and get
advertisements awareness from. From above table and pie chart, there are five options for this
question. One is Newspaper, next is Radio, next is Television, next is Magazines, and last one is
other. There are 48% users who mostly watch and get advertisements awareness from television.
There are around 43% of users who mostly watch and get advertisements awareness from
Newspaper. There are around 5% of users responses who mostly watch and get advertisement
awareness from Magazines. There are 2% of users in both Other and Radio who get
advertisements awareness. So, from these data, we can say there is huge number of users who
watch and get advertisement awareness from Television.

11. Which is the best Newspaper advertising telecommunication company?

Ufone Mobilink Zong Telenor Warid Other
35% 21% 15% 18% 10% 1%

11. Which is the best Newspaper advertising telecommunication company?

Ufone
Mobilink
10%1% Zong
18% 35% Telenor
Warid
15% Other
21%

24
The eleventh question of this research survey is about the best newspaper advertising
telecommunication company. From above table and pie chart, there are broadly five
telecommunication company options, namely Ufone, Mobilink, Zong, Telenor, Warid and the last
option is other. There are 35% users who response that Ufone is best advertising
telecommunication company. There are 21% users who response that Mobilink is best
advertising telecommunication company. There are 18% users who response that Telenor is best
advertising telecommunication company. There are 15% users who response that Zong is best
advertising telecommunication company. There are 10% users who response that Warid is best
advertising telecommunication company, and there is only 1% users who response that other
companies are best advertising telecommunication company. So, from above data it is clear that
Ufone is best newspaper advertising Telecommunication Company amongst other.

12. What type of Newspaper advertisement attract to you more?

Related to Related to
Family Related to Actions Romantic Trend
25% 17% 13% 45%

12. What type of Newspaper advertisement attract to you more?

Related to Family
25% Related to Actions
45% Romantic
Related to Trend
17%
13%

The twelfth question of this survey is about the type of the newspaper advertisement attraction.
There are four options for this question namely related to family, related to actions, romantic, and
related to trend. There are around 45% users who response that related to trend advertisement
attracts more. There are 25% users who response that advertisement related to family attracts
more. There are 17% users who response that advertisement related to actions attracts more, and
there are around 13% advertisements about romance attracts more. So, from about data, it is clear
that mostly users attract from advertisement which is related to trends.

25
 13. Do you agree that all Newspaper advertisement made by Telecommunication
Company communicates you clearly about their products and services?
Yes No
89% 11%

13. Do you agree that all Newspaper advertisement made by Telecommunication Company communicates you clearly about their products and services?

11%
Yes
No

89%

The thirteenth question of this survey is about telecommunication company communication

regarding their products and services to users. There are two options against this question, one is
Yes, and other is No. There are majority response around 89% users response that
telecommunication company communicate well about their products and services, but around
11% users response that telecommunication company didnt communicate well about their
products and services. So, from the above data, it is clear that mostly Telecommunication
Company communicates well about their products and services.

14. According to your experience and awareness, which is the best technology?
CDMA GSMA Both
19% 49% 32%

26
 14. According to your experience and awareness, which is the best technology?

19% CDMA
32% GSMA
Both

49%

The fourteen question of this research is about best technology. There is broadly two option s
against this question; one is CDMA (Code Division Multiple Access), second is GSMA (Group
Special Mobile Association). There are around 49% of users response in the favor of GSMA
technology, there just 19% of users response in the favor of CDMA technology, and around 32%
users response for the both technologies. So, from the above data it is clear that mostly people
like GSMA technology.

15. Based on Newspaper advertisements made by Telecommunication Company, would

you recommend new connections for your family or relatives?
Yes No
79% 21%

27
15. Based on Newspaper advertisements made by Telecommunication Company, would you recommend new connections for your family or relatives?

21%
Yes
No

79%

In fifteenth question of this research survey is about recommendation of new connections to

family or relatives. There are two options against this research question, one is Yes, and other is
No. There are around 79% users response who recommends new connection of their
telecommunication service provider to their family or relatives, and there are around 21% users
response who dont recommend new connection of their telecommunication service provider to
their family or relatives. So, from the above table and pie chart data, it is clear that mostly people
recommend new connection of their telecommunication service provide to their family or
relatives.

16. Do you agree that Newspaper advertisement influence to convert your decision about
the new telecom connection?
Yes No
86% 14%

28
16. Do you agree that Newspaper advertisement influence to convert your decision about the new telecom connection?

14%

Yes
No

86%

The last question of this survey is about the influence of newspaper advertisement for conversion
of decision regarding new telecom connection. In this question, there are only two options, one is
Yes and other is No. There are around 86% users response that they very much influence from
newspaper advertisement for the changing decision during purchase of new telecom connection,
and there are around 14% users who response that they were not much influence from newspaper
advertisement for the changing their decision during the purchase of new telecom connection.
So, from the above table and pie chart data it is clear that mostly user are influenced from news
paper advertisement.

29
CONCLUSION AND RECOMMENDATIONS
The main concentration of this research study was impact of Newspaper Advertisement on
Customer Behavior in Telecom Sector of Pakistan, its performance, its determinant, it restrains
those are trying to decrease the value of Newspaper Advertisement, and promoting suggestions
for Newspaper Advertisement in Telecom Sector of Pakistan. In this period and era of
advancement in technology and globalization, good advertising strategies are very helpful to
determine the purchasing behavior in Telecom Sector of Pakistan. It is a concerning coincident
that Pakistan Telecom Sector and Newspaper Advertisement sector in Pakistan move toward into
being around in 2000; it was boost period of telecom sector in Pakistan. One of the interesting
things is that telecom sector and newspaper advertisement have become accomplished and
believed that most active and large in amount revenue generating sectors of Pakistan. At present
the implication of telecom sector for the newspaper advertisement is huge, because agreeing to a
various research studies produced by synchronize print Media, as there are most best, powerful,
leading and authentic newspapers are working in Pakistan namely; Express, Jang, Times, Dawn,
and The Nation and much more.

The dependent variable taken in this research study is Consumer Behavior and the independent
variables are Awareness, Desire, Action, Lifestyle, Education Level, Buying Power, with central
focus of Newspaper Advertisement and Telecom Sector of Pakistan. With the help of these
dependent and independent variables we have develop theoretical & conceptual framework by
take the help research work of (Rehman & al, 2014). The conceptual framework reveals that
awareness, desire, action, education level, buying power and lifestyle has positive impact on
Newspaper Advertisement, and telecom sector of Pakistan, then the ultimate this positive impact
goes to with directly relationship with customer behavior. This research study is the
amalgamation of qualitative and quantitative research. For the purpose of this research study
questionnaires are applied as primary sources, and in secondary sources previous research,
official statistics, telecom sector companies reports, and web information. In this research study
random sampling population under 18-65 years of age gender, with 200 respondents who are
using telecommunication services in Islamabad, Rawalpindi, and Lahore cities of Pakistan. In
this research study there is very positive, strong and direct relationship of independent variables
on dependent variable.

30
Newspaper Advertisement has very strong leadership power in Pakistan, different people have
different attitude towards the print media in telecom sector of Pakistan. But if we look back on
few eras and equate the current situation of print media in telecom sector Pakistan, the situation
is very different from last few 5-10 years build up, because of enhancement of other electronic
media. This research study will give lots of benefits for academics related field member like
students, teachers, researcher, and each and every individual linked with education. This study
helps local investors, foreign investors, and every person who related with newspaper
advertisement for short term as well as for long term. In short, this research study will groom,
furnish and true value of newspaper advertisement amongst all other media, with the help all
these facts will be superb gestural sign for Pakistans economic stability, growth and
development.

Some of the main recommendations for the promotion, attraction, efficiency and enhancement of
Newspaper Advertisement with respect to the desires of customer behavior in Telecom Sector of
Pakistan are as following:

Every newspaper company should first develop their own website and then printed
newspapers should distribute amongst various region of the Pakistan, because with the
help of this telecom sectors advertisement reach effectively in all region of the country,
so people can get awareness easily.
Newspaper companies and telecommunication companies should develop the one-to-one
communication for the progress of day to day advertisement, because with the help of
this both can make a good medium for every valuable consumer.
They should use best quality paper in newspaper printing, because with the help of this
consumer will attract with its colours and graphics, and then telecom advertisement will
be more valuable.
They should use good colour combinations with clear descriptions of telecom offers
advertisement, because with the help of this consumer will be more loyal with their
connection provider.
Telecommunication Company should give unique content in newspaper for printing; with
the help of this customer behavior will be diverted towards the new offers and
promotions of telecom companies.

31
 Telecom Company should develop those advertisements for newspaper which is
according to their targeted audience, with the help of this newspaper advertisements will
be promoted in efficient manner.
Telecommunication Company should make advertisement according to the culture,
customs and desire of their loyal customer, due to this newspaper advertisement will be
suitable and adjustable in every region of Pakistan.
They should put innovation factor in their newspaper advertisement, because innovation
can give new ideas, methods, services, and products for the enhancement of this print
media.
Newspaper agencies should their produce online app for various types of advertisement,
with the help of this telecom company and their loyal customers can reach this print
media instantly.
All telecom company of Pakistan should focus on the efficient medium of
communication via newspaper advertisement, with the help of effective communication
both service provide and loyal customer can understand the needs of each other.
Newspaper agencies should build community and forum for the feedback of newspaper
advertisement regarding telecommunication offers, with the help of these newspaper
agencies and telecommunication companies of Pakistan can know their strength and
weaknesses in well manner, and after the feedback they can overcome their problems.
The Government of Pakistan should help to newspaper agencies and telecommunication
companies regarding the promotion of newspaper advertisement, because with the help of
this huge revenue can be generated in short-run as well as in long-run.
For the enhancement of Newspaper advertisement, Government of Pakistan should
facilitate few financial grants in terms of tax benefits etc. Because with the help of this
newspaper agencies and telecommunication companies can work in more attractive way.
Newspaper agencies and telecommunication companies should develop strong and
efficient R&D expert team for research, recommendation and attracting techniques to
catch the targeted customer for the enhancement of newspaper advertisements in telecom
sector of Pakistan.

32
REFERENCES
Abideen, Z., & Saleem, S. (2013). Effective Advertising And Its Influence On Consumer Buying
Behavior. European Journal of Businees and Management , 3 (3), 55-66.

Agyei, P., & Kilika, J. (2014). Relationship between Corporate Image and Customer Loyalty in the
Mobile Telecommunication Market in Kenya. Management Studies , 2 (5), 299-308.

Ahmad, S., & Ahmad, J. (2014). Consumer Purchase Behavior in Cellular Service Sector of Pakistan.
IOSR Journal of Business and Management (IOSR-JBM) , 16 (5), 62-75.

Alam, N., & Rubel, A. (2014). Impacts of Corporate Social Responsibility Customer Satisfaction in
Telecom Industry Bangladesh. ABC Journal of Advanced Research , 3 (2), 26-37.

Arshad, H., & al, e. (2014). Impact of Effective Advertising on Consumer Buying Behavior: A Study of
Mobile Phone Purchasers in Pakistan. Journal of Basic and Applied , 4 (3), 224-231.

Asad, A., Hayat, M., & Mehmood, S. (2013). Comparative Analysis Of Celebrity And Non-Celebrity
Advertisement. Paradigms: A Research Journal of Commerce, Economics And Social Sciences ,
7 (1), 09-19.

Awan, H., & al, e. (2015). Internal Marketing and Customer Loyalty: A Dyadic Analysis. Journal of
Service Science and Management , 8 (1), 216-228.

Khan, S. (2012). The Influence of Formal and Informal Sources on Consumer Buying Behavior. Global
Journal of Management And Business Research , 12 (12), 1-7.

Malik, M., & al, e. (2014). The Impact of Advertisement and Consumer Perception on Consumer Buying
Behavior. International Review of Social Sciences and Humanities , 6 (2), 55-64.

Owusu, D., & Nyarku, K. (2010). Influence of Print Advertising on the Decisions of Tertiary Students to
Purchase Telecom Products in the Cape Coast Metropolis: The Moderating Role of Price and
Service Quality Delivery. International Journal of Academic Research in Business and Social
Sciences , 4 (10), 314-332.

Poku, K., & Ampadu, M. (2014). The influence of advertisement on customer loyalty in the
telecommunications industry in Ghana: a case study of Kumasi metropolis. Herald Journal of
Marketing and Business Management , 3 (1), 022-033.

33
Rehman, F., & al, e. (2014). How Advertising Affects the Buying Behavior of Consumers in Rural Areas:
A Case of Pakistan. Academic Research International , 5 (4), 405-412.

Rehmani, M., & Khan, M. (2011). The Impact of E-Media on Customer Purchase Intention. (IJACSA)
International Journal of Advanced Computer Science and Applications , 2 (3), 100-103.

Zahid, Z., Javaid, H., & Zahid, I. (2015). Factors Behind Brand Switching: Evidences From Pakistan.
International Journal Of Multidisciplinary Sciences And Engineering , 6 (7), 14-20.

Zeeshan, Z. (2013). The Impact Of Mobile Service Attributes On Males' And Females' Purchase Decision.
Management & Marketing Challenges for the Knowledge Society , 8 (4), 669-682.

34