<p><strong>Problem: </strong>As almost everyone has a cell phone today, keeping your customers is very important. An important group for cell phone carriers is young people. This is a group that uses cell phones more and more. However, attracting these people could be hard. One of the most common strategies to attract customers today is promotion through TV-commercials. Another strategy that has gained popularity is branding. We therefore asked ourselves how these strategies could affect each other and eventually young peoples’ choice of cell phone carrier.</p><p><strong>Purpose: </strong>Our purpose is to investigate how branding and communication strategies are best used in cell phone carriers TV- commercials, and how they affect young peoples’ consumer behavioral processes.</p><p><strong>Method: </strong>To solve the purpose of this thesis we have used an inductive approach. We have gathered both quantitative and qualitative data. Quantitative data have been collected from a questionnaire filled out by students from Jönköpings University and qualitative data from a focus group we have held. The results were analyzed with help from theories about communication strategies and branding.</p><p><strong>Conclusion: </strong>Branding has a strong influence on young peoples’ view on cell phone carriers TV- commercials. However cell phone carriers TV- commercials have no direct effect on young peoples’ choice of cell phone carrier. It just has an indirect effect since; TV- commercial can be considered a source of information or a way of forming attitudes.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hj-9348 |
| Date | January 2009 |
| Creators | Sköld, Robin, Nilsson, Magnus |
| Publisher | Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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