Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi

The purpose of this study was to determine the level of product awareness of Yoodo by Celcom and behavioural intention to use of customizable mobile data plan. The study examined the relationship between performance expectancy, effort expectancy, perceived risk and price value with behavioural inten...

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Main Authors:	Amin, Amirah, Mazlan, Danial Zarkasyi, Mohd Suhaimi, Fatin Farhana
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Social aspects Social marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/31263/1/31263.pdf
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id	my-uitm-ir.31263
record_format	uketd_dc
spelling	my-uitm-ir.312632022-03-08T02:49:23Z Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi 2019-07 Amin, Amirah Mazlan, Danial Zarkasyi Mohd Suhaimi, Fatin Farhana Social aspects. Social marketing Telemarketing. Internet marketing The purpose of this study was to determine the level of product awareness of Yoodo by Celcom and behavioural intention to use of customizable mobile data plan. The study examined the relationship between performance expectancy, effort expectancy, perceived risk and price value with behavioural intention to use of customizable mobile data plan. The study used 300 samples size with the range of age above 18 years old living in Klang Valley region. Result of the study showed that the level of awareness for Yoodo product was low as only 31% from the respondents have heard about Yoodo and the rest which is 69% of them claimed they never heard of Yoodo before. From the study, result also showed that there were significant relationships between performance expectancy, perceived risk and price value with behavioural intention to use of customizable mobile data plan. As for effort expectancy, there is no significant relationship between effort expectancy and behavioural intention to use of customizable mobile data plan. In conclusion, Celcom needs to improve their marketing strategy in promoting Yoodo to the public as the level of product awareness is still low. Apart from that, Celcom needs to be more aggressive in portraying that Yoodo is one of its products as it will increase the number of customers. This has been proven in one of the result where more than half of respondents (53.7%) claimed that they will be more interested to subscribe to Yoodo as their mobile plan knowing that Yoodo is under Celcom. 2019-07 Thesis https://ir.uitm.edu.my/id/eprint/31263/ https://ir.uitm.edu.my/id/eprint/31263/1/31263.pdf text en public masters Universiti Teknologi MARA Shah Alam Faculty of Arshad Ayub Graduate Business School (AAGBS) Tan, Peck Leong (Prof. Dr.)
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Tan, Peck Leong (Prof. Dr.)
topic	Social aspects Social marketing Social aspects Social marketing
spellingShingle	Social aspects Social marketing Social aspects Social marketing Amin, Amirah Mazlan, Danial Zarkasyi Mohd Suhaimi, Fatin Farhana Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi
description	The purpose of this study was to determine the level of product awareness of Yoodo by Celcom and behavioural intention to use of customizable mobile data plan. The study examined the relationship between performance expectancy, effort expectancy, perceived risk and price value with behavioural intention to use of customizable mobile data plan. The study used 300 samples size with the range of age above 18 years old living in Klang Valley region. Result of the study showed that the level of awareness for Yoodo product was low as only 31% from the respondents have heard about Yoodo and the rest which is 69% of them claimed they never heard of Yoodo before. From the study, result also showed that there were significant relationships between performance expectancy, perceived risk and price value with behavioural intention to use of customizable mobile data plan. As for effort expectancy, there is no significant relationship between effort expectancy and behavioural intention to use of customizable mobile data plan. In conclusion, Celcom needs to improve their marketing strategy in promoting Yoodo to the public as the level of product awareness is still low. Apart from that, Celcom needs to be more aggressive in portraying that Yoodo is one of its products as it will increase the number of customers. This has been proven in one of the result where more than half of respondents (53.7%) claimed that they will be more interested to subscribe to Yoodo as their mobile plan knowing that Yoodo is under Celcom.
format	Thesis
qualification_level	Master's degree
author	Amin, Amirah Mazlan, Danial Zarkasyi Mohd Suhaimi, Fatin Farhana
author_facet	Amin, Amirah Mazlan, Danial Zarkasyi Mohd Suhaimi, Fatin Farhana
author_sort	Amin, Amirah
title	Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi
title_short	Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi
title_full	Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi
title_fullStr	Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi
title_full_unstemmed	Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi
title_sort	product awareness and behavioural intention to use of customizable mobile data plan: case study of yoodo – celcom / amirah amin, danial zarkasyi mazlan and fatin farhana mohd suhaimi
granting_institution	Universiti Teknologi MARA Shah Alam
granting_department	Faculty of Arshad Ayub Graduate Business School (AAGBS)
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/31263/1/31263.pdf
_version_	1783734110675533824

Product awareness and behavioural intention to use of customizable mobile data plan: case study of Yoodo – Celcom / Amirah Amin, Danial Zarkasyi Mazlan and Fatin Farhana Mohd Suhaimi

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