CORPORATE BRANDING EFFECTS ON CONSUMER PURCHASE PREFERENCES IN SERBIAN TELECOM MARKET

This research is carried out to know the role of corporate branding in mobile phone network along with different influencing factorsinvolved in the purchase of mobile telephone connections. This paper discusses corporate branding from consumer’s point of view that howmuch they value it and what type of role it has.This is a quantitative study. A questionnaire is used in order to investigate corporate brandingand other influencing factors involved in purchase decision of the customers. Population selected for this study are Belgrade Universitystudents which is the most of Serbian youth segment and is a valuable source that gives precise information with high probability aboutmarket preferences according to the Research of Serbian republic statistical office. Primary data are obtained by collecting data fromquestionnaire and interview, while the secondary data are collected from various reliable sources. Primary data provide reliable content inaccordance with a secondary data obtained by Serbian republic statistical office and with a Research of competitor and consumer preferencesinsight provided by Telenor Company. The analysis of the data has been performed in accordance with the chosen theories and summarizedin a table, which serves as a tool for deriving reliable and relevant conclusions. The sample size was determined by conducting a primarystudy and defining the variance of primary sample and the intended number of samples was selected carefully and randomly from thepopulation. Then the validity and reliability of the questionnaire was determined. The used questionnaire in this research consisted of 7common, and 30 specialized questions which were supporting the hypotheses of the research. Data was analyzed using the frequency percenttechniques, and in the chapter related to the deductive statistics, one-sample t test was used to analyze and approve/disapprove the questionssupporting the research hypotheses. The analysis of this study reveals different set of results while making comparison between literature andempirical. It investigates the relative importance of the corporate branding to the customers in mobile phone telecommunication industrywhile making purchase decision. The findings of this study provided useful information which is helpful not only for the students but also forthe brand managers of mobile telecom operators that how they can improve their company’s strategic position for longer period of timethrough corporate branding to trigger more customers and for a good brand.