Consumer and Buyer Behavior; An investigation into UK Mobile Phone network providers - Essay Example

Current study focuses on the examination of buyer and consumer behaviour in British market regarding a particular industrial sector, this of mobile phones; the specific part of the industry under analysis is that of the mobile network providers. In Britain there are no many mobile network providers: they are approximately five: Orange, Vodafone, T-mobile, O2 and 3G. These network providers also serve as ‘hosts’ for other – limited – networks like Virgin and OneTel. The research made on the various aspects of activities of these firms within the British market proved that they all have significant advantages and weaknesses.

The empirical research (survey) that was conducted for this study led to the conclusion that British industry of mobile network providers is divided in 5 major parts responding to the firms named above; the entrance of a new firm in the specific market would be a challenging initiative; however it is necessary that existing infrastructure and services are updated in order to ensure the competitiveness of these firms in the long term. The development of mobile networks providers industry in Britain has been gradual.

Vodafone and O2 has been in the specific sector of British market for quite a long while the other firms, Vodafone, Orange and 3G followed later. In fact, 3G is a quite recent firm in the specific industrial sector; the firm entered this sector in 2003; it is the first firm operating in this industry that offered to its clients the third generation technology. It should be noticed that the competition in this industry remains high despite the fact that no new (after 2003 and the entrance of 3G) firms have entered the specific industry.

The increase of competition in all commercial areas is a phenomenon that has been extensively analyzed in the literature and the empirical research. In accordance with Douglas et al. (1989, 437) ‘recent years have witnessed