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The Prevailing Feature Of Consumer Needs In The Post Modern Era: Consumer Needs Analysis In The Lithuanian Mobile Telecommunications Sector

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Executive Summary

The scientific problem lies in the fact that consumer needs in the postmodern era, as a response to the growing significance of the socio-emotional values in contemporary society, are stated rather than examined in a specific industry context to identify the feature of the needs which dominates in consumers within a specific industry. The paper presents an analysis of the motivating consumer needs within the Lithuanian mobile telecommunications sector, enabling identification of the prevailing type of consumers (based on the features of motivation needs), which affects consumer commitment to a specific service provider.

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