Case Study of Airtel Money
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MAKERERE UNIVERSITY AN EVALUATION OF CONSUMER SKEPTICISM TOWARDS MOBILE BANKING PRODUCTS: CASE STUDY OF AIRTEL MONEY BY NALUMANSI LILLIAN A RESEARCH PROJECT REPORT SUBMITTED TO THE COLLEGE OF BUSINESS AND MANAGEMENT SCIENCES IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION OF MAKERERE UNIVERSITY December 2014 DECLARATION I, NALUMANSI LILLIAN, declare that the work presented in this research project is my original work. It has never been presented to any other University or Institution of higher learning for the award of any academic qualification. Signature:……………………………Date............................ i | L illian 2014 APPROVAL This is to certify that this research report has been submitted for examination with our approval as University supervisor. Signature:…………………………….. Date: ……………………. Dr.Turyakira Peter (Supervisor) ii | L illian 2014 DEDICATION I dedicate this thesis to my family for the support it has given me to where I am today and my Boss for knowing that there is someone out there who looks out for you. iii | L illian 2014 ACKNOWLEDGMENT My greatest gratitude to the Director Vine Pharmaceuticals ltd. and staff who have supported me throughout my education. This has given me the opportunity to grow professionally and personally. To all my colleagues (MBA CLASS 2012) who have shared their knowledge, opinions and experiences, without your encouragement and support, I would not have been able to go this far. Special thanks to Mark Rujumba, Stephen Omojong and Mutimba Isaiah for all the endless efforts and support. I will forever be indebted to my supervisor Dr. Turyakira Peter - with his intelligent insightful feedback that has skilfully guided me in my work and has been of valuable input and inspiration. Recognition to the Mobile money operators I interviewed, for the time and access to your places of work, simultaneously greeting me with warmth and making me feel genuinely welcome. To my family, thank you for the unconditional love and belief in me. “THANK YOU FOR EVERYTHING”, you have made me a better person. iv | L illian 2014 TABLE OF CONTENTS Page DECLARATION------------------------------------------------------------------------------------------------------------ I APPROVAL ----------------------------------------------------------------------------------------------------------------- II DEDICATION --------------------------------------------------------------------------------------------------------------III ACKNOWLEDGMENT------------------------------------------------------------------------------------------------ IV TABLE OF CONTENTS ---------------------------------------------------------------------------------------- V LIST OF TABLES -------------------------------------------------------------------------------- VII LIST OF FIGURES ---------------------------------------------------------------------------- VIII ABSTRACT ---------------------------------------------------------------------------------------------------------------- IX CHAPTER ONE ----------------------------------------------------------------------------------------------------------- 1 1.0 INTRODUCTION --------------------------------------------------------------------------------------------------- 1 1.1 BACKGROUND TO THE STUDY ----------------------------------------------------------------------------- 1 1.2 STATEMENT OF THE PROBLEM ---------------------------------------------------------------------------- 2 1.3 PURPOSE OF THE STUDY -------------------------------------------------------------------------------------- 3 1.4 SPECIFIC OBJECTIVES ------------------------------------------------------------------------------------------ 3 1.5 RESEARCH QUESTIONS ---------------------------------------------------------------------------------------- 3 1.6 SCOPE OF THE STUDY ------------------------------------------------------------------------------------------ 3 1.6.1 SUBJECT SCOPE ------------------------------------------------------------------------------------------------ 3 1.6.2 GEOGRAPHICAL SCOPE ------------------------------------------------------------------------------------- 3 1.7 SIGNIFICANCE OF THE STUDY------------------------------------------------------------------------------ 3 CHAPTER TWO ---------------------------------------------------------------------------------------------------------- 5 2.0 LITERATURE REVIEW ---------------------------------------------------------------------------------------- 5 2.1 INTRODUCTION --------------------------------------------------------------------------------------------------- 5 2.1 CONSUMERS’ ATTITUDES TOWARDS USING MONEY PRODUCTS -------------------------- 5 2.2 THE ROLE OF CONSUMER SKEPTICISM IN INFLUENCING USAGE OF MOBILE BANKING PRODUCTS -------------------------------------------------------------------------------------------------- 7 2.3 STRATEGIES TO IMPROVE USAGE OF MOBILE MONEY PRODUCTS ------------------------ 8 2.4 SUMMARY OF LITERATURE REVIEW ------------------------------------------------------------------- 10 CHAPTER THREE ------------------------------------------------------------------------------------------------------ 12 3.0 METHODOLOGY ------------------------------------------------------------------------------------------------ 12 3.1 INTRODUCTION -------------------------------------------------------------------------------------------------- 12 3.2 RESEARCH DESIGN --------------------------------------------------------------------------------------------- 12 3.3 STUDY POPULATION ------------------------------------------------------------------------------------------- 12 3.4 SAMPLE SIZE ------------------------------------------------------------------------------------------------------ 13 3.5. SAMPLING TECHNIQUES AND PROCEDURES ------------------------------------------------------ 13 3.6 DATA SOURCES AND COLLECTION METHODS ----------------------------------------------------- 14 3.6.1 DATA SOURCES ------------------------------------------------------------------------------------------------ 14 3.6.2 DATA COLLECTION TOOLS ------------------------------------------------------------------------------- 14 v | L illian 2014 3.7 VALIDITY AND RELIABILITY OF DATA ---------------------------------------------------------------- 14 3.8 DATA PROCESSING AND ANALYSIS -------------------------------------------------------------------- 15 CHAPTER FOUR -------------------------------------------------------------------------------------------------------- 17 4.0 PRESENTATION, INTERPRETATION AND DISCUSSION OF RESEARCH FINDINGS ------------------------------------------------------------------------------------------------------------------ 17 4.1 INTRODUCTION ------------------------------------------------------------------------------------------------- 17 4.2 DEMOGRAPHIC CHARACTERISTICS OF THE RESPONDENTS --------------------------- 17 4.2.1 AGE RANGE ------------------------------------------------------------------------------------------------------ 17 4.2.2 GENDER ----------------------------------------------------------------------------------------------------------- 19 4.2.3 LEVEL OF EDUCATIONAL ATTAINMENT ----------------------------------------------------------- 20 4.2.4 WORKING EXPERIENCE ------------------------------------------------------------------------------------ 22 4.2.5 THE RELATIVE COST OF MOBILE MONEY TRANSACTIONS ---------------------------------- 22 4.3 CONSUMERS’ ATTITUDES TOWARDS USING AIRTEL MONEY IN UGANDA. ------ 24 4.3.1 MARKET SHARE OF MOBILE MONEY SERVICES ------------------------------------------------ 24 4.3.1.1 WHY MTN DOMINATES THE MOBILE MONEY MARKET ------------------------------------- 25 4.3.2 TELECOM MARKET SHARE IN THE VOICE MARKET --------------------------------------------- 28 4.3.3 TELECOM MARKET SHARE IN THE DATA MARKET ---------------------------------------------- 33 4.3.4 REASON FOR CHOICE OF ORANGE DATA SERVICES ------------------------------------------ 34 4.4 THE ROLE OF CONSUMER SCEPTICISM INFLUENCING USAGE OF MOBILE BANKING PRODUCTS ------------------------------------------------------------------------------------------------ 35 4.4.1 SCEPTICISM TOWARDS MOBILE BANKING PRODUCTS -------------------------------------- 36 4.5 STRATEGIES TO IMPROVE USAGE OF AIRTEL MOBILE PRODUCTS IN UGANDA 38 4.5.1 RECOMMENDED STRATEGIES FOR IMPROVING USE OF MOBILE MONEY ---------- 38 CHAPTER FIVE --------------------------------------------------------------------------------------------------------- 41 5.0 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS -------------- 41 5.1 INTRODUCTION ------------------------------------------------------------------------------------------------- 41 5.2 SUMMARY OF STUDY FINDINGS ------------------------------------------------------------------------ 41 5.3 CONCLUSIONS --------------------------------------------------------------------------------------------------- 43 5.4 RECOMMENDATIONS ---------------------------------------------------------------------------------------- 43 5.5 AREAS FOR FURTHER RESEARCH: ------------------------------------------------------------------- 43 REFERENCES ------------------------------------------------------------------------------------------------------------ 45 APPENDIX 1: THE QUESTIONNAIRE ------------------------------------------------------------------------- 48 APPENDIX 2: THE INTERVIEW GUIDE ---------------------------------------------------------------------- 50