The star of David Essay Example | Topics and Well Written Essays - 1500 words

The star of David - Essay Example The first historical evidence of Star of David is referred to the third century A.D. and it was found on the tombstone in Italian city of Taranto. In literature it's not mentioned until the twelfth century A.D. and it was first found only in the Eshkol ha-Kofer of the Karaite Judah Hadassah (12th century literary Hebrew piece): Hebrew historians note that the Star of David appeared on Jewish amulets approximately in the twelfth century. It was signed on amulets on the hand with other symbols such as pentagrams, stars, the name of god in Hebrew, etc. Nevertheless it's very interesting and probably strange that pentagram, not the hexagram (the Star of David) was mostly spread in magic symbols and attributes of Jewish cult. Scientists and archeologists are not even sure if the Star of David had any similar origins in any culture of ancient Mediterranean: Hellenic or Coptic. Some of historians assume that it might be primary used by Jewish sect of Kabbalah which adopted hexagram from Templars. Jewish sect of kabala uses David star as amulets placing it in glass spheres or using it simply as an amulet and sigh. The spread of usage of Star of david begins in the 14th century in Jewsih communities of Europe. It's a well-known fact that the Star of david was used as decoration on Tanakh of Rabi Rabbi Yoseph bar Yehud ben Marvas from Toledo, Spain. The function of Star of David in synagogues was to carry protective magic powers against evil. It also becomes the element of architectural ensemble in synagogues. Hexagrams are found in ornaments of cathedrals in Brandenburg and Stendhal, but it's interesting that in the ancient Jewish temple of Tell Hum it's not present and pentagram is present on its walls instead. It's a historical fact that the Czech king of bohemia Charles IV issued the red flag with Shield of David to Juwish community of Prague in 1354. But Jews of Hungary had a red flag with pentacles. So it would be inaccurate to talk about hexagram as the symbol of Judaism and Jews back then. Moreover the majority of people in Middle Ages associated Jews with menorah rather than with another symbol of their identity. The choice of hexagram according to modern rabbis was not sudden, as Bible scriptures have enough evidence that salvation will be associated with star. No wonder that geometric figure close to star was chosen for the role now played by the Star of David. As it was mentioned above Torah tells that, the Messiah, will have association with star, symbolizing coming new era. And according to Old Testament Balaam had foretold the coming salvation of the people of Israel n following scriptures: "I see him, but not now; I behold him, but not near; A star (Heb. Cochav) shall come forth from Jacob, and a scepter shall rise from Israel, and shall crush through the forehead of Moab, and tear down all the sons of Sheth. Numbers 24:17" (from Kasdan, Barney THE STAR OF DAVID http://www.kehilatariel.org/tract002.html) As for the meaning of the Star of David it's different for Judaists and for those who observe the cult of Kabala. Rabi describe its meaning as the symbol of unity with god: "In

Islamic Politics and Culture Essay Example | Topics and Well Written Essays - 1000 words - 2

Islamic Politics and Culture - Essay Example From the Sunnis point of view, the immediate caliphs (four in number), were the rightful heirs of Mohammad and they are the one recognized as the leaders of Muslims (Lyon 86). This therefore implies that the Sunnis believed that authority is dictated from the immediate descendants of Prophet Mohammad. Shiites, on the other hand, believe that Prophet Mohammad’s son in law, Ali, was the rightful heir of the Islamic throne ((Lyon 86)). This therefore implies that Shia only recognized Ali as the legitimate successors of Prophet Mohammed. Therefore, even though both of these sects believed in Mohammad as their initial leader, upon his death, there arose differences on who was rightfully supposed to inherit his throne. Mostly, stand out differences between these two sects is not usually religious but political. According to Sigh, Shiites believed that their leader was pure and blameless by nature, they believed that they were absolutely sinless and that their authority is out of question since it is given directly from Allah (26). Therefore, Shia Muslims often look at the Imams as saints and perform excursions to their tombs and shrines in the anticipation of divine intervention. Sunni Muslims on the other hand pledge that there is no foundation in Islam for a heritable advantaged class of spiritual leaders, and there is certainly no base for the honor or intercession of saints. Sunni Muslims maintain that the headship of the community is not a patrimony, but an earned trust that could be assigned or taken away by the Islamic people. Equally important, the Islamic religion entitles both the Sunni and Shiite are to a daily organized prayers at a specific time. However, these two sects usually practice certain rituals in different ways. Sacred practices also vary in terms of the scriptures that are conventional to them. While Shiites generally only recognize hadith attributable to Muhammads direct lineage or to descendants of Ali, Sunni on the contrary take a

Quality Of Life Based On Minimalism Cultural Studies Essay

Quality Of Life Based On Minimalism Cultural Studies Essay Minimalism is a movement where everything is reduced to the most essential part. It stress on the functionality of space. Likewise, it is not only the movement but also a way of life. The important part that is promoted in minimalism shows the vital aspect that we need to look at. In our busy life, we sometimes forget about what we really need. Appreciation of life is being forgotten by the work especially in a hectic country like developed country. Today, this movement is well developed in Japan even though at first this movement came in the west. Minimalism adapt flexibly with their culture. What challenging of the application in this country where the rate of population is quite high while there is no enough space is will it survive. The capability of minimalism in this country proves that Minimalism is still relevant up until today. Hence, it improve the quality of life by slowing the time inside the space in contrast with whats happening outside. This is not only suitable in Japan but also in other country. Of course, it is not applicable in the same way as they do it in Japan. The most important thing is the capability of Minimalism to improve the quality of life through architecture. High quality of life conveys happiness to the users. So where should Minimalism in architecture start? Should the behavior come as the primary aspect or should the behavior be shaped by architecture? After Art Nouveau era die, Modernism born as the consequences of an economic inflation. People no longer looked at an ornament but more to the utilitarian object, a form without ornament. This movement started in Germany when Walter Gropius built an academic institution called Bauhaus in 1919. Ludwig Mies van der Rohe was a founder of form of modern industrial design. He was designing a steel chair which was new on that period.. It was no longer in flamboyant form, on the contrary the form is geometric and have a modern looked . A few years after that, Gropius and Mies as well as with Le Corbusier who believes in Purism and Cubism worked together and discovered an International modern Architecture called Art Deco. This movement was not only influenced England but also America. In Modernism, architecture was created based on the functionality of the space. On the other hand, in 1950s, Free Flow movement came. The form of the design in this period is curve. There was a problem in the politic of Germany that caused some of the artist moving to America and it influenced the next movement in 1960s. Op Art Minimalism and Pop Art were born. Op Art and Minimalism have the same characteristic: strong geometric elements, yet Pop Art emphasises on the good design. As the public reaction away from purity design, Pop Art had quite a big influence to their desire of colour and ornament up until today. The background above shows that Minimalism rooted in Modernism. The fundamental of Modernism is being developed to the Minimalism. Both Modernism and Minimalism, used clean lines and pure geometric form, but Minimalism pursues the essential of quality as a prime objective. Franco Bertoni in his book titled Minimalist Architecture said that a simplicity that exalts the true values of life and eliminates all that is superfluous and misleading around us and obscures recognition of the essential. That is why Minimalism is about discovering the ideal. According Gunter in his book titled Japanese Gardens (2003, p10), Japanese sense of beauty is the veneration of the unique in nature and the perfection of the man-made type. It shows that Japanese possession of best craftsmanship has been existed since then and it has become their nature. Man always makes Japanese garden by isolating selected forms of nature. Creating Japanese garden is not just as simple as putting nature into a framework even so there are some fix requirement and order. Japanese garden is created contextually. It shows on the landscape of Japanese garden that imitate the landscape of Japan, no flat plains. As the reflection of civilization, Shinto is influenced the design of Japanese garden, the veneration of nature and sense of purity which still they convey until this generation. The Japanese believe that nature is the abode of deity. Moreover, they believe that the form of the Japanese architecture is given by nature. Nature is one of the crucial elements in architecture, especially in Japan Minimalism. Without nature, minimalism is not complete. ii. Influence of Western modernism In 1930s, Japan experienced modernization whereby western modernism was being adopted and overlapped Japan modernism. It was supported by the arrival of Kenzo Tange and Maekawa, who worked in Le Corbusiers. Their design is underlay on modern western architecture. Tange was the one who refuse about the fundamental of Japanese architecture. His thinking took part in western thinking, which is the space that human wrested from nature. In 1950s Japonica came under the influence of America. The marriage with west modernism enriches Minimalism and strengthens its fundamental, which was fertile in ancient times. Nevertheless, it does not omit any element of Japan Minimalism. The space of Japanese architecture is now not only spatial and performative but also constructive and objective. Strong culture of Japan makes the Minimalism in Japan become unique even though it is influenced by external influence, the west. Modernism as the root of Minimalism came in German in 1900s. Through the influence from the west, Japan (the east) reinforces their identity in Minimalism. As it was explained before, Japanese culture and the foundation of Minimalism have a strong relationship. It is an inheritance from their ancestor. What is different in the East Minimalism is the infusion of culture. Minimalism flexibly adapts with the culture of Japan and creates their own characteristic. That is why the Japan-ness of Minimalism could be felt in every design. Clean lines and geometric has been developed in Japan since long time ago. The possession of perfection is compatible with the cleanliness of Minimalism. Both of these Minimalism embrace their relationship with surrounding, nature. Nature is one of the essential elements in Minimalism in the West. Nature gives the feeling of neutrality. What comes from the nature is comforting and easy to be adapted. The interaction with nature is achieved by bring the nature inside even if it just a visual connection just like what Japanese did in Japanese garden. From these two examples of similarities, we could see that Minimalism is flexible and adaptable to the society, but the fundamental cannot be changed. d. Characteristic of Minimalism The essential elements in Minimalism are repetition, reduction and neutrality. It is about designing with maximum simplicity inside and out by putting mass, light, landscape, order, containment, essence and expression. The quality of mass and volume is the most visible elements. The solidity is reflected on the physical appearance. This solidity and form corporate at the same time and create a prominent imagery of minimalism. Nature elements such as light and landscape play quite a big role in enriching minimalism. Light gives the sense of divineness to the space. Minimalism is not complete without the presence of nature. The element of nature is not only brought outside but also inside, a blurry connection. According to Pawson, order in Minimalism is about reconsidering received wisdom and searching for essential. Containment determines on the openness of the space. Typical minimalist architecture has an open plan and the openings are placed based on in-depth consideration. Even though Minimalism shows simplicity, it is expressive. Its visual imagery speaks about the history, economics and also they way people live are. Back to the essence of minimalism, repetition is practically being used in minimalist architecture. The used of repetition is comforting. Without similarities, difference could not be recognized. Repetition is geometric shape which derived from Modernism movement, pure form. While other movement is trying to explore the form, Minimalism keeps its appreciation to the pure of form. The reduction is created to evoke serenity of space and reveal textures. The importance of reduction is to emphasize on functionality and the relation with its surrounding because minimalism is about the composition of the holistic. This aspect is referred back to Less is More (Mies van der Rohe) which is show the aesthetic of the building by eliminating and showing the purity of forms. Less is more was developed by Le Corbusier who coined the purism by the meaning of style where flat surface must be pure, smooth, and white. The colour of white gives the sense of neutrality and shows purification. Neutrality is being promoted to emphasize the holistic so that none of the elements will stand out by itself but they will support each other as one. 2. Quality of Life and Social Environment are One Quality of life is a degree which a person enjoys the important possibilities of their life. It is the basic standard of human being that must be achieved in order to achieve well-being. There are three categories of quality of life: being, belonging and becoming. Being includes the personal well-being. Belonging is the happiness between one and social environment while becoming is the happiness between one and the their daily activities. All of these aspects are in relation with social environment because one cannot stand-alone by itself. Environment affects well-being. People happiness depends on the interaction between each of individual and the environment. The significant example is between human and nature, for example temperature. The temperature of the place affects humans mood. If the temperature is appropriate and humans body is able to adapt the temperature, humans mood will not be disturb. It is applied not only in temperature terms but also so in other aspects. We know that Japan is one of the busiest place on earth. Hectic life and high standard of living do not guarantee the high of quality of life. Because of the hectic life, basic needs of human being are usually being forgotten. Nature takes a quite a part in the degree of quality of life. As it is explained before, Japan in ancient times had a strong relationship with nature. Their relation with nature could improve the degree of quality of life and so does in other busy country. Not forgetting other country, the quality of life need to be maintained or even improved so that people could live in even a better environment that give a better affection in our daily life. The reaction of someone on himself, society and surrounding is the measurement of the quality of life. What is the most important on quality of life is, first, to fulfill the basic needs of human being. 3. The way to improve well-being in architecture People spend most of their time in building (architecture) that is why improving well-being in architecture is decent. We eat, sleep, work and live inside architecture. In order to improve the quality of life in architecture, should the architecture created based on behaviorolgy or based on the needs of human being? Good architecture is an architecture that offers happiness to the users. a. Architecture Based on Behaviorology One of the ways to improve quality of life through architecture is creating architecture based on behaviorology. Behaviorology is an independently organized discipline featuring the natural science of behavior. Behaviorologists study the functional relations between behavior and its independent variables in the behavior-determining environment. This study also involves the study of the environment; nature and building. Each of the elements has their own behavior that is distinct from one another. Hence, each element will interact and affect one another. There are three things that we need to look based on behaviorology: the behavior of human beings, nature, and building. As a human being, we know that we are the most conscious and have a big role to control things around us. We could sense the world by our senses. It is the most important thing in human life. Senses are the door to the outside world. Without it, we cannot feel the world. There are 5 senses in human body such as sense of vision, hear, feel, taste and smell. These sense stimulate human to react to their environment. All the senses except taste are appropriate in the correlation with architecture. Vision, hearing, touch, and smell are able to revive the imagination of things that we were felt before. Because of those senses we are able to react and appreciate the place we live on. Behavior of human could be investigate through a timeline, depends on what are we going to look at. The similarities of action are counted as behavior. Nature behavior follows the law physics. Nature happens outside and will enter the space. The law of nature is something that cannot be controlled by human. Compared to human behavior, nature behavior works more consistent. In this condition, architecture becomes the framework where nature will react towards the space. There is also buildings behavior. This could be examined in a quite long time period around 50 to 100 years. In this long-term period, we can see that there is a change in the language of building. The design of typical building from one period to another period shows a movement, a behavior of building. Through this analysis, we could more understand about the society and predict the next building behavior. Architecture that is based on behavior has the intention to achieve the fondness of the users. Fondness indicates high quality of life. The consideration towards these behaviors is applied to architecture. The intention of the space needs to be easy to understand. This shows that behavior shapes the architecture. Behavior is a key to achieve the happiness so that it could be easier to be adapted. People are easier to adapt in a comfortable space even though it is new for them. CASE STUDIES: Takaharu + Yui Tezuka, Atelier Bow-Wow b. Architecture Shapes Behavior It has been explained before that the vital of human being lays on senses. The sensitivity of sense force human being to react with their surrounding consciously and unconsciously. Architecture is the framework where society happens. Human reacts to environment. This reaction shows that architecture is able to shape human behavior. Some of architects, like Tadao Ando, prefer to design architecture in this way. He thinks that architecture has to understand and shape how the users should be. This is a natural reaction of human being towards the given environment. For the example, the design of traffic in a complex of house. Nowadays, people who live in a city could not be separate with car. Access of car is everywhere to make people live easier but it is not what it should be. The correlation with the car should not be embrace too much. Car gives indirect and direct bad influence. It gives pollution that makes people unhappy and separate people from the society. They are not engage to interact with one another. The environment creates an individual personality. CASE STUDY. 4.Minimalism in Maximizing the Quality of Life The basic of Minimalism is about simplicity and reduction to the essential. It emphasizes on the functionality of the space. Minimalism is omitting the unimportant to emphasize the important. Quality of life is, on the other hand, talking about the fulfillment of basic needs. By fulfilling the basic needs, quality of life could be achieved. Today, work burdens our life so that we sometimes forget about what we need to have in our life. In this context, Minimalism are being used as the reaction of hectic life where everything move very fast but when one come to Minimalist space where everything is so simple and lack of decorative, one will feel that the time moves slower. This shows that Minimalism are suitable to achieve a high quality of life. Minimalism and quality of life have the similarities, which is the achievement of basic. The unimportant need to be vanished. As it was explained before, there are two ways how Minimalism improves the quality of life. What is the fundamental t o create a Minimalism instead of putting the foundation of Minimalism? The affection to the users needs to be the biggest consideration in order to achieve good quality of life. Decoration does not affect happiness. Quality of life needs to be construct from the basic, which is why the focus attention that is being promoted in Minimalism is pertinent. Human reacts towards nature and building. Nature is humans first home. It gives human everything that they need. Interaction between human and nature always give a positive affection, which means a good quality of life. Minimalism always promotes landscape (nature) the design. Health and fondness that are generated by the interaction with nature indicate the good quality of life. According to the book titled Minimal: The Big Book of Minimalism by Alex Sanchez Vidiella (2007, p17), facade design and the integration of building with surrounding become the important topic to be explored by modern architect. This aspect enriches Minimalist design. It is proof that Minimalism is still relevant to be applied today. III. Conclusion Minimalism is not only a movement but also a way of life. The reduction to the important is relevant with the achievement of quality of life which the fulfillment of basic needs that give the well-being as a result. Well-being could be constructed through architecture where we spend most of our live inside. Minimalism should be created through the understanding of behavior to achieve the well-being. It is true that architecture is able to shape the behavior but it needs to come after that. These two ways work concurrently and cannot be separated. The thought of what the users want needs to be express through the building in a simplest way so that they understand the thought and the purpose behind it. The clarity and simplicity that is promoted in Minimalism tell about the basic to the users directly. It concludes that Minimalism as a movement and way of life, is able to improve quality of life by omitting the unimportant to emphasize the important that is applied to architecture base d on the behavior instead of creating of architecture to shape the behavior.

Drug and Medication: Lexapro Essay -- Medication, Drug, Escitalpram

Medication/drug name The brand name is Lexapro, but is known generically as Escitalopram. Lexapro is a selective serotonin reuptake inhibitor (SSRI) (Escitalopram, 2011). Lexapro is used to treat: acute and maintenance treatment of Major Depressive Disorder and Acute Treatment of Generalized Anxiety Disorder (Forest Pharmaceuticals, 2012). Lexapro can treat adults for both MDD and GAD. Lexapro is not FDA-indicted to treat adolescent with GAD, but is approved for adolescents (aged 12-17) with MDD. There are no street names for Lexapro, and stated by Forest Pharmaceuticals, animal studies suggest that abuse danger of this drug is low Type of Substance As previously stated, Lexapro is a Selective serotonin reuptake inhibitor. Selective serotonin reuptake inhibitors are by far, the most frequently prescribed antidepressants ("Selective serotonin reuptake," 2013). SSRI’s work by increasing the levels of serotonin, which is a neurotransmitter in the brain (Mandal, n.d.). Serotonin regulates some aspects of the brain including mood, sleep and emotion (Mandal, n.d.). People with depression have low levels of serotonin so the SSRIs block the reuptake of serotonin, which means a greater amount of serotonin than usual remains available in the synaptic space between the two nerves (Mandal, n.d.). SSRIs relieve symptoms of depression and anxiety, are rather safe and generally cause less side effects than other types of antidepressants ("Selective serotonin reuptake," 2013). Lexapro tablets are film coated, round tablets containing esxitalopram oxalate in strengths equal to 5mg, 10mg, and 20 mg ("Lexapro," 2004). Lexapro is obtainable as tablets or an oral solution, the most frequent use is the tablet. The identification of Lexapro tab... ...r 18). Retrieved from http://www.rxlist.com/lexapro-drug.htm Lexapro. (2004). Formulary, 39(2), 79-80. Lexapro. (2004, April). Retrieved from http://www.fda.gov/ohrms/dockets/ac/04/briefing/2004- 4065b1-22-tab11C-Lexapro-Tabs-SLR015.pdf. Lieberman, J. A. (2003). History of the use of antidepressants in primary care. Primary care companion, 5, 6-10. Retrieved from http://www.psychiatrist.com/pcc/pccpdf/v05s07/v05s0702.pdf Mandal, A. (n.d.). Ssris how they work. Retrieved from http://www.news- medical.net/health/SSRIs-How-They-Work.aspx Ramachandria, C. T., Subramanyan, N., Bar, K. J., Baker, G., & Yeragani, V. K. (n.d.). Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3136031/ Selective serotonin reuptake inhibitors (ssris). (2013, July 09). Retrieved from http://www.mayoclinic.org/diseases-conditions/depression/in-depth/ssris/art-20044825

Mesopotamian and Egyptian Culture on the Creation of the Old Testament

The Bible has been around for so many years now, that’s why most people think that it is the most comprehensive book on ancient history. For some, it is even the basis for the creation of other scriptures of other religion, as well as the creation of other religions. However, record shows that there are some important details that is the same in the Bible, the Old Testament with the writings of other culture. This means that there are some significant parts of the holy book that might have been patterned with the writings in other religions or cultures.This means that no matter how old the Bible is, its creation has been influenced by other culture’s and other religion’s writings. The Epic of Gilgamesh Gilgamesh, the Sumerian King from the city of Uruk who lived and ruled around 2500 years B. C. There are no concrete relations of relating the account on Gilgamesh with human history, other than that it was passed through word of mouth some 3,700 years ago – around 2100 B. C. as a part of the oldest works of literature that man knows of which is The Epic of Gilgamesh.As compared to the part of the Book of Exodus wherein Moses liberates the Hebrew slaves out of Egypt, it would be around 1300-1200 B. C. if ever it actually existed. But with these dates, that would make the stories of the Epic of Gilgamesh be around 800-900 years older than that of the Old Testament’s Book of Exodus. This is to build upon the facts of which of them comes first, so that it is easier to tell which of them adopts the ideas of whom. Gilgamesh seemed to have encountered a great flood as well, in The Epics of Gilgamesh.It was when Utanapishtim confided to Gilgamesh about an old city where the gods might reside. It has been moved by the Greater Gods so that they can flood out the whole region to purge the evil-doers. This is much like the Great Flood which was inflicted by God in order to punish the human race. There were also groups of people who were sp ared, those who were given a warning before the punishment was actually inflicted. They were carefully instructed on what ways they will be spared and what they have to do for that matter.Noah was to build an ark with specific dimensions and materials, as for Gilgamesh, he was instructed to tear down a house and build a large boat with a roof. The similarities are obvious. They were both instructed to load up their boats with all animal life forms that they can find. Gilgamesh is considered to be the Babylonian Noah who has lived his purpose and took part in purging the world of sinful elements. The great flood will end all lives on earth, and the only thing that would save them is through constructing a huge ark.This ark will also be filled with all types of animals for them survive the flood. These facts could mean that the part of the Bible telling about Noah could be an adaptation of the earlier Epics of Gilgamesh, as manifested by their similarities in content. Hammurabiâ€℠¢s Laws The sixth king of the Babylonian Dynasty, King Hammurabi, existed some time between 1792 to1750 B. C. and is the known author of the Code of Hammurabi. His existence was about 300 years earlier than that of Moses, the one who liberated the Hebrew slaves from their Egyptian masters, the one has been shown the Ten Commandments of the Lord.Again, this is to establish which comes first, who could’ve copied whom, in the context of Moses and King Hammurabi. The fist concept was on the respect for parents, which established the importance of the family, the most basic unit of daily life. According to Hammurabi, there should always be respect to one’s parents. If a son has struck his father, then the appropriate punishment would be to cut-off his arms. In Mosaic law, death awaits for those who cursed their father and mother and acted stubbornly or rebelliously. Another important aspect would the vitality of marriage.According to Hammurabi, it is ok to send away oneâ₠¬â„¢s wife as long as the husband provides sustenance for their children to be raised properly. On the other hand, Mosaic Law allowed divorce on the grounds that when a spouse is found indecent or unfaithful. Both suggested death for both man and woman if ever they get caught committing adultery. Both has also forbade incest, wherein the punishment would be severe and would more or less be death. Another aspect that showed relevant similarities was on slavery. Both Hammurabi and Mosaic laws permitted to own slaves.However, they are also held liable with the death of any of their slaves. They are the ones who are responsible for their slaves’ actions. Another point of similarity is regarding theft. These cases are not to be treated lightly for both the Mosaic and Hammurabi’s laws. Mosaic law states that for those proven to have stolen something, they must return it five folds if it was killed and if it was alive, it should be returned. Meanwhile, for Hammurabi, it would depend whether thirty or ten times over, depending on the social status.However, if one is caught on the act of robbery, then punishment would be death. The one that manifests great similarity was their point on the laws regarding physical injury. For Mosaic law, if the injury was not serious, the guilty person is fined and the money will be given to the one who the damage was done to. But if the injury was serious, just like what Hammurabi said, it was right to take life for life, an eye for an eye, a tooth for a tooth. Hymn to Aton The Old Testament has also borrowed some texts from important Egyptian texts.The Hymn to the Great God Aton showed some relevant similarities with praises for the Lord, thanking him for all His blessings. Some passages on Psalms are the same with tomb scriptures in the tomb of some relevant figures in Egyptian history to have ever existed. It may be a coincidence, but to bear almost similar thoughts on the same concepts would be nearly impossible. Sina i Covenant The Sinai Covenant, as mediated by Moses, can be considered as the last defining moments in the priestly history of the bond which is formed the divine entity and the human beings.The main components and proponents of this covenant are the brave people of Israel, and were however hampered by the laws and regulations being set by other books like Exodus and Leviticus. So, order to show their grateful nature, they have assigned a whole day for worship. It is the Sabbath day which is also the sign o that covenant, used to keep and uphold the laws. Having this Sabbath day is common for many cultures. This is because people devoted time and effort to their gods, that’s why they have to assign certain days for worship to the Lord. This is also a way to check on everyone’s faith in the religion that they belong to.

An Evaluation on Factors That Influence the Choice of a Mobile Telecommunications Service Provider

TITLE:AN EVALUATION ON FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER TABLE OF CONTENTS 1. Executive Summary3 2. Background4 2. 1Purpose of study5 2. 2Significance of study5 2. 3Research Objectives5 2. 4Research Questions6 3. Methodology7 3. 1Method of Research7 3. 2Types of Research7 3. 3Population7 3. 4Sampling7 4. Sources of data collection8 4. 1Secondary Data8 4. 2Primary Data8 5. Data collection tools8 5. 1Questionnaire8 5. 2Validity and Reliability9 6. Data Analysis10 7. Recommendations15 8. Limitations and Delimitations of the study16 9. Conclusion17 0. References18 11. Appendices19 1. 0Executive Summary The Zimbabwean telecommunication sector has grown rapidly over the past years. This exponential market growth attracted new players to this sector, which in turn resulted in increased competition. The aim of this study was to establish critical factors in the selection of mobile telecommunications service providers. A research instrument was e mployed to collect data from consumers of the three mobile phone operators in Zimbabwe. Convenience sampling, a form of non-probability sampling was used to collect data from 40 participants.This research used descriptive statistics for data analysis and discussions. The results of the study revealed that customers’ selection of which mobile telecommunications service providers to use is influenced by overall service quality, free calls and free SMSs, network capability, reliability of service, network innovativeness, low rate charges, accessibility, promotions with discount, geographic network coverage, family and friends, and customer care. In addition to this, the study found that customers prefer subscribing to the same service provider as their family members and friends.However, visually appealing physical facilities and high profile customers, were found to be the least influential factors in selecting mobile telecommunication service provider. Marketing mix elements a re relevant towards evaluating factors that determine the selection of mobile service provider in Zimbabwe. However, this study incorporated and investigated further by including factors influencing consumer buying behaviour, which makes it more comprehensive for application in telecommunication services.Thus, the focus on consumer behaviour was helpful in situating and understanding customers' buying behaviour in mobile telecommunication services. The study recommended specific marketing strategies to enhance the success of mobile service providers in this competitive market and ensure quality service delivery to satisfy customers. This study had limitations in its research design, strategy and sampling method; hence, areas for future studies addressing these shortcomings have been identified and recommended. 2. 0Background and objectivesThe mobile telecommunication industry has grown over the past few decades and has seen the industry undergoing intense competition to attract and retain customers. The mobile industry has become an important factor in global interactions as computer-based technologies and communication networks are being implemented daily. In the last twenty years, the mobile revolution has truly changed the socio-economic landscape of Zimbabwe and has seen the industry grow rapidly, that is keeping pace with global advancements in the mobile telecommunication market.The year 1997 marked a new era in the Zimbabwe telecommunication sector as it marked the beginning of deregulation of the telecommunications sector, which was previously a monopoly. The Posts and Telecommunications Corporation (PTC) which was wholly owned by the Government; did not have any competition and thus it flourished as the sole fixed line provider. According to Melody (1999) technological change and new service opportunities are factors bearing on the telecom reform process everywhere. In 1996, technological advancement saw the birth of NetOne, the first cellular network operator in Zimbabwe, a subsidiary under the PTC.However, in 1998 things started to change dramatically when the first major new player, Econet Wireless entered the telecommunications market. The deregulation of the telecommunications sector opened the market from a monopolistic market to a competitive multiple service providers. Currently, there are three mobile service providers in Zimbabwe, which are Econet Wireless, Telecel and NetOne, and the competitive pressure is high. The three MSPs compete with each other to grab customers by proving a wide range of both basic services and value added services.The customers enjoy the option of choices among the service operators and thus the competitive environment causes brand consciousness among the subscribers and potential buyers (Melody, 2003). In order to survive the competitive environment, the service providers must ensure network quality, customer acquisition and retention. Table 1 shows the detail of the mobile subscribers in Zi mbabwe, that depicts the market share of the MSPs. 2. 1Purpose of study The purpose of the study was to evaluate factors that determine the selection of mobile service providers.Also to evaluate and understand the consumers buying behaviour in selecting service providers and to help service providers to design more appealing marketing programs which deliver better customer value and thus providing the required returns. 2. 2Significance of study The robust competition between the three mobile network operators in Zimbabwe has intensified. Therefore, identifying and understanding the factors which considerably influence the customer buying behaviour is of greatest importance to the marketers.Thus, the key success factors in mobile telecommunication battles are effectiveness of marketing strategies and understanding of consumer behaviour. The determinant factors for customers choice of the MSP in Zimbabwe is not clear as there is insufficient documentation on the issue. Therefore, ther e is a need to empirically evaluate and analyze the phenomenon for managerial implications. The outcome of the study would provide insights to service providers to take profound actions towards enriching customers’ service experience.Moreover, the study also builds on existing consumer behaviour literature by exploring the factors influencing consumer buying behaviour that ultimately influence the selection of mobile service providers. In addition, the findings of the study will also assist telecommunication companies to invest their resources more efficiently, or to make changes to crucial quality attributes that bring out consumers’ satisfaction levels. 2. 3Research Objectives The overall objective is to ascertain the logic behind customers’ selection of a particular mobile service operator.Sub-objectives †¢To determine the social factors which lead the customer towards selecting a particular mobile service provider. †¢To determine the service qualit y dimensions influencing the customers’ selection of a particular mobile service provider. †¢To establish the influence of marketing mix elements on purchasing behaviour of mobile service operators. 2. 4Research Questions †¢Which social factors influence the selection of a mobile service provider? †¢Which service quality dimensions influence the customers’ selection of a particular mobile service provider? Which marketing mix elements have an influence in purchasing behaviour of mobile service operators? Keywords: Consumer behaviour , Service quality, Price, Promotion, Service availability/place 3. 0METHODOLOGY 3. 1Method of Research This is a quantitative study which mainly will depend on numeric data to classify features and count them. According to Burns & Grove 2005:23, quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information. This research method is used to examine relationships among va riables and to determine the cause-and-effect interactions between variables.This study is concerned with the assessment of factors that influence consumer buying behaviour. 3. 2Types of Research A descriptive research was used for the study to describe factors that influence the customers buying behaviour as well as describing the marketing mix elements that play a role in determining the customers’ selection for mobile service provider. Polit and Hungler 1999 state that the descriptive research mainly describes what exists and may help to uncover new facts and meaning.The purpose of descriptive research is to observe, describe and document aspects of a situation as it naturally occurs. They further state that the descriptive research involves the collection of data that will provide an account or description of individuals, groups or situations. The research instruments that were used for this study were questionnaires with closed questions. 3. 3Population Population select ed for this study were all Bulawayo residents who are customers of any of the three mobile service providers available in Zimbabwe which is unknown. 3. Sampling Saunders, Lewis and Thornhill (2003) state that it is not easy to assess the entire population, therefore, it is necessary to assess a sample of the population as an alternative in order to generalize about the entire population. The researcher will target the Bulawayo residents who visit the National University of Science and Technology Campus along Gwanda Road and Cecil Avenue. The sample size used for the research was 100 respondents and a non-probability sampling technique was used. The convenience sampling method was used to select the targeted sample.According to convenience sapling is a statistical method of drawing representative data by selecting people because of the ease of their volunteering or selecting units because of their availability or easy access. The researcher used this method to get easy access to info rmation from walk in customers at the Main Administration Building (NUST Campus). Time and cost constraints also justified the convenience sampling technique. 3. 5Sources of data collection 3. 5. 1Secondary data Secondary data is the data which is collected for some other purposes or the data which is gathered by previous researchers.The research was involved in a desk research were information about the background of the telecommunications industry was acquired. The researcher also used articles, books and the internet to gather more information about the factors that influence the purchasing behaviour of mobile service provider. The data acquired aided the researcher in the analysis of data as a toll for deriving in reliable and relevant conclusions. 3. 5. 2Primary data In this research primary data was obtained by collecting data from uestionnaires which were administered at the Main Administration Building at the NUST Campus to the target sample size. The researcher issued the r espondents the questionnaire and gave the at most fifteen minutes to fill in the questionnaire. 3. 6Data collection tools There are many tools available for gathering empirical data but it depends upon research question and purpose of study that which tool is used for study. For this study, the researcher used the questionnaire because it is less time consuming, and provides good quality data easily. 3. 6. 1QuestionnaireThe questionnaire is the medium of communication between researcher and respondent. The researcher used close ended questions because of the quantitative nature of the study. The researcher chose the questionnaire because it is considered to be inexpensive, less time consuming and provide good quality data easily (Babbie, 2010). The questionnaire was drafted with the aim of answering the research question and research objectives. The questionnaire consisted of closed-ended questions as they were quicker and easier to answer and readily accessible to coding and quanti tative analysis.The questionnaires consisted of five categories and items on different constructs are organised in each category namely; service quality, price, promotions, availability and social factors. The questionnaires were personally handed to the respondents as they were entering the Main Administration Building. 3. 7Validity and Reliability Gravetter and Forzano (2009) state that the validity of a research study is the degree to which the study accurately answers the question it was intended to answer.According to Babbie (2010), the reliability of a research instrument is the degree of consistency with which the instrument measures the attributes it is supposed to be measuring. Validity and reliability were not measured for this report. 4. DATA ANALYSIS A five-point Likert scale was used to measure the output of each item answered by the respondents. The outputs, frequency tables were generated using the SPSS package and from these the data was presented in bar graphs. More over, the number of respondents who selected each of the response options is reported as percentages of the total number of responses.The total number of questionnaires issued was 40 but there were three spoilt questionnaires, so for the data analysis 37 questionnaires were analysed. Service Providers The findings in Fig 1 reveal that a total of 57% of the respondents were Econet Wireless subscribers, whilst 23% were NetOne and 20% being Telecel subscribers. The findings illustrate that most of the respondents were Econet Wireless subscribers. Frequency Responses from Social Factors Fig 2: Frequencies for Social FactorsThe findings in Figure 2 reveal that a total of 7% of the respondents disagreed, 36% were unsure and 57% agreed that it is important to subscribe to the same service provider with family members and friends. Additionally, 30% of the respondents disagreed, 10% were unsure while 60% agreed to value friends, colleagues and family members’ opinions before buying an y product from the service provider. On the other hand, 95% of the participants disagreed, 1% were unsure and 4% agreed that high profile customers of a particular service provider influence them to choose a mobile service provider.Frequency Responses for Service Quality Dimensions Fig. 3: Frequencies for Service Quality Dimensions Figure 3 reveal that 8% of the participants disagreed, 10% were unsure, 82% agreed that reliability of service influence their choice of the mobile service provider. Moreover, the figure show that 2% of the respondents disagreed, 0% were unsure and 98% agreed that network capabilities of a service provider influence their subscription to a mobile service operator.It is evident that customer’s choice of mobile service provider is significantly influenced by network coverage. It also reflects that 5% of the respondents disagreed, 7% were unsure and 88% agreed that network innovativeness is an important factor that they consider when subscribing to a mobile service provider. Likewise, the results reveal that 18% of the respondents disagreed, 3% were unsure, and 79% agreed that customer care at the service provider outlets influence them to choose a mobile service provider.Frequency Responses for Price Fig 4: Frequencies for Price Findings in Figure 4 illustrate that 15% of the participants disagreed, 2% were unsure, 83% agreed that low rate charges influence them to subscribe to a mobile service provider. Frequency responses to Promotional Mix Fig 5: Frequencies to promotional mix The findings in Figure 5 reveal that the results shows that 63% of the respondents disagreed, 3% were unsure, and 34% agreed that advertisement influences them to subscribe to a mobile service provider.These finding revealed that, the majority of the customers indicated that advertisement does not influence their choice of mobile service provider, thus advertisement was insignificant. Additionally, the findings shows that 17% of the respondents disagre ed, 11% were unsure and 72% agreed that offers such as SIM card offered with initial balance influences their selection of a service provider. Similarly, Figure 5 reveal that 13% of the participants disagreed, 2% were unsure and 85% agreed that free calls and free SMS encourage them to subscribe to a mobile service provider.The findings show that free calls and free SMS significantly determine customers’ choice of mobile network. Frequency Responses from Service Availability Aspects Fig 6: Frequencies from Service Availability Aspects The data in Figure 6 reveals that 37% of the respondent’s disagreed, 30% were unsure, 32% agreed to value visually appealing physical facilities than customer care. Likewise, it illustrates that 11% of the participants disagreed, 10% were unsure and 79% agreed that accessibility of services influence their preference for mobile service provider.That means ease access to telecommunication services influence consumers’ choice. On the other hand, the findings reveal that 51% of the respondents disagreed, 24% were unsure, 25% agreed that international roaming plays an important role when choosing a mobile network. 5. 0RECOMMENDATIONS Based on the findings of this research, the mobile service providers are recommended to: †¢Provide service quality through network quality, network extension and upgrade. †¢Offer quality service at lower rates. †¢Provide more offers for family and friends. †¢Enrich customer’s service experience and loyalty.Value the importance of day-to-day interactions, such as response quality in call centers, skills of staffs in retail outlets, speed of technical repair and other measures. †¢Pay attention to staff skill possession, knowledge, attention to customers and their needs, offering of fast and efficient services and general attitude to customer services. †¢Consistently monitor what customers want and what they get through the feedbacks, then identify t he gap in between through research and bridge the gap through continuous innovation. 6. 0LIMITATIONS AND DELIMITATIONS OF THE STUDYA discussion of the study limitations demonstrates that the researcher understands that no research project is perfectly designed; consequently, the researcher will make no overweening claims about generalizability or conclusiveness about what has been learned (Marshall and Rossman, 2011). This study was limited to evaluate the factors that determine the selection of mobile service provider. In fact, considering resources and time constraints, the research was limited to one town in Zimbabwe. Therefore, it cannot be representative of the whole of Zimbabwe population’s behaviour. Some of the limitations originated from the tool that was used.The use of the closed ended questionnaire meant that it was not possible to ask follow-up questions and thus finding out the reasons for selecting a particular service provider over the other. The other concern is that this study was measuring factors affecting consumers’ perception in the telecommunication sectors were measured, but there is a lack of related literature. The delimitations of a study are those characteristics that limit the scope of the inquiry and define boundaries for the study (Ledez, 2008). Furthermore, the delimitations of this study were also related to the use of a singular research design as opposed to triangulation.The research instrument and the number of test items were also limited. 7. 0CONCLUSION This study aimed to evaluate the factors that determine the selection of mobile service providers in Zimbabwe. Zimbabwe’s mobile telecommunication market has grown over the past decade and it is highly competitive. In any competitive environment, firms are likely to compete in order to attract and retain customers. However, it is extremely important that a company recognizes the needs, wants, tastes, criteria and the perceptions of its customers.The stu dy employed data representing factors that influence customers’ selection of mobile network to identify and meet customers’ needs and wants as well as to establish the perceived and preferred service quality, activities that would entice customers, the prices that customers are willing and able to pay, and the possible best ways of utilizing available resources to supply the needed/desired services. The Zimbabwean mobile networks must maintain a combination of all these variables in order to succeed in a competitive telecommunication market as well as to enjoy the uch-needed profit to invest in network infrastructure, innovations and human resources. Providing superior service quality, particularly, in the dimensions of network quality and performance, reliability, responsiveness, and convenience, is of utmost importance that requires mobile service provider managerial attention in order to attract and retain customers. The study suggested that regulators in the Zimbab we’s telecommunication sector should take appropriate measures to include these dimensions in undertaking objective assessment of quality of service of mobile telephone operators in safeguarding customers’ interest.In this study, the focus on marketing mix elements and consumer behaviour was helpful in situating and understanding customers' preferences and buying behaviour in mobile telecommunication services. Besides, it is evident that customers’ choice is largely influenced by marketing mix elements. The current study established that customers look at the call rates; promotional mix offers such as free calls/minutes and free SMSs, and promotions with discount and free sample play a vital role in customers’ choice of mobile service provider . REFERENCES 1. Babbie, E. R. (2010), The Practice of Social Research. 2th edition. USA: Wadsworth. 2. Burns and Grove aker, M. J. (2003), The Marketing Book. 5th edition. USA: Butterworth-Heinemann. 3. Gravetter, F . J. and Forzano, L. B. (2009). Research Methods for the Behavioural Sciences. 3rd edition. USA:Wadsworth. 4. Hanif, M. , Hafeez, S. , and Riaz, A. (2010). Factors Affecting Customer Satisfaction. International Research Journal of Finance and Economics [online], 60 (2010), p. 44-52. Available from: http://www. eurojournals. com/irjfe_60_04. pdf [Accessed 22 February 2013]. 5. Kapoor, R. , Paul, J. and Halder, B. (2011). Services marketing: Concepts and Practices.New Delhi: McGraw-Hill. 6. Marshall, C. and Rossman, G. (2011). Designing Qualitative Research. 5th edition. California: Sage Publications, Inc. 7. Melody, W. H. (1999). Telecom Reform: Progress and Prospects. Telecommunications Policy, 23 (1999), p. 7 – 34. 8. Melody, W. H. , (2003). Preparing the Information Infrastructure for the Network Economy. World Telecommunications Markets: International Handbook of Telecommunications Economics, Vol. III, p. 1-27. 9. Paulrajan, R. and Rajkumar, H. (2011). Service Quality and Customers Preference of Cellular Mobile Service Providers.Journal of Technology Management & Innovation, 6(1), p. 38-45. 10. Thornhill, N. (2003). Your research Project. 2nd edition. London: Sage. 11. Wilson, R. M. S. and Gilligan, C. (2005). Strategic Marketing Management: Planning, Implementation and Control, 3rd edition. Elsevier Butterworth-Heinemann. Appendix 1 Table 1: Subscriber base in Zimbabwe Service ProviderNumber of Subscribers Econet Wireless10. 2 million NetOne2. 6 million Telecel1. 8 million Appendix 2 A QUESTIONNAIRE ON EVALUATION OF FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER Good day, my name is Thembelihle Moyo.I am a student at the National University of Science and Technology doing Master of Science Degree in Marketing. I am carrying out a evaluation on factors that influence the selection of a particular mobile service provider. The information solicited herein is purely for academic purposes and will be treated in the stric test confidence. 1. Which service provider’s connection do you have? Econet Telecel NetOne 2. Social Factors Using a scale of 1 to 5, with 5 being â€Å"strongly agree† and 1 being â€Å"strongly disagree†. Please indicate the extent to which you agree or disagree with the following statements:Strongly DisagreeDisagreeNot SureAgreeStrongly Agree Family and friends should be the sole reason of choosing a mobile network I value the opinions of my friends when making purchasing decisions High profile customers inspire me in making purchase decisions 3. Service Quality Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The mobile service provider I use is reliable The mobile service provider has a wide network coverage The mobile service provider has high quality in network innovativeness The have high standards of customer care 4. Price Strongly DisagreeDisagreeNot SureAgreeStrongly AgreeThe low rate charges attract customers to this service provider 5. Promotion al Mix Elements Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The advertisements of this mobile service provider attracted me to be their subscriber The sim card with initial balance attracted me to this mobile service provider The free calls and free sms attracted me to be a subscriber 6. Service Availability Aspects Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The offices are visually appealing The service is easily accessible International roaming is one aspect that is essential in a mobile line THANK YOU An Evaluation on Factors That Influence the Choice of a Mobile Telecommunications Service Provider TITLE:AN EVALUATION ON FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER TABLE OF CONTENTS 1. Executive Summary3 2. Background4 2. 1Purpose of study5 2. 2Significance of study5 2. 3Research Objectives5 2. 4Research Questions6 3. Methodology7 3. 1Method of Research7 3. 2Types of Research7 3. 3Population7 3. 4Sampling7 4. Sources of data collection8 4. 1Secondary Data8 4. 2Primary Data8 5. Data collection tools8 5. 1Questionnaire8 5. 2Validity and Reliability9 6. Data Analysis10 7. Recommendations15 8. Limitations and Delimitations of the study16 9. Conclusion17 0. References18 11. Appendices19 1. 0Executive Summary The Zimbabwean telecommunication sector has grown rapidly over the past years. This exponential market growth attracted new players to this sector, which in turn resulted in increased competition. The aim of this study was to establish critical factors in the selection of mobile telecommunications service providers. A research instrument was e mployed to collect data from consumers of the three mobile phone operators in Zimbabwe. Convenience sampling, a form of non-probability sampling was used to collect data from 40 participants.This research used descriptive statistics for data analysis and discussions. The results of the study revealed that customers’ selection of which mobile telecommunications service providers to use is influenced by overall service quality, free calls and free SMSs, network capability, reliability of service, network innovativeness, low rate charges, accessibility, promotions with discount, geographic network coverage, family and friends, and customer care. In addition to this, the study found that customers prefer subscribing to the same service provider as their family members and friends.However, visually appealing physical facilities and high profile customers, were found to be the least influential factors in selecting mobile telecommunication service provider. Marketing mix elements a re relevant towards evaluating factors that determine the selection of mobile service provider in Zimbabwe. However, this study incorporated and investigated further by including factors influencing consumer buying behaviour, which makes it more comprehensive for application in telecommunication services.Thus, the focus on consumer behaviour was helpful in situating and understanding customers' buying behaviour in mobile telecommunication services. The study recommended specific marketing strategies to enhance the success of mobile service providers in this competitive market and ensure quality service delivery to satisfy customers. This study had limitations in its research design, strategy and sampling method; hence, areas for future studies addressing these shortcomings have been identified and recommended. 2. 0Background and objectivesThe mobile telecommunication industry has grown over the past few decades and has seen the industry undergoing intense competition to attract and retain customers. The mobile industry has become an important factor in global interactions as computer-based technologies and communication networks are being implemented daily. In the last twenty years, the mobile revolution has truly changed the socio-economic landscape of Zimbabwe and has seen the industry grow rapidly, that is keeping pace with global advancements in the mobile telecommunication market.The year 1997 marked a new era in the Zimbabwe telecommunication sector as it marked the beginning of deregulation of the telecommunications sector, which was previously a monopoly. The Posts and Telecommunications Corporation (PTC) which was wholly owned by the Government; did not have any competition and thus it flourished as the sole fixed line provider. According to Melody (1999) technological change and new service opportunities are factors bearing on the telecom reform process everywhere. In 1996, technological advancement saw the birth of NetOne, the first cellular network operator in Zimbabwe, a subsidiary under the PTC.However, in 1998 things started to change dramatically when the first major new player, Econet Wireless entered the telecommunications market. The deregulation of the telecommunications sector opened the market from a monopolistic market to a competitive multiple service providers. Currently, there are three mobile service providers in Zimbabwe, which are Econet Wireless, Telecel and NetOne, and the competitive pressure is high. The three MSPs compete with each other to grab customers by proving a wide range of both basic services and value added services.The customers enjoy the option of choices among the service operators and thus the competitive environment causes brand consciousness among the subscribers and potential buyers (Melody, 2003). In order to survive the competitive environment, the service providers must ensure network quality, customer acquisition and retention. Table 1 shows the detail of the mobile subscribers in Zi mbabwe, that depicts the market share of the MSPs. 2. 1Purpose of study The purpose of the study was to evaluate factors that determine the selection of mobile service providers.Also to evaluate and understand the consumers buying behaviour in selecting service providers and to help service providers to design more appealing marketing programs which deliver better customer value and thus providing the required returns. 2. 2Significance of study The robust competition between the three mobile network operators in Zimbabwe has intensified. Therefore, identifying and understanding the factors which considerably influence the customer buying behaviour is of greatest importance to the marketers.Thus, the key success factors in mobile telecommunication battles are effectiveness of marketing strategies and understanding of consumer behaviour. The determinant factors for customers choice of the MSP in Zimbabwe is not clear as there is insufficient documentation on the issue. Therefore, ther e is a need to empirically evaluate and analyze the phenomenon for managerial implications. The outcome of the study would provide insights to service providers to take profound actions towards enriching customers’ service experience.Moreover, the study also builds on existing consumer behaviour literature by exploring the factors influencing consumer buying behaviour that ultimately influence the selection of mobile service providers. In addition, the findings of the study will also assist telecommunication companies to invest their resources more efficiently, or to make changes to crucial quality attributes that bring out consumers’ satisfaction levels. 2. 3Research Objectives The overall objective is to ascertain the logic behind customers’ selection of a particular mobile service operator.Sub-objectives †¢To determine the social factors which lead the customer towards selecting a particular mobile service provider. †¢To determine the service qualit y dimensions influencing the customers’ selection of a particular mobile service provider. †¢To establish the influence of marketing mix elements on purchasing behaviour of mobile service operators. 2. 4Research Questions †¢Which social factors influence the selection of a mobile service provider? †¢Which service quality dimensions influence the customers’ selection of a particular mobile service provider? Which marketing mix elements have an influence in purchasing behaviour of mobile service operators? Keywords: Consumer behaviour , Service quality, Price, Promotion, Service availability/place 3. 0METHODOLOGY 3. 1Method of Research This is a quantitative study which mainly will depend on numeric data to classify features and count them. According to Burns & Grove 2005:23, quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information. This research method is used to examine relationships among va riables and to determine the cause-and-effect interactions between variables.This study is concerned with the assessment of factors that influence consumer buying behaviour. 3. 2Types of Research A descriptive research was used for the study to describe factors that influence the customers buying behaviour as well as describing the marketing mix elements that play a role in determining the customers’ selection for mobile service provider. Polit and Hungler 1999 state that the descriptive research mainly describes what exists and may help to uncover new facts and meaning.The purpose of descriptive research is to observe, describe and document aspects of a situation as it naturally occurs. They further state that the descriptive research involves the collection of data that will provide an account or description of individuals, groups or situations. The research instruments that were used for this study were questionnaires with closed questions. 3. 3Population Population select ed for this study were all Bulawayo residents who are customers of any of the three mobile service providers available in Zimbabwe which is unknown. 3. Sampling Saunders, Lewis and Thornhill (2003) state that it is not easy to assess the entire population, therefore, it is necessary to assess a sample of the population as an alternative in order to generalize about the entire population. The researcher will target the Bulawayo residents who visit the National University of Science and Technology Campus along Gwanda Road and Cecil Avenue. The sample size used for the research was 100 respondents and a non-probability sampling technique was used. The convenience sampling method was used to select the targeted sample.According to convenience sapling is a statistical method of drawing representative data by selecting people because of the ease of their volunteering or selecting units because of their availability or easy access. The researcher used this method to get easy access to info rmation from walk in customers at the Main Administration Building (NUST Campus). Time and cost constraints also justified the convenience sampling technique. 3. 5Sources of data collection 3. 5. 1Secondary data Secondary data is the data which is collected for some other purposes or the data which is gathered by previous researchers.The research was involved in a desk research were information about the background of the telecommunications industry was acquired. The researcher also used articles, books and the internet to gather more information about the factors that influence the purchasing behaviour of mobile service provider. The data acquired aided the researcher in the analysis of data as a toll for deriving in reliable and relevant conclusions. 3. 5. 2Primary data In this research primary data was obtained by collecting data from uestionnaires which were administered at the Main Administration Building at the NUST Campus to the target sample size. The researcher issued the r espondents the questionnaire and gave the at most fifteen minutes to fill in the questionnaire. 3. 6Data collection tools There are many tools available for gathering empirical data but it depends upon research question and purpose of study that which tool is used for study. For this study, the researcher used the questionnaire because it is less time consuming, and provides good quality data easily. 3. 6. 1QuestionnaireThe questionnaire is the medium of communication between researcher and respondent. The researcher used close ended questions because of the quantitative nature of the study. The researcher chose the questionnaire because it is considered to be inexpensive, less time consuming and provide good quality data easily (Babbie, 2010). The questionnaire was drafted with the aim of answering the research question and research objectives. The questionnaire consisted of closed-ended questions as they were quicker and easier to answer and readily accessible to coding and quanti tative analysis.The questionnaires consisted of five categories and items on different constructs are organised in each category namely; service quality, price, promotions, availability and social factors. The questionnaires were personally handed to the respondents as they were entering the Main Administration Building. 3. 7Validity and Reliability Gravetter and Forzano (2009) state that the validity of a research study is the degree to which the study accurately answers the question it was intended to answer.According to Babbie (2010), the reliability of a research instrument is the degree of consistency with which the instrument measures the attributes it is supposed to be measuring. Validity and reliability were not measured for this report. 4. DATA ANALYSIS A five-point Likert scale was used to measure the output of each item answered by the respondents. The outputs, frequency tables were generated using the SPSS package and from these the data was presented in bar graphs. More over, the number of respondents who selected each of the response options is reported as percentages of the total number of responses.The total number of questionnaires issued was 40 but there were three spoilt questionnaires, so for the data analysis 37 questionnaires were analysed. Service Providers The findings in Fig 1 reveal that a total of 57% of the respondents were Econet Wireless subscribers, whilst 23% were NetOne and 20% being Telecel subscribers. The findings illustrate that most of the respondents were Econet Wireless subscribers. Frequency Responses from Social Factors Fig 2: Frequencies for Social FactorsThe findings in Figure 2 reveal that a total of 7% of the respondents disagreed, 36% were unsure and 57% agreed that it is important to subscribe to the same service provider with family members and friends. Additionally, 30% of the respondents disagreed, 10% were unsure while 60% agreed to value friends, colleagues and family members’ opinions before buying an y product from the service provider. On the other hand, 95% of the participants disagreed, 1% were unsure and 4% agreed that high profile customers of a particular service provider influence them to choose a mobile service provider.Frequency Responses for Service Quality Dimensions Fig. 3: Frequencies for Service Quality Dimensions Figure 3 reveal that 8% of the participants disagreed, 10% were unsure, 82% agreed that reliability of service influence their choice of the mobile service provider. Moreover, the figure show that 2% of the respondents disagreed, 0% were unsure and 98% agreed that network capabilities of a service provider influence their subscription to a mobile service operator.It is evident that customer’s choice of mobile service provider is significantly influenced by network coverage. It also reflects that 5% of the respondents disagreed, 7% were unsure and 88% agreed that network innovativeness is an important factor that they consider when subscribing to a mobile service provider. Likewise, the results reveal that 18% of the respondents disagreed, 3% were unsure, and 79% agreed that customer care at the service provider outlets influence them to choose a mobile service provider.Frequency Responses for Price Fig 4: Frequencies for Price Findings in Figure 4 illustrate that 15% of the participants disagreed, 2% were unsure, 83% agreed that low rate charges influence them to subscribe to a mobile service provider. Frequency responses to Promotional Mix Fig 5: Frequencies to promotional mix The findings in Figure 5 reveal that the results shows that 63% of the respondents disagreed, 3% were unsure, and 34% agreed that advertisement influences them to subscribe to a mobile service provider.These finding revealed that, the majority of the customers indicated that advertisement does not influence their choice of mobile service provider, thus advertisement was insignificant. Additionally, the findings shows that 17% of the respondents disagre ed, 11% were unsure and 72% agreed that offers such as SIM card offered with initial balance influences their selection of a service provider. Similarly, Figure 5 reveal that 13% of the participants disagreed, 2% were unsure and 85% agreed that free calls and free SMS encourage them to subscribe to a mobile service provider.The findings show that free calls and free SMS significantly determine customers’ choice of mobile network. Frequency Responses from Service Availability Aspects Fig 6: Frequencies from Service Availability Aspects The data in Figure 6 reveals that 37% of the respondent’s disagreed, 30% were unsure, 32% agreed to value visually appealing physical facilities than customer care. Likewise, it illustrates that 11% of the participants disagreed, 10% were unsure and 79% agreed that accessibility of services influence their preference for mobile service provider.That means ease access to telecommunication services influence consumers’ choice. On the other hand, the findings reveal that 51% of the respondents disagreed, 24% were unsure, 25% agreed that international roaming plays an important role when choosing a mobile network. 5. 0RECOMMENDATIONS Based on the findings of this research, the mobile service providers are recommended to: †¢Provide service quality through network quality, network extension and upgrade. †¢Offer quality service at lower rates. †¢Provide more offers for family and friends. †¢Enrich customer’s service experience and loyalty.Value the importance of day-to-day interactions, such as response quality in call centers, skills of staffs in retail outlets, speed of technical repair and other measures. †¢Pay attention to staff skill possession, knowledge, attention to customers and their needs, offering of fast and efficient services and general attitude to customer services. †¢Consistently monitor what customers want and what they get through the feedbacks, then identify t he gap in between through research and bridge the gap through continuous innovation. 6. 0LIMITATIONS AND DELIMITATIONS OF THE STUDYA discussion of the study limitations demonstrates that the researcher understands that no research project is perfectly designed; consequently, the researcher will make no overweening claims about generalizability or conclusiveness about what has been learned (Marshall and Rossman, 2011). This study was limited to evaluate the factors that determine the selection of mobile service provider. In fact, considering resources and time constraints, the research was limited to one town in Zimbabwe. Therefore, it cannot be representative of the whole of Zimbabwe population’s behaviour. Some of the limitations originated from the tool that was used.The use of the closed ended questionnaire meant that it was not possible to ask follow-up questions and thus finding out the reasons for selecting a particular service provider over the other. The other concern is that this study was measuring factors affecting consumers’ perception in the telecommunication sectors were measured, but there is a lack of related literature. The delimitations of a study are those characteristics that limit the scope of the inquiry and define boundaries for the study (Ledez, 2008). Furthermore, the delimitations of this study were also related to the use of a singular research design as opposed to triangulation.The research instrument and the number of test items were also limited. 7. 0CONCLUSION This study aimed to evaluate the factors that determine the selection of mobile service providers in Zimbabwe. Zimbabwe’s mobile telecommunication market has grown over the past decade and it is highly competitive. In any competitive environment, firms are likely to compete in order to attract and retain customers. However, it is extremely important that a company recognizes the needs, wants, tastes, criteria and the perceptions of its customers.The stu dy employed data representing factors that influence customers’ selection of mobile network to identify and meet customers’ needs and wants as well as to establish the perceived and preferred service quality, activities that would entice customers, the prices that customers are willing and able to pay, and the possible best ways of utilizing available resources to supply the needed/desired services. The Zimbabwean mobile networks must maintain a combination of all these variables in order to succeed in a competitive telecommunication market as well as to enjoy the uch-needed profit to invest in network infrastructure, innovations and human resources. Providing superior service quality, particularly, in the dimensions of network quality and performance, reliability, responsiveness, and convenience, is of utmost importance that requires mobile service provider managerial attention in order to attract and retain customers. The study suggested that regulators in the Zimbab we’s telecommunication sector should take appropriate measures to include these dimensions in undertaking objective assessment of quality of service of mobile telephone operators in safeguarding customers’ interest.In this study, the focus on marketing mix elements and consumer behaviour was helpful in situating and understanding customers' preferences and buying behaviour in mobile telecommunication services. Besides, it is evident that customers’ choice is largely influenced by marketing mix elements. The current study established that customers look at the call rates; promotional mix offers such as free calls/minutes and free SMSs, and promotions with discount and free sample play a vital role in customers’ choice of mobile service provider . REFERENCES 1. Babbie, E. R. (2010), The Practice of Social Research. 2th edition. USA: Wadsworth. 2. Burns and Grove aker, M. J. (2003), The Marketing Book. 5th edition. USA: Butterworth-Heinemann. 3. Gravetter, F . J. and Forzano, L. B. (2009). Research Methods for the Behavioural Sciences. 3rd edition. USA:Wadsworth. 4. Hanif, M. , Hafeez, S. , and Riaz, A. (2010). Factors Affecting Customer Satisfaction. International Research Journal of Finance and Economics [online], 60 (2010), p. 44-52. Available from: http://www. eurojournals. com/irjfe_60_04. pdf [Accessed 22 February 2013]. 5. Kapoor, R. , Paul, J. and Halder, B. (2011). Services marketing: Concepts and Practices.New Delhi: McGraw-Hill. 6. Marshall, C. and Rossman, G. (2011). 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Appendix 1 Table 1: Subscriber base in Zimbabwe Service ProviderNumber of Subscribers Econet Wireless10. 2 million NetOne2. 6 million Telecel1. 8 million Appendix 2 A QUESTIONNAIRE ON EVALUATION OF FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER Good day, my name is Thembelihle Moyo.I am a student at the National University of Science and Technology doing Master of Science Degree in Marketing. I am carrying out a evaluation on factors that influence the selection of a particular mobile service provider. The information solicited herein is purely for academic purposes and will be treated in the stric test confidence. 1. Which service provider’s connection do you have? Econet Telecel NetOne 2. Social Factors Using a scale of 1 to 5, with 5 being â€Å"strongly agree† and 1 being â€Å"strongly disagree†. Please indicate the extent to which you agree or disagree with the following statements:Strongly DisagreeDisagreeNot SureAgreeStrongly Agree Family and friends should be the sole reason of choosing a mobile network I value the opinions of my friends when making purchasing decisions High profile customers inspire me in making purchase decisions 3. Service Quality Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The mobile service provider I use is reliable The mobile service provider has a wide network coverage The mobile service provider has high quality in network innovativeness The have high standards of customer care 4. Price Strongly DisagreeDisagreeNot SureAgreeStrongly AgreeThe low rate charges attract customers to this service provider 5. Promotion al Mix Elements Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The advertisements of this mobile service provider attracted me to be their subscriber The sim card with initial balance attracted me to this mobile service provider The free calls and free sms attracted me to be a subscriber 6. Service Availability Aspects Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The offices are visually appealing The service is easily accessible International roaming is one aspect that is essential in a mobile line THANK YOU