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Keywords: Mobile phone plans
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (6): 734–753.
Published: 05 September 2016
... a scenario and fictional advertisements for 24-month mobile phone plans. This was complemented by 24 in-depth interviews with consumers who had recently purchased “real” plans and their assessment of these. Findings Extra information in the form of unit pricing has a positive influence on consumers...
