Macroenvironmental Factors Affecting the Choices of Mobile Phone Subscribers: Evidence from Saudi Arabia and Yemen

Abstract

The aim of this paper is to investigate the impact of macroenvironmental marketing factors on the choices of subscribers to both Zain of Saudi Arabia and SabaFon of Yemen. A descriptive study was therefore conducted in order to examine the influence of macroenvironmental marketing factors on subscribers' choices. This found that the macroenvironment affects the choices of customers of both the above-mentioned companies.

The results reveal that for Zains subscribers, the most influential macroenvironmental factors were  technological, social, and cultural ones. For SabaFons subscribers, meanwhile, the dominant factors influencing their choices were  economic, demographic, and technological factors. The sample period used was from March 2015 to January 2016.

Keywords: Mobile marketing,, customers choice , macroenvironmental factors.

JEL Classification :M 31