Resumen

SSONKO, GW  y  TAIT, M. Price Perceptions of Mobile Money Users in Uganda. JCMAN [online]. 2018, vol.15, n.1, pp.395-423. ISSN 1815-7440.

Demographic attributes such as gender, educational attainments, and income amongst others are often used as a basis for market segmentation on account of the assumption that these variables influence price sensitivity and perception (Munnukka 2008:189). In contrast to price which is the quantity of payment or compensation given by one party to another in return for one unit of goods or services (Asmundson 2013:43), price perception is the mental schema of a consumer's perspective about a price and how it influences one's reality. The purpose of this paper is to assess how demographic attributes of gender, marital status, educational level and income influence price perceptions amongst mobile money users (MMU) in Uganda. The study gathered data from Kampala where 70-75% of national taxes are collected and the bulk of mobile money transactions emanate. A multinomial logistic regression model was specified and tested using SPSS version 20 to provide an explanation of the likelihood of MMU subjectively categorising price of mobile money services (MMS). Results of the data anlaysis show that none of the demographic attributes of sex, marital status, educational level and income have a statistically significant influence on price perceptions in agreement with (Munnukka 2008:193). The lack of statistical significance may be on account of the high education attainments and urbanite nature of the sample. Increase in education gives rise to more efficient consumer behaviour as consumers are more knowledgeable making it easier to undertake an objective deeper analysis of mobile network operator (MNO) pricing of MMS. Urban dwellers have more experiential learning from their environment which may further enhance awareness and knowledge. This study is a harbinger for marketers of MMS in Uganda in particular and the East African region in general. It provides an opportunity for marketers to reflect on the key determinants of market segmentation and drivers of price perception.

Palabras clave : Mobile money services (MMS); mobile money users (MMU); mobile network operators (MNOs); multinomial logistic regression; price perception and Uganda.

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