3. Methodology
3.1. Population
General public within Rawalpindi city of Pakistan were treated as the population of this study. Survey was targeted to the user of GSM telecommunication services and all the GSM mobile phone operators such as U-fone, Telenor, Mobilink, Warid or Zong were taken aboard.
3.2. Procedure
It was decided to collect at least 150 questionnaires to well support to come at reasonable conclusion therefore, 250 questionnaires were floated among subjects using non-probability convenience sampling method. The respondents were asked to apprise about their feelings or emotional bonding with preferred mobile phone operator / brand. In most of the cases self administered approach was used to solicit factual responses in timely manner. Data obtained in this regard was punched and analyzed through SPSS 15.0.