This survey research aims to examine the perception and cognition of mobile users toward sales promotion especially price aspect of mobile network operators in Thailand by comparing prepaid with postpaid. The researcher compiled data from 400 samples via questionnaires. The analysis found that, the perception and cognition of mobile users toward sales promotion especially the price aspect, more than 26 percent of both calling and internet via mobile network services chose the wrong answer or unsure while consumers who presume that they understand sales promotion answered the wrong choice more than 21 percent. In addition the mobile network operators have not effected on the perception and cognition of calling and internet towards sales promotion. On the contrary, type of customers – prepaid amd postpaid directly play important role on sales promotion. Postpaid pay more attention than Prepaid and keep track of sales promotion for around three months. TV and radio commercials are the most effective way to increase sales promotion awareness. Nevertheless, no level of influence between mobile network operators and effective awareness found. Consumers are unable to recall details of internet sales promotion greater than calling sales promotion. The increase of service charge is the main reason which encourages consumer to look for new sales promotion. While the complexity of data estimation program built in website and Value added tax (VAT) drastically decrease the perception and cognition of Prepaid to be less than half.
