Abstract

The objective of this study was to examine consumer buying behaviour of mobile phone
handsets and to investigate the reasons underlying mobile phone change with respect to the
following research questions: The effect of demographics on the evaluations of different
attributes related to mobile phone handsets choice: The effect of psychographics on the
evaluations of different attributes related to mobile phone handsets choice: The effect of
behaviour on the evaluations of different attributes related to mobile phone handsets choice.

This study is to help the mobile phone industry as a whole by assisting in filling the knowledge
gap on the understanding of consumer’s choice criteria in mobile phone markets by studying
factors that influence intention to acquire new mobile phones.

Convenience sampling technique was utilized in selection of the sample. Primary data collection
method was used in this study. This study used quantitative method of data analysis. The
quantitative analysis is applied using descriptive statistics. The information was collected using
questionnaire based on the three research questions. Four hundred twenty one questionnaires
were handed out, of which three hundred ninety two were received and analyzed using SPSS.
This was presented using tables and pie charts to give a clear picture of the research findings.

From the analysis, it was concluded that technology and design seemed to be more important
than price and that technological and design factors should be give more importance by mobile
phone manufacturers and/or retailers. Specifically, mobile phone manufacturers should consider
improving on phone weight and size amongst other factors. They should also concentrate on
handset colors, changeability of skin/cover, colour screen, touch screen, iconic menu styles and
minimal keystrokes in terms of design factors.

Further research should be done to the topic in order to understand more about each brand as
technology, design and price vary on brands as well. Also, a more diverse target population
would be more beneficial in this field of study.