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INTRODUCTION
The aim of this study is to investigate the factors that affect the consumer buying
behavior towards mobile phone. With the help of factor analysis seven decision factors of
consumer buying behavior were derived. On these seven factors a multiple regression
analysis was performed with perceived satisfaction of consumers in terms of buying
decision as a dependent variable. The study provided useful insights of the consumer
buying behavior towards mobile phones.
order to create value for consumers and profits for organizations, marketers need to
understand why consumers behave in certain ways to a variety of product and services
offered. In order to determine the factors those influence the preferences of the today’s
situations is vital.
Understanding consumer behavior and knowing customers have and never will be
simple. Consumers may say one thing but do another. They may not be in touch with
their deeper motivations. They may respond to influences that change their mind at the
last minute. These issues have lead to theories like that of the black box approach taken
on by Futrell (2000). It refers to how marketers are not able to tap into consumer minds,
thus “keeping them in the dark” (Futrell, 2000, p.3). In other words, marketers can apply
various stimuli and observe the conduct of consumers, but they cannot observe the
and the mental, emotional and physical processes they use to select, obtain, consume and
dispose of products or services, to satisfy needs and wants, and the impact that these
many internal and external forces or stimuli. The starting point is the manufacturers and
marketer’s stimuli in the form of product offering through some promotional methods,
available of the product or services at a reasonable price and to satisfy and retain the
customers through proper customer relationship management method. The marketing and
environmental stimuli enter the buyer’s mind through cultural, social, personal and
psychological factors i.e., the choice of the product/brand/service is totally depends upon
Peers have more influence amongst teenager’s smart phone buyers compared to
parental influence (Lachance et al., 2003). Bristol and Manglegurg (2005) say “Peer
consumer goods.” Consumer behavior in context of mobile phones has been studied
widely throughout the globe, indicating the importance of price, technology and brand as
that price, brand and size of the phone are the main factors in purchase of any new mobile
phone.
The result of impressions of consumers gained from various sources about the
brand is called brand image. Many factors such as trying out the Camera Speed &
Performance Battery Life Brand & Advertising Price Advantage Reviews and
Recommendations .Brand image is seen as the sum of the emotional and aesthetic
impressions that occur in the consumers about the product. Various characteristics such
as what that the brand reminds, what it evokes in the eyes of the consumer as well as the
buying behavior of the consumer must be dealt with in order to determine the brand
There are seven factors that influenced consumers’ brand loyalty towards certain
brands. The factors are “Camera, Speed & Performance, Battery Life , Brand &
On the study of Doyle (2002), the important product decisions in any marketing
context are product, variety, product performance, product features, product design,
product presentation, sizes, etc. Attitude of the consumer plays an important role in
towards a brand is not only a product of their cognitive evaluations of that individual
brand but are also determined by their perception of other competing brands within the
consideration set. (Ronnie, Anne and Karinna, 2006). Product features (Fragrance /
Texture / Design / Color) is one of the most important factors that affect brand
If a product fulfills the customer’s expectations, the customer will be pleased and
consider that the product is of acceptable or even high quality. If his or her expectations
are not fulfilled, the customer will consider that the product is of low quality. This means
that the quality of a product may be defined as the ability to satisfy the customer’s needs
Garvin (1987) proposed that product quality can be captured in eight dimensions:
perceived quality. Quality assessment is very critical and personal that may be viewed
from different dimensions, particularly the product attributes/features and its outlook, its
Income of the buyer may determine the degree of quality of a product; a particular
brand may be viewed as of good quality by the person having low income and low
The price of a brand and company and store prestige may be considered as
significant cues for quality. It is encouraging to be able to confirm that such stimuli as
price information and the reputation of a store or company are used as cues to the quality
according to prospect theory (Tversky and Kahneman, 1991); this perception affects the
Consumers have a variety of prices in their memory against which they evaluate
the current price of a product. The upper price limit is the price above which the
While the lower price limit is the price below which the consumer considers the product
to be of poor quality. The acceptable price range is the difference between the two limits.
In addition to price uncertainty, the width of the acceptable price range is determined by
the “customer’s price consciousness” (Widrick and Sorce, 1991, p.4), “price knowledge”
(Kosenko and Rahtz, 1988, p.16), or “purchase frequency” (Urbany and Dickson, 1991,
p.17). Hence, these studies suggested that occasional buyers (presumably with higher
price uncertainty) have a wider range of acceptable prices as well as a higher midpoint
The degree that consumers distinguish and react to price levels and price changes
is price sensitivity (Goldsmith et al, 2005). Price sensitivity can works as an indicator of
how much a consumer willing to pay. Therefore, price has an important effect on
consumers' purchase behavior and as a result on sales and profits of the business (Han et
al, 2001).
Promotions refer to the entire set of activities which communicate the product,
brand or service to the users. The idea is to make people aware, attract and induce to buy
Sales promotion tools are used by most organizations in support of advertising and public
relations activities, and they are targeted toward consumers as final users.
The objectives of the study is to identify the decision factors that affects the buying
behavior of consumer with respect to Mobile phones and To study the influence of
decision factors on the perceived satisfaction of consumers with respect to Mobile phone
buying decision.
Drawn from the issues, the purpose of this research is to better understand the
University-Phil
Specifically, this study sought to answer the following:
1.1. age
1.2. gender
phone devices ?
2.1. Camera
3. Is there a significant effect between these factors and their buying behavior?
4. What is the impact of these factors in buying behavior of Mobile phone devices?
Conceptual Framework
empirical analysis to study. After reviewing the selected article, researchers are
literature. The common themes conducted through the research is to identify the
Demographic
characteristics of
respondents in terms of:
a. age
b. gender
c. family monthly
income
Consumers’
Buying Behavior
Extent of the following of Mobile Phone
factors manifested in
buying behavior of
devices
Mobile phone devices
a .Camera
b. Speed & Performance
c. Battery Life d.
Brand & Advertising e.
Price Advantage f.
Reviews &
Recommendations
Research Paradigm
This research paper was expected to come up with very interesting findings
related to the factors affecting consumers’ buying behavior of Mobile phone devices
Brand Companies. This study helps the brand companies as a whole by assisting
in filling the knowledge gap on the understanding consumers’ choice criteria on their
buying behavior and to gain ideas on how brand selection process is being made by
individual consumers.
Consumers. This study helps consumers to have ideas on what are the factors that
they should considered on selecting brand and to better understand the importance of
Future Researchers. This research serves as a guide to help the future researchers for
the success of their research because of its based facts and knowledge about the topic.
phone devices using the distributed rating scale within Bachelor of science in
University-Philippines . This paper only focuses on the data that have been obtained from
Definition of Terms
Age. The term refers to the age bracket of the respondents from 18 to 22.
Brand. The term describes as name, symbol, logo or other item used to
distinguish a product or services and its provider, as well as to differentiate from its
competitors.
made by the consumers as regards on selection of brand that attains their expectation,
family within a month by working and/or capitalizing on the works of others. Ranging
from low (below 20,000) middle (21,000-50,000) to high (51,000 above) income family.
Gender. The term implies to the classification of one’ sex between female (feminine) and
male (masculine).
Price. The term views as the value or the cost suggested by the brand’s company
subjecting on the brand or its company for the attraction and popularization to the
customers.
Quality. The term identifies as level of excellence of the brand based on the