The document discusses factors that influence consumer buying behavior in the mobile industry. It analyzes data from a survey of 108 mobile phone users. Key findings include: - Individual factors like brand, features, and price most attracted consumers to their last purchase. Friends' recommendations were the primary source of information. - Social and cultural influences varied - while friends influenced brand choices for most, family influence on purchases was limited. Social class and culture had little direct impact on most consumers' decisions. - While brands were considered important, many consumers were open to switching or buying different brands depending on features and options available. Preferences depended more on individual assessment than outside influences.