Mobile phone has diverse usages to different users in accordance with their necessities. With dramatic
increase in mobile phone usage in recent years, people take into account various factors while they decide
purchasing a mobile phone. This study has put efforts to uncover the underlying factors those affect
customers in choosing mobile phone. Data were collected from those people live in Khulna city
maintaining equal ratios of various groups like male, female, businessmen, employees, students and others
(mostly housewives). To select desired respondents, convenient sampling method was used. A structured
questionnaire designed based on previous study with five point Likert scale was used to interview
respondents. Factor analysis was applied to extract the underlying factors affect mobile phone purchasing
decision. The results show that the most important factor is physical attributes. Some other factors are
pricing, charging and operating facilities, size and weight, friends’ and colleagues’ recommendations,
neighbors’ recommendations and advertising.
An Empirical Study of the Consumer Buying Behaviour for the Mobile Phones in ...scmsnoida5
Abundance of technology has made our life very
rich and qualitatively healthy. Gadgets like
phone, refrigerator, microwave, TV, computer,
Internet, and smart phones are now ubiquitous.
These innovations make us more efficient, break
geographic barriers, connect and entertain us
and make our living easier. But of course, this
has resulted in a more demanding consumer and
intense competition amongst the marketer. The
interesting part in all this is the challenge which
a marketer faces, in order to stand out amongst
the crowd, for a better product, better service and
for delivering a better experience to the consumer.
This study focuses on how a consumer formulates
his purchase decision regarding a mobile phone,
what are the forces and factors which influence
him while making such decisions. Although the
process of buying is not mere transfer of item from
seller to buyer, consumer of today wants value
enriched and ecstatic buying process, enhancing
his experience of shopping.
Presentation on Consumer Buying Behavior for a Smart Phone: A study on young...Sushanka Malakar
This is a research report on Consumer Buying Behavior for a Smart Phone:
A study on young generation in Kolkata
I am bba final year student and this is my final year project
I hope it can help you all
Thank you...
Factors Affecting Mobile Phone Brand Preference Empirical Study on Sri LankaRiyath Ismail
Abstract
This study gives an insight into the mobile market industry in Sri Lanka. Mobile phone manufactures and marketers are facing hyper competition in Sri Lanka as well as in the world mobile market. Mobile phone marketers should have clear idea about the factors which are affecting the choice of the mobile phone to design, produce, set price, communicate and promote the mobile phone in such manner to get more market share and win whole hard of the potential consumers and stakeholders. This study aims to find out the factors which are affecting the choice of a particular mobile brand when make purchase decision with reference to Sri Lankan university students. The primary data collected through online-based questionnaire designed and then sent to randomly selected students to respond who are following any programme of study in universities island-wide. Descriptive statistics; mean and standard deviation are used to identify the factors those are affecting the mobile brand preference. Price, stylish appearances and perceived quality are found as very important factors on purchase decision when selecting a mobile phone brand.
An Empirical Study of the Consumer Buying Behaviour for the Mobile Phones in ...scmsnoida5
Abundance of technology has made our life very
rich and qualitatively healthy. Gadgets like
phone, refrigerator, microwave, TV, computer,
Internet, and smart phones are now ubiquitous.
These innovations make us more efficient, break
geographic barriers, connect and entertain us
and make our living easier. But of course, this
has resulted in a more demanding consumer and
intense competition amongst the marketer. The
interesting part in all this is the challenge which
a marketer faces, in order to stand out amongst
the crowd, for a better product, better service and
for delivering a better experience to the consumer.
This study focuses on how a consumer formulates
his purchase decision regarding a mobile phone,
what are the forces and factors which influence
him while making such decisions. Although the
process of buying is not mere transfer of item from
seller to buyer, consumer of today wants value
enriched and ecstatic buying process, enhancing
his experience of shopping.
Presentation on Consumer Buying Behavior for a Smart Phone: A study on young...Sushanka Malakar
This is a research report on Consumer Buying Behavior for a Smart Phone:
A study on young generation in Kolkata
I am bba final year student and this is my final year project
I hope it can help you all
Thank you...
Factors Affecting Mobile Phone Brand Preference Empirical Study on Sri LankaRiyath Ismail
Abstract
This study gives an insight into the mobile market industry in Sri Lanka. Mobile phone manufactures and marketers are facing hyper competition in Sri Lanka as well as in the world mobile market. Mobile phone marketers should have clear idea about the factors which are affecting the choice of the mobile phone to design, produce, set price, communicate and promote the mobile phone in such manner to get more market share and win whole hard of the potential consumers and stakeholders. This study aims to find out the factors which are affecting the choice of a particular mobile brand when make purchase decision with reference to Sri Lankan university students. The primary data collected through online-based questionnaire designed and then sent to randomly selected students to respond who are following any programme of study in universities island-wide. Descriptive statistics; mean and standard deviation are used to identify the factors those are affecting the mobile brand preference. Price, stylish appearances and perceived quality are found as very important factors on purchase decision when selecting a mobile phone brand.
Customer preferences while purchasing Smart phone in India.Amar Girdhar
Dissertation project undertaken for partial fulfillment of MBA under Institute of Management,Nirma University.
The study comprised of understanding the customer perception towards smartphone over the feature phone. It also encompasses the factors that influence the decision making process of smartphone. The sample units comprised of mobile phone users i.e. feature phone as well as smartphone in the Tier-I cities (New Delhi, Mumbai, Kolkata, etc.) and Tier –II cities (Ahmedabad, Surat, etc.), out of them mostly belong to middle and upper SEC. The study involves a sample of 120 respondents based on convenience sampling. It also consists of understanding the motivation behind the purchase of smartphone and the sources of information search which would assist in devising strategies to position smartphone brand.
A survey (Marketing Research) of what customers want in a cell phone designdevan_kataria
This project gives insights on different featurs of interest to cell phone customers, what they seek in cell phones today, which features prompt them to purcahse cell phones the most, which are most significant and least significant featurs, the relationship among features and the features which impact overall satisfaction of customers.
Consumers’ Behaviour on Sony Xperia: A Case Study on Bangladeshiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Milagrow Business and Knowledge Solutions did a dipstick market research on Mobile Phone brands in India, reasons why people buy particular phones, what price range they prefer etc.
Customer preferences while purchasing Smart phone in India.Amar Girdhar
Dissertation project undertaken for partial fulfillment of MBA under Institute of Management,Nirma University.
The study comprised of understanding the customer perception towards smartphone over the feature phone. It also encompasses the factors that influence the decision making process of smartphone. The sample units comprised of mobile phone users i.e. feature phone as well as smartphone in the Tier-I cities (New Delhi, Mumbai, Kolkata, etc.) and Tier –II cities (Ahmedabad, Surat, etc.), out of them mostly belong to middle and upper SEC. The study involves a sample of 120 respondents based on convenience sampling. It also consists of understanding the motivation behind the purchase of smartphone and the sources of information search which would assist in devising strategies to position smartphone brand.
A survey (Marketing Research) of what customers want in a cell phone designdevan_kataria
This project gives insights on different featurs of interest to cell phone customers, what they seek in cell phones today, which features prompt them to purcahse cell phones the most, which are most significant and least significant featurs, the relationship among features and the features which impact overall satisfaction of customers.
Consumers’ Behaviour on Sony Xperia: A Case Study on Bangladeshiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Milagrow Business and Knowledge Solutions did a dipstick market research on Mobile Phone brands in India, reasons why people buy particular phones, what price range they prefer etc.
In this project, me and my group had to create an Customer Relation Management Plan for the Team Survivor New York City, non-profit organization that helps cancer survivor patients (female only) to recoup and have healthy lifestyle. We helped it to plan what they can do with a minimum budget to create brand awareness of their organization and how to retain their customers.
Tips on customer relation. How to treat your customers and the ways to convert their needs into want. Power Point Presentation By Moncy Varghese (HRD Trainer, TOP Academy, Kochi)
Factors affecting on consumer buying behaviorArouba Naseem
The factors helps marketers to effect on the consumer's buying behavior. The marketers target their consumer with diff factors, sometimes all factors in one time and mostly most valuable factors at a time. Some factors are here tried to explained with the help of advertisement.
Presentation slides from Customer Relationship Management (CRM) workshop as part of Destination Digital business support programme from Connecting Cambridgeshire.
Want more information? Small businesses across Cambridgeshire and Peterborough can currently get free business support on using digital technology until March 2015.
More information here: http://destinationdigital.info/advice/
introduction to Consumer Behavior for PGDAM and MBA students. The presentation highlights various aspects of Consumer Behavior, its impact, importance to understand the behavior of target market. Process of Marketing Segmentation for targeting different type of audiences.
The presentation also highlights darker side of consumer behaviour aspects and how companies use black hat techniques to attract more consumers.
Influencing factors on purchase intention of Smartphone users: In case of Mon...IJRTEMJOURNAL
The usage of smart phone has increased tremendously in the recent years and inseparably related
with our life. The market is more competitive and manufacturer produce new version of phone every year. For
this reason, consumers face problems of purchasing new smart phone in order to use latest technology. High
technology products or Smartphone is sell highest price compared to other normal goods. Therefore, consumers
give more importance for purchasing new smartphone and previous stage of purchasing decision or purchasing
intention is influenced by multiple factors related with the products. Research focus to investigate relationship of
influencing factors and purchasing intention. The Result shows Brand image, Product features, Social influence
significant positive affect on purchasing intention. Also, Product sacrifice has negative relationship with the
intention.
A Comparative Analysis of Factor Effecting the Buying Judgement of Smart Phone IJECEIAES
Smart phone has various utilizations to various clients as per their necessities. With sensational rise in the usage of smart phone the individuals are considering different factors while purchasing a smart phone. This paper has put endeavor to reveal the fundamental factors which effect clients in picking up of the smart phone. A sample of 512 responses was taken through questionnaire. An organized questionnaire was planned with five point Likert scale was utilized to meeting respondent’s .Factor analysis and descriptive statistical tools were applied to extricate the basic variables influence cell phone acquir ing choice. The result shows that the most important factors are physical attributes, apps and sounds while the less importance is given to other factors such as convenience, price which can also vary by age, service and gender. The future scope of this paper lies in the fact that whether age, occupation, gender makes any difference in purchasing decision of smart phone.
A study of how application usage can help increase consumer satisfaction for ...Abeer Raza
This study uses regression analysis to determine the effects of mobile applications on consumer satisfaction. The paper focuses on the impact of mobile application usage on consumer behavior with regards to consumer engagement and brand loyalty. The author also looks into understanding the different factors within a mobile app that increases consumer satisfaction. This approach helps identify not just the factors themselves and their benefits but also their contribution in cultivating a long-term relationship between consumers and businesses.
Goffman (1959) as (cited in Schulz 2012), used theatric allegory to define how a consumer behaves in his “impression management theory”, as a consumer is a social scientist who behaves in public, the way an actor performs on stage in front of an audience .
Schulz 2012 also elaborates; another useful measure of a consumer’s behavioral traits is “reflexivity” by which a customer’s response and reaction can be analyzed by his past experience.
Now in its fifth year, the Adobe Mobile Consumer Survey aims to not only give digital marketers insight into
how consumers are using their smartphones and tablet devices, but also provide guidance in how to identify
the most valuable customer segments. In conjunction with the Adobe Digital Index (ADI), which publishes
research on the latest digital marketing trends and insights across channels and industries, results from the
Adobe 2014 Mobile Consumer Survey helps digital marketers identify which target segments are spending the
most time on apps versus websites, as well as hone in on mobile habits within those segments that are
spending the most money.
“Role of mobile marketing in improving customer experience for electronic gad...Pramod Patil
The purpose of this paper is to find out the role of mobile or smart phones in improving customer experience in retail shopping in India. To compete successfully in this business era, the retailer must focus on the customer’s buying experience.This paper focuses on the role of mobile or smart phones in the retail environment and how they can shape customer experiences and behaviors. Superior customer experience will result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
Enchancing adoption of Open Source Libraries. A case study on Albumentations.AIVladimir Iglovikov, Ph.D.
Presented by Vladimir Iglovikov:
- https://www.linkedin.com/in/iglovikov/
- https://x.com/viglovikov
- https://www.instagram.com/ternaus/
This presentation delves into the journey of Albumentations.ai, a highly successful open-source library for data augmentation.
Created out of a necessity for superior performance in Kaggle competitions, Albumentations has grown to become a widely used tool among data scientists and machine learning practitioners.
This case study covers various aspects, including:
People: The contributors and community that have supported Albumentations.
Metrics: The success indicators such as downloads, daily active users, GitHub stars, and financial contributions.
Challenges: The hurdles in monetizing open-source projects and measuring user engagement.
Development Practices: Best practices for creating, maintaining, and scaling open-source libraries, including code hygiene, CI/CD, and fast iteration.
Community Building: Strategies for making adoption easy, iterating quickly, and fostering a vibrant, engaged community.
Marketing: Both online and offline marketing tactics, focusing on real, impactful interactions and collaborations.
Mental Health: Maintaining balance and not feeling pressured by user demands.
Key insights include the importance of automation, making the adoption process seamless, and leveraging offline interactions for marketing. The presentation also emphasizes the need for continuous small improvements and building a friendly, inclusive community that contributes to the project's growth.
Vladimir Iglovikov brings his extensive experience as a Kaggle Grandmaster, ex-Staff ML Engineer at Lyft, sharing valuable lessons and practical advice for anyone looking to enhance the adoption of their open-source projects.
Explore more about Albumentations and join the community at:
GitHub: https://github.com/albumentations-team/albumentations
Website: https://albumentations.ai/
LinkedIn: https://www.linkedin.com/company/100504475
Twitter: https://x.com/albumentations
Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
Get an inside look at the latest Neo4j innovations that enable relationship-driven intelligence at scale. Learn more about the newest cloud integrations and product enhancements that make Neo4j an essential choice for developers building apps with interconnected data and generative AI.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
How to Get CNIC Information System with Paksim Ga.pptxdanishmna97
Pakdata Cf is a groundbreaking system designed to streamline and facilitate access to CNIC information. This innovative platform leverages advanced technology to provide users with efficient and secure access to their CNIC details.
How to Get CNIC Information System with Paksim Ga.pptx
Factors affecting customers’ buying decisions of mobile phone a study on khulna city, bangladesh
1. International Journal of Managing Value and Supply Chains (IJMVSC) Vol.5, No. 2, June 2014
DOI: 10.5121/ijmvsc.2014.5203 21
FACTORS AFFECTING CUSTOMERS’ BUYING
DECISIONS OF MOBILE PHONE: A STUDY ON
KHULNA CITY, BANGLADESH
Md Reaz Uddin1
Nusrat Zahan Lopa2
and Md. Oheduzzaman3
1
Assistant Professor, Business Administration Discipline, Khulna University,
Bangladesh
2
Assistant Professor, Business Administration Discipline, Khulna University,
Bangladesh
3
Independent Researcher, Khulna
ABSTRACT
Mobile phone has diverse usages to different users in accordance with their necessities. With dramatic
increase in mobile phone usage in recent years, people take into account various factors while they decide
purchasing a mobile phone. This study has put efforts to uncover the underlying factors those affect
customers in choosing mobile phone. Data were collected from those people live in Khulna city
maintaining equal ratios of various groups like male, female, businessmen, employees, students and others
(mostly housewives). To select desired respondents, convenient sampling method was used. A structured
questionnaire designed based on previous study with five point Likert scale was used to interview
respondents. Factor analysis was applied to extract the underlying factors affect mobile phone purchasing
decision. The results show that the most important factor is physical attributes. Some other factors are
pricing, charging and operating facilities, size and weight, friends’ and colleagues’ recommendations,
neighbors’ recommendations and advertising.
Key words: Mobile Phone, Purchasing Decisions, Customer Choice
1. INTRODUCTION
Communication is one of the most talked topics in today’s business world. Among the different
modes of communication, mobile phone is becoming reliable and efficient vehicle to reach from
one person to another. This is the prevailing device through which we can now express ourselves,
get our work done and share our joys and hurts. This picture was not seen almost two decades
back when most of the people of this country were solely dependent on BTTB (Bangladesh
telegraph and telephone board).
It was early nineties, the mobile phone handset first launched in Bangladesh with a very small
number of penetration rate. At that time very few people were able to afford mobile phone as
they faced different sorts of barriers. In 1997, Nokia started its operation in this country and
presently operating a number of selling points in Bangladesh. Siemens and Samsung started their
operation after launching it.
In this modern era, a wide variety of other services such as email, text messaging, MMS, internet
access, audio and video, short range wireless communications (Inferred, Bluetooth), gaming etc.
are also supported by the mobile phones. In addition to these, it also offers more general
computing capabilities that are referred to smart phone. In Bangladesh many mobile phone
brands are available e.g. Nokia, Samsung, Sony, HTC, Panasonic, Motorola, LG, Symphony,
Micromax, Walton etc. and consumer choose their preferred mobile phone from this pool.
2. International Journal of Managing Value and Supply Chains (IJMVSC) Vol.5, No. 2, June 2014
22
This study has been designed with intention to identify the factors affect customers to choose
their mobile phone. It focuses on probable reason that the customers consider to make their
purchase decision regarding mobile phone.
2. LITERATURE REVIEW
There are many social and interpersonal factors that influence customers to decide about any
product and so happen in mobile phone also. Consumer behavior is affected by a lots of
variables, ranging from personal motivations, needs, attitudes and values, personality
characteristics, socio-economic and cultural background, age, sex, professional status to social
influences of various kinds exerted by family, friends, colleagues and society as a whole
(Moschis, 1976).
Liu (2002) in a recent paper analyzed factors affecting the decision regarding brand in the mobile
phone industry in Asia. It was found that the choice of a mobile phone is characterized by two
distinct attitudes towards brands: attitudes towards the mobile phone brand and attitudes towards
the network. Customers’ choice of mobile phone brand is affected largely by new features more
than size. This trend of choosing is definitely towards phones with better capacity and larger
screens.
According to a latest report given by In-Stat/MDR (2002) research institute, color displays are
now driving consumers into stores to purchase new mobile phones and related devices such as
PDAs (personal digital assistants). The result that customers’ choice criteria depends more
importantly on color display than higher data rates or new features though the fact that the
review of other studies had not cited the importance of color display. The report also indicates
that the customers demand for color display handsets is increasing and it is expected that in this
21st
century all cellular phones and PDAs are equipped with color display.
Dorsch, Grove and Darden (2002) in their research on customer choice of mobile phone found
that from the perspective of marketing consumer’s purchase process can be classified into a five
step problem solving process such as: need recognition, information search, given alternatives
evaluation, purchase activity and post purchase evaluation. This five step process of decision
making is most appropriate for the problem solving behavior of purchase making decision or
complex decision purchase process. Similarly purchase decision for mobile handset pursues the
same buying process but in some cases the decision may also be influenced by symbolic
preference associated with some brands.
Before purchasing mobile phone consumers take some general conditions into consideration.
Considering the classical problem solving buying process behavior, it is almost always a case
that consumers go for information search before taking purchase decision. There is also a
common behavior that consumer’s decision of purchasing is directed by previous likings for
some specific alternatives. It shows that customers formulate their purchasing decision based on
the limited information search activity that they performed (Moorthy, Ratchfordand, Talukdar,
1997) rather than a detailed evaluation of all possible alternatives (Chernev, 2003).
Besides information search evaluation of alternatives is an important activity that determines
consumer’s choice (Laroche, Kim and Matsui, 2003). They opined that customer’s purchase
decision is influenced by `cognitive heuristics` or in simple words a consumer choose his
perceived brand based on his past experience if it fulfills his perceived values.
Swait and Adamowicz(2001) found that a lot of decision behavior exercised by purchasers can
be different from one individual to another because customers may use different approaches to
make their choices rather only using mathematical modeling.
A prospective buyer’s decision of buying a product or brand may be influenced by personal
preferences and perspective of buying may have a greater effect on brand choice if the customer
3. International Journal of Managing Value and Supply Chains (IJMVSC) Vol.5, No. 2, June 2014
23
has little subsequent knowledge or experience about the product. The conventional problem
solving technique that is used in making purchasing decision that affects buyers’ preference
might not be the best approach in all conditions. Mobile phone selection can either be based on
functional/primary/rational factors or it can be based on emotional factors such as: fun, pleasure,
excitement etc. (Batra and Ahtola, 1990).
A lot of consumer’s choice may be having both rational features (e.g communication, time
management) as well as emotional features (e.g games, music, camera, and application). The
younger the consumer the more he would prefer emotional rather than rational features in mobile
phones (Wilska, 2003). Customers’ decisions of purchasing mobile phone depend on rational as
well as emotional factors.
Requelme (2001) conducted an experiment to identify the quantity of self-knowledge consumers
have when choosing between mobile phone brands. The study was built upon six key attributes
(telephone features, access cost, connection fee, mobile to mobile phone rates, call rates and free
calls) related to mobile phone purchasing respondents had to importance rate.
3. METHODOLOGY
This study was conducted to know the factors affect people decisions of mobile phone
purchasing. Primary and secondary data were collected from appropriate sources for collecting
data. A structured questionnaire with five point likert scale was used to collect the opinions of
respondents. To select the respondents, convenience sampling method was used. A total of 200
respondents were interviewed from them 160 were found flawless thus used for data analysis.
Factor analysis and descriptive statistical tools were applied with SPSS for data analysis.
4. ANALYSIS AND FINDING
The data presented in the above table indicate that the sample is equal with both male and female
respondents as they are indicated by 50 percent for both. Age analysis of respondents indicates
that most of the respondents fall in the age group of 19-25 years as it was indicated by 21.2
percent respondents in the sample. Occupation shows that in case of service and students the
respondents are 45 that indicate 28.1 percent for both and Business and Housewives include 35
respondents each that indicate 21.9 percent. In case of income level the most respondents fall
under the income level of above 20000 that shows 30.6 percent.
Table 1: Demographic characteristic of respondents
Categories Count Percentage
Gender Male
Female
80
80
50
50
Age group
Below 18
19-25
26-30
31-35
36-40
Above 40
14
34
31
29
22
30
8.8
21.2
19.4
18.1
13.8
18.8
Occupation
Service
Students
Business
Housewives/Others
45
45
35
35
28.1
28.1
21.9
21.9
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Income Level
Below 5000
6000 to 10000
11000 to 15000
16000 to 20000
Above 20000
40
26
23
22
49
25.0
26.2
14.4
13.8
30.6
5. FACTOR ANALYSIS
The result obtained from 160 respondents had been thoroughly analyzed and the outputs of the
results had been clearly explained in this section. To analyze the strength of association among
variables the Kaiser-Mayer-Olkin (KMO) measure of sampling adequacy was applied. The KMO
measure of sampling adequacy was computed to determine the suitability of using factor
analysis. It certifies whether data are suitable to perform factor analysis. The value of KMO
varies from 0 to 1 and high values (close to 1.0) generally indicate that a factor analysis may be
useful with the data. KMO score should be 0.60 to be adequate for testing. KMO score .877
indicates adequacy for testing.
Extraction method: Principal component analysis
Applying SPSS, the principal component analysis (PCA) was carried out to explore the
underlying factors associated with 32 items. The above table shows that 65.87% of variation in
mobile purchasing by the customers is explained by seven factors.
Table 2 - KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.877
Bartlett's Test of
Sphericity
Approx. Chi-Square 2.875
df 496
Sig. .000
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The above table indicates the number of factors those affect customers to choose mobile
phone brands. From the rotation method the following seven factors (table 5) may be
obtained.
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Table 5- Naming of Factors
Factor
no.
Name of
dimension
Item
no
variables Factor
loading
F1
Physical
attributes
1 Camera and video .827
2 Bluetooth .802
3 Multimedia option .800
4 Touch screen .775
5 Memory capacity .772
6 Color display .763
7 Attractive color .753
8 Model/style .684
9 New features .684
10 Design of the phone .669
11 Appearance .608
12 Web browser .597
13 Brand value/quality .504
F2 Pricing
14 Model at reduced price .815
15 Product price .771
16 Special offers .723
17 Reliability .715
18 Dual SIM option .702
19 Family members’ opinion .597
20 Domestic product .588
F3
Charging and
Operating
facilities
21 Charging hour .751
22 Complexity of operating .602
23 Battery .459
24 Key pad (Bengali or English) .455
F4 Size and weight 25 Small size .872
26 Weight .861
F5
Friends’ and
colleagues’
recommendations
27 Friends’ recommendation .799
28 Colleagues’ recommendation .536
F6
Neighbors’
recommendations
29 Neighbor recommendation .729
30 Salesperson’s recommendation .496
31 FM facilities .407
F7 Advertising 32 Advertising .763
6. LIST OF FACTORS: Identified factors are listed below.
6.1 Physical attributes: It is the most important factor. It can explain 30.99 percent of total
variance in customer decisions of mobile purchasing. Physical attributes include all the physical
characteristics of mobile phone like camera, Bluetooth, color, weight and others.
6.2 Pricing: It is the second factor which is capable to explain 10.49 percent of total variance. This
second factor of pricing includes all the price related factors that the customers consider before buying
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27
mobile phones. It states that the Bangladeshi customers’ psychology that influences buyer’s decisions of
purchasing mobile phone.
6.3 Charging and operating facilities: This is the third most important factor. It can explain
6.62 percent of total variance. Charging and operating facilities are taken into account while
customers purchase mobile phones.
6.4 Size and weight: It is the fourth factor that explains 5.91 percent of total variance. There
are many respondents who generally take the size and weight as important issues in buying
mobile phone.
6.5 Friends’ and colleagues’ recommendations: This is the fifth factor which explains4.40
percent of total variance. Some respondents take the suggestions from their friends and
colleagues before purchasing mobile phones.
6.6 Neighbors’ recommendations: It is the sixth factor which capable to explain 4.01
percent of total variance in customer decisions of mobile purchasing.
6.7 Advertising: The seventh factor explains 3.475 percent of total variance. It shows that
customers also make their purchasing decision based on advertisement aired in various media.
7. CONCLUSION
The objective of the research was to find out the underlying factors those have a role to
determine the brands while customers purchase mobile phone. It has been seen from the
previous discussion that there are lots of variables customers consider before choosing
brand of mobile phones. Some of the factors influence customers’ decision greatly while
others have comparatively low impact on the purchase decision. At the time of survey, it
was observed that various types of facilities are expected by the customers. But this
research work does not deal with the customer expectation. Rather it has tried to focus on
the issues that the customers judge in the existing market scenario.
The research has identified that many factors are deemed as selection criteria of mobile
phone. Not necessarily all the variables influence a person in the same way and same
extent. In case of choosing mobile phone brands, mostly considered factors by customers
include physical attributes, pricing, charging and operating facilities, size and weight,
friends’ and colleagues’ recommendations, neighbors’ recommendations and advertising.
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