Consumers Decision Making Process and Buying Behaviour towards Mobile Handsets

Abstract

– The purpose of this paper is to investigate the decision making process adopted by consumers while buying the mobile handsets and to study the consumer buying behaviour towards mobile handsets. Design/methodology/approach –Consumer behaviour is observed and analyzed with the help of descriptive analysis. The effect of internal factors has been seen on this decision making process. For this purpose MANOVA analysis has been put to use. Wilk’s lambda has been considered as an analysis factor. Findings – Consumers’ buying behaviour depends upon their purpose behind buying a mobile phone. Choice of their phones differs on the basis of various functions they performed on phone; they focus on buying the phone they are familiar with and which fulfills their purpose. Research limitations/implications – Even though the world as a whole is rapidly adopting smart phones, there is a high degree of variation in how they have been adopted in different parts of the world. Practical implications – In the present competitive world, growth of smart phones is a truly global story; there are lots of important factors which create differences in how technology has evolved in different countries. Originality/value – This paper contributes to the knowledge of the marketers about mobile handsets in several ways. It would also be helpful for the marketers to know the actual decision making process followed by them while buying a new mobile handset, which will help them in formulating their strategies to attract the customers.