A Study on Mobile Phone Buying Behavior Using an Image-based Survey

Muazzam Khan · Apoorva Vikrant Kulkarni · S. Vijayakumar Bharathi

7 citations0/0 files storedProcedia Economics and Finance

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Realizing the significance of customer buying behavior in today's market scenario it is very appropriate to analyze the drivers that trigger the purchasing decision. This research paper identifies and analyses certain critical drivers of mobile phone purchasing decisions and explaining their relevance. Empirical research was conducted in this study through an image-based survey amongst college students in Pune city. In this paper three critical drivers to purchasing decision namely price, brand and brand ambassador were considered. The study adopted text based questions and image based questions to solicit the responses to find whether it had an impact on the responses. The study also ascertained how effectively an image-based survey can be administered to compliment the conventional text-based question survey.

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References

2000A multi‐method investigation of consumer motivations in impulse buying behavior 2008The effects of information overload on consumers’ subjective state towards buying decision in the internet shopping environment 2010Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)2005The Impact of Internet User Shopping Patterns and Demographics on Consumer Mobile Buying Behaviour 2009Age-related differences in the initial usability of mobile device icons 2006Impacts of situational factors on buying decisions in shopping malls 2011An empirical examination of the determinants of mobile purchase 2011Understanding what determines consumers' expanded use of mobile videophones

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