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The dynamic times we are living in may be one
of the most fascinating times to study mobile phone
purchasing motives. There is not enough data available on
the salient factors which affect the decision making
process; usage and brand loyalty in mobile phone
consumers belonging to different age groups. Therefore,
this study addresses this subject by using the Models of
Wheel of Consumer Analysis and Consumer Decision
Making Process to evaluate two distinct age groups: 18-
35 years and 36-50 years. It further evaluates effect of
marketing strategies on consumers of both age groups,
based on a popular brand of Nokia.
Findings of this study show that younger consumers, aged
18-35 years, are comparatively more affective and more
inclined towards technologically advanced mobile phones,
whereas, the older consumers aged 36-50 years are more
cognitive. Both the age groups are highly involved in the
purchase decision of mobile phones. Word of mouth,
mobile phone dealers’ websites and advertisements play
the most powerful role in influencing their purchase
decision.
The final part of the study on behavior towards Nokia
reveals the brand’s unique selling points across both age
groups are durability and quality. Majority is not satisfied
with its pricing strategy and need more features at lower
prices. However, older age group shows higher level of
brand loyalty for Nokia.
Sabera Suleman, Tehmina Nazar. (2008) Consumer Behavior in Purchase of Mobile Phone in Urban City of Karachi , Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-06, Issue-2.
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