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Consumer Buying Behaviour
Pages 12 (3012 words)
Consumption has to be considered within its communal background, focusing on conventional standards, practices and regulations, which shape the way by which goods are utilized by consumers to signify the self and describe social associations.
Therefore, this assumption challenges the thought of an international consumer culture with homogenised consumer sectors as well as customs, by declaring that those expenditure practices are shaped by the local outlines within which they take place (Bond et al, 2004, p. 33). Youth forms one of the biggest markets around the globe for cell phones, with more than 201 million subscribers between 18 to 25 years of age. Cell phones have appeared as signs of customer revolution, turning into a necessary product and having ‘ubiquitous’ part in the expanding retail landscape. The term customer revolution has as well been extensively used to represent the increase in consumption of cell phones among youth (Munusamy et al, 2010, p. 22). Two distinct attitudes to brands that describe the selection of a mobile phone are by “attitudes towards the cell phone brand name on one hand and attitudes towards the network on the other” (Usunier & Lee, 2009, p. 372). Whereas cost and constancy of service were found to control selections between network suppliers, selections between cell phone brands were influenced by new technology aspects, for instance, ‘memory’ and ‘SMS options’, more than its size. ...
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