Consumers Choice regarding the selection of a Mobile Phone Brand - Essay Example

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Consumers Choice regarding the selection of a Mobile Phone Brand

From this editing it is clear that globalization has made a severe impact on consumer behaviour and choices, especially in the consumer goods sector. Consumer choices are influenced by several factors such as situational factors, socio-economic background and cultural differences. Globalization has not made the consumer needs homogenous. Segmentation also is not sufficient and the marketers need to know consumer attitude because attitude help the marketer advertise in the right market although attitude does not reveal the brand preference. The motivation for the study arose from the recent focus on brand image and how brands influence consumer choice, especially in the mobile phones market. With the aim to evaluate the factors on which the consumers make their choice in selecting the mobile phone brand, this study was undertaken. Four objectives were hence set and after extensive literature review in Chapter II, the methodology for research was presented in Chapter III. Justification for choosing the qualitative approach has been provided. The chosen instrument for data collection has been face-to-face interviews of the male consumers as well as of the representative from a telecom company. The female consumers were interviewed over the phone due to cultural barriers. All four objectives of the study have been achieved. The literature review suggests that the perception of the Saudi Arabian consumers differs distinctly from the Western consumers. Even though the Saudi Arabian consumers are attempting to adapt the western culture, the international marketers should note that certain elements of culture cannot be ignored. ...Show more

Summary

The aim of the current study is to evaluate the factors on which the consumers make their choice in selecting the mobile phone brand and to recommend how a mobile phone dealer can position itself effectively with consumers. …
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