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. The study concludes that the needs and wants of the consumers are not homogenous and difference also exists across genders. While men prefer phones that offer technologically advanced features women look for convenience of usage and the security of after-sales service. Many consumers identify their status with the phone and hence iPhone is preferred despite some weaknesses that iPhone has. Price and country of origin matter little to the consumer. Consumers prefer Bluetooth enabled phones but most smart phones carry this feature today. All these factors would help the marketers plan and devise their marketing and promotions strategy to meet individual consumer needs and wants. Flexibility is the key to sales and the dealers should be able to meet consumer requirements. The consumers have not demonstrated any brand preference but they would not like to risk quality since mobile phones are not purchase frequently. They hence prefer to purchase tried and tested brands, and this demonstrates uncertainty avoidance culture in Saudi Arabia, which is a collectivist society. Hence to be able to sell something of repute such as iPhones or BB the dealers would need to offer something unique to the consumers. Dealers can position themselves as consumer-friendly points of purchase and offer user reviews through their blog or user forums. The study concludes by providing area for further research where the role of the media and the role of the dealers could be evaluated in helping consumers make their choice of brand when purchasing mobile phones. Limitations to the study have been highlighted and ethical concerns have been addressed. Table of Contents Chapter I Introduction 1.1 Introduction 1 1.2 Rationale for study 2 1.3 Research aim and objectives 3 1.4 Research approach 3 1.5 Organization of the study 4 1.6 Summary of the Chapter 5 Chapter II Literature Review 2.1 Introduction 6 2.1 Concept of consumer behaviour 6 2.2 The decision-making process 7 2.1.1 Consumers’ decision-making process 8 2.3 Concept, definition and importance of ‘brand’ 9 2.4 Brand image – concept 10 2.5 Importance of new product development (NPD) 12 2.6 Choice of brand 13 2.6.1 Loyalty and brand choice 14 2.6.2 Price factor 15 2.7 Sales promotion and brand choice 16 2.8 The AIDA Model 18 2.9 The ATR model 20 2.10 Advertising and culture 21 2.11 Cultural Scope theory 23 2.12
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. …
It can be derived from the report and the previous research conducted on the topic that the survey highlighted about the consumers awareness regarding one of the leading retailing stores i.e. of Walmart along with the various reasons or causes in order to have a shopping experience or purchase any product especially from Walmart.
The main product offerings of the company comprises of developing high level applications exclusively to cater to the needs of the technology based mobile industry. The company has recently identified that a large market exists for their highly innovative and extremely advanced kind of technology based mobile applications that will provide and generate a high level of interest as well as response from the young consumers falling within the age group of 6 to 13 years, which essentially comprises the Tween group of consumers.
The objective of this paper would be to understand the issues that Nokia is facing with regard to their smart phone market. After a good understanding of the issue which would keep into focus the competitor’s strategy regarding smart phones, a strategy adjustment would be recommended for Nokia smart phones. This study will happen understand the smartphone market. Analysis of the smartphone market will be conducted which will provide a source of understanding for both existing and new competitors of smartphones.
The biggest problem with this advertising tool is that customers usually harbour very high levels of intimacy with their mobile phones and hence any strategy chalked out to exploit the medium of mobile phone has to be customer sensitive (Hendery 2). Anything done to interact with the mobile phone owners will have to be cautious about the possibility of being viewed as an unnecessary and perhaps illegal intrusion.
If we take a look at the world around us, we can easily figure out the distinctive emphasis on advertising techniques in reaching out to the customer. Traditionally 4Ps were considered as cornerstone of any marketing activity. Product, price, place and promotion formed the marketing mix.
Kanter (1995:71) on his work of "Mastering Change" argues that success in the present day business is not for those companies that re-engineer the way they do things, or for those fixing the past. According to Kanter (1995) such an action will not constitute an adequate response.
However, there is overwhelming evidence to prove that indeed, mobile phones do not cause cancer. This paper seeks to prove that cell phones are safe for use and do not cause cancer.
Cell phones cannot cause cancer since the radio frequency they emit is weak
Consumer behaviour involves the learning of the processes that a person or a group of persons consider when choosing, buying, using or disposing a brand, service, experience or ideas to gratify the needs and desires (De Mooij, 2010). When deciding which phone to buy myriad
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