Consumers Choice Regarding the Selection of a Mobile Phone Brand - Essay Example

Globalization has made a severe impact on consumer behavior 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 helps 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. The 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 adopt 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 the 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 smartphones carry this feature today.

All these factors would help the marketers plan and revise 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 purchased 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 the 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 of the study have been highlighted and ethical concerns have been addressed.