Essays on How a Modern Consumer Chooses a Mobile Phone in the Market of Manufacturers Who Are Ready to Offer Numerous Options Research Paper

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The paper “ How a Modern Consumer Chooses a Mobile Phone in the Market of Manufacturers Who Are Ready to Offer Numerous Options" is an intriguing example of a research paper on marketing. Mobile devices and mobile phones have revolutionized how people fulfil their daily requirements (Mitomo, Otsuka, Nakaba, 2009). This new lifestyle that is always connected brings into consideration everything that an individual wants to accomplish, from shopping to business to entertainment (Sandor and Franses, 2009). For many marketers, mobile phones are new strategies and means in which they can promote their products while the manufacturers of these mobile devices understand that they operate in a competitive environment that incorporates changing consumer expectations and requirements (Petruzzellis, 2010).

This also means that consumers employ different strategies in ensuring that they make appropriate decisions that lead to optimizing benefits obtained from the mobile phones purchased or intended to be purchased (Hsi-Peng and Philip, 2009). Thus, the aim of this report is to analyze three customers intended to purchase mobile phones. The mobile phones in question will have options and will be six in total.

In addition, the customers (respondents) will be required to make their choices based on eight criteria. Information collected from these respondents will be utilized in formulating appropriate recommendations to be presented to mobile phone marketers. Decision Matrix 2.1 Mobile Phone and Plan Options Option Name of the phone Features Price Plan Option Plan Option 1 Apple iPhone 5 32 GB 4G LTE Capable, Apple iOS, Wi-Fi, Touch screen, 8 MPs, GPS, 4.8 Display $750 Vodafone $30 plan for 24 months Plan Option 2 Nokia Lumia 900 Windows Smart Phone 4.3 AMOLED Screen, 16 Gb, 8mp Carl Zeiss Camera, Windows 7.5 Os $430 Telstra $30 for 30 days Plan Option 3 Samsung GT-i9300 Galaxy S III 16gb 4.8 AMOLED display, HD resolution, 8mp, Android 4.1 (Jelly Bean), Touch screen, Wireless network and USB 2.0 $700 Optus $2 days plan Plan Option 4 Samsung Galaxy S III 4G 16GB 3G/4g LTE connectivity, Android 4.0 OS, 4.8 inch AMOLED touch screen, 8mp camera, GPS navigation, Wireless and Bluetooth 4.0 $700 Telstra 40 for 30 days Plan Option 5 HTC One X 4.7 LCD, 8mp, Wireless and Bluetooth 2.0, GPS, Android $600 Vodafone $30 plan for 24 months Plan Option 6 Samsung Galaxy Note II 16Gb 5.6 AMOLED display, 8mps, 4G LTE, Wi-fi and Bluetooth 2.0, GPS, Android $960 Optus $2 days plan 2.2 Evaluative criteria Criterion Name of criteria Plan Option 1 Plan Option 2 Plan Option 3 Plan Option 4 Plan Option 5 Plan Option 6 Criteria 1 Display 4.8 AMOLED touch screen 4.3 AMOLED touch screen 4.8 AMOLED touch screen 4.8 AMOLED touch screen 4.7 LCD touch screen 5.6 AMOLED touch screen Criteria 2 Camera 8 mp 8 mp 8 mp 8 mp 8 mp 8 mp Criteria 3 Operating System Apple iOS Windows 7.5 Os Android 4.1 (Jelly Bean) Android 4.0 OS Android Android Criteria 4 Wireless Yes Yes Yes Yes Yes Yes Criteria 5 GPS Available Available Available Available Available Available Criteria 6 Bluetooth Available Available Available Available Available Available Criteria 7 Colour Black White Blue White Grey Black Criteria 8 Storage size 32 GB 16gb 16 GB 16 GB 16 GB 16gb 3.0 Application of Compensatory Decision Rule 3.1 Respondent 1 3.1.1 Respondent 1 Score Criteria ranking number Criteria Weight/100 Phone & Plan 1 Phone & Plan 2 Phone & Plan 3 Phone & Plan 4 Phone & Plan 5 Phone & Plan 6 # 1 8 22 3 4 4 3 4 4 # 2 7 19 4 5 3 4 5 3 # 3 6 17 2 3 4 5 3 2 # 4 5 14 5 2 3 2 2 3 # 5 4 11 4 4 2 4 4 4 # 6 3 8 1 3 4 3 5 4 # 7 2 6 5 5 5 5 3 3 # 8 1 3 3 4 2 3 4 5 100 3.1.2 Calculation for Respondent 1 Criteria ranking number * Criteria Weight/100 Phone & Plan 1 Phone & Plan 2 Phone & Plan 3 Phone & Plan 4 Phone & Plan 5 Phone & Plan 6 # 1 8 22.2 67 89 89 67 89 89 # 2 2 5.6 22 28 17 22 28 17 # 3 6 16.7 33 50 67 83 50 33 # 4 3 8.3 42 17 25 17 17 25 # 5 4 11.1 44 44 22 44 44 44 # 6 3 8.3 8 25 33 25 42 33 # 7 2 5.6 28 28 28 28 17 17 # 8 1 2.8 8 11 6 8 11 14 Total 80 253 291 286 294 297 272 3.1.3 Choice by the customer vs.

Choice based on calculations Respondent 1 choose phone plan 2 while the calculations indicate that the appropriate plan should be phone plan 5. This respondent may have based their decision on the price of the product since all other factors are similar and also the phone plan is similar. 3.2 Respondent 2 3.2.1 Respondent 2 Score Criteria ranking number Criteria Weight/100 Phone & Plan 1 Phone & Plan 2 Phone & Plan 3 Phone & Plan 4 Phone & Plan 5 Phone & Plan 6 # 1 8 3 3 5 5 3 3 5 # 2 7 6 5 3 4 4 4 3 # 3 6 8 4 4 3 4 4 4 # 4 5 11 2 4 2 5 3 5 # 5 4 14 3 5 1 3 5 4 # 6 3 17 5 3 3 4 4 3 # 7 2 19 4 3 4 3 3 3 # 8 1 22 3 4 4 2 4 3 100 3.2.2 Calculation for Respondent 2 Criteria ranking number * Criteria Weight/100 Phone & Plan 1 Phone & Plan 2 Phone & Plan 3 Phone & Plan 4 Phone & Plan 5 Phone & Plan 6 # 1 1 2.8 8 111 111 67 67 111 # 2 2 5.6 28 17 22 22 22 17 # 3 3 8.3 33 33 25 33 33 33 # 4 1 2.8 6 11 6 14 8 14 # 5 5 13.9 42 69 14 42 69 56 # 6 6 16.7 83 50 50 67 67 50 # 7 4 11.1 44 33 44 33 33 33 # 8 8 22.2 67 89 89 44 89 67 Total 83 311 413 361 322 389 380 3.2.3 Choice by the customer vs.

Choice based on calculations Respondent 2 choose phone plan 5 while the calculations indicate that the appropriate plan should have been phone plan 2.

This may be attributed to features that are available in this expensive option. 3.3 Respondent 3 3.3.1 Respondent 3 Score Criteria ranking number Criteria Weight/100 Phone & Plan 1 Phone & Plan 2 Phone & Plan 3 Phone & Plan 4 Phone & Plan 5 Phone & Plan 6 # 1 8 22 3 5 5 4 5 4 # 2 7 19 5 3 4 3 4 5 # 3 6 17 4 4 3 4 2 4 # 4 5 14 3 4 4 3 3 5 # 5 4 11 5 3 4 5 3 3 # 6 3 8 3 4 3 4 4 3 # 7 2 6 4 5 4 3 4 4 # 8 1 3 5 4 3 2 5 2 100 3.3.2 Calculation for Respondent 3 Criteria ranking number Criteria Weight/100 Phone & Plan 1 Phone & Plan 2 Phone & Plan 3 Phone & Plan 4 Phone & Plan 5 Phone & Plan 6 # 1 3 8.3 25 111 111 89 111 89 # 2 2 5.6 28 17 22 17 22 28 # 3 3 8.3 33 33 25 33 17 33 # 4 5 13.9 42 56 56 42 42 69 # 5 5 13.9 69 42 56 69 42 42 # 6 6 16.7 50 67 50 67 67 50 # 7 7 19.4 78 97 78 58 78 78 # 8 8 22.2 111 89 67 44 111 44 Total 108 436 511 463 419 488 433 3.3.3 Choice by the customer vs.

Choice based on calculations The calculations indicate that the appropriate phone plan should have been 2 but the respondent chooses phone plan 3. This may be associated with features and also the brand of the product. 4.0 Analysis of Choices 4.1 Difference in respondents’ rankings of evaluative criteria 4.1.1 Demographic reasons Demographic reasons influences on evaluation criteria of different factors that are related to a specific mobile choice (Petruzzellis, 2010). Specifically, social class and gender influence immensely on evaluative criteria and it is evident from male gender who belong to a higher social class appreciates technology and they tend to make choices based on their technology-savvy capability. In addition, the environment and occupation of individual points towards factors that will be considered in evaluative criteria (Park, Kim, and Lee, 2010).

For example, mobile phones that are capable to support both personal and corporate email are appealing to the working class while those phones that have advanced messaging services are appreciated by college students (Tao, Fareena and Andrew, 2010). Generally, occupation and environmental concerns determine the approach in which an individual will utilize in ensuring the satisfaction of the mobile phone.

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