Essays on Famous Mobile Telephone Brand Affects Consumer Behaviour Coursework

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The paper "Famous Mobile Telephone Brand Affects Consumer Behaviour" is a great example of marketing coursework.   Consumers generally, may see the brand identification of a company and be tempted to purchase the company’ s products. The common aim of all activities in an organisation as far as marketing is concerned is making new and loyal customers. Traditionally, in order to provide customer loyalty, firms applied classical techniques such as placing strategies or pricing strategies based on services or products. To attain these organisations focuses their management plans around the buyers and they appraise their achievement based on the market performance.

(Baack and Clow, 2004) Recently, the adoption of cellular phones has been remarkably rapid in various corners of the globe, and particularly in the United Kingdom where mobile phones are common with everyone these days. Although the study of mobile phone usage remains to be an unexamined genre in the field of research, this investigative study attempts to examine the consumer buying behaviour in the mobile phone markets. This study will interview 200 consumers in the UK and examine their motives in buying cellular phones as well as those factors that operate their operator choice.

The study reveals price, friend’ s operators and audibility as the significant factors influencing the choice of cellular phone operator with property and price emerging to be the most prominent factors affecting buying of new cellular phones. In conclusion, the study discusses some contributions in consumer behaviour and gives the recommendation to be used for future research in this unexamined field. Introduction International rivalry and technologic innovations have brought novelty to the marketing theory, to counter this, organisations have focused on buyer qualifications in their strategies instead of their services or products.

Moreover, firms respond according to consumer qualifications to creating and taking advantages of market opportunities. This makes consumer behaviour to be the focus of all marketing needs. Consequently, the theme of consumer behaviour is frequently examined. The consumer buying decision is an intricate process, which is affected by various factors. (Riquelme, 2002)


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