Abstract 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 United Kingdom where mobile phones are common with everyone at these days.
Although the study of mobile phone usage remain to be 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 recommendation to be used for future research in this unexamined field. IntroductionInternational rivalry and technologic innovations has 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 deeds. Consequently, the theme of consumer behaviour is frequently examined. Consumer buying decision is an intricate process, which is affected by various factors. (Riquelme, 2002)This paper is aimed at studying the motives behind consumer behaviour, thereby providing insight to cellular phone services usage, value-added services and collecting broad information about the users. While it remains evident that players in the wider business of telecommunication regularly undertake market research, there is a problem whereby the obtained research outcomes remains inside the company thus leaving consumer behaviour in the cellular phone industry as unexamined genre. Based on the above information this survey first illustrates trends in the information communication technology sector (ICT) in order to depict the fundamental issues in consumer behaviour.
This goes along with the review of current studies regarding factors that appear to affect consumer intentions in espousing new cellular phone features and services, for instance, sending emails and multimedia messaging service (MMS) as well as the choice of cellular phone operator.
(Riquelme, 2002) Literature reviewCurrent times could be the most interesting one to investigate the perceptions of new cellular phone services as well as studying the cellular phones buying motives. Even though various occasions have challenged the call for new cellular phone services, recent trend in the industry of mobile telephony is that we are shifting from second-generation cellular phones to the third generation cellular phones. This implies that a cellular phone will not only be a handset used for speaking but a device that gives customers a selection of new diverse services for example, multimedia messaging service and accessing the internet where handsets are simply used as internet connectors and real browsing is carried out via PC or laptop, allowing larger and sharper screens to the users.
i. e. the ability of new generation mobile phones to access Network without place and time constraints thus allowing consumers to have relatively cheap and easy access to the Net through computers. (Riquelme, 2002) The shift from modem connections to GPRS networks and wireless internet connection is one of the recent developments in the field of mobile telephony.
In general the actual benefits to third generation mobile handsets implies cheaper, easier and faster access to the Internet, and most essentially, not limited to place.