Essays on How Internal Factors of Consumers Affect the Purchase of a Mobile Phone Case Study

Download full paperFile format: .doc, available for editing

The paper "How Internal Factors of Consumers Affect the Purchase of a Mobile Phone" is a perfect example of a marketing case study.   Consumers are faced daily with making purchase decisions, some of which are little while some are big. The aim of this paper is to explore internal factors affecting the purchase decision making of consumers. The paper will look at how internal factors of consumers such as information processing, motivation, learning and memory, personality and self-concept, involvement, perception, education and attitudes affect the purchase of a mobile phone. Internal factors are personal to the consumer and have little connection to the outside world.

Different people have different personalities which make it challenging to complete the study of consumer behaviour in terms of understanding the internal factors that affect consumer behavior. Consumers are believed to be decision-makers who make rational decisions. They are more concerned with their own interests, making it more difficult as people’ s personal ambitions and interests vary. This argument is supported by the utility theory which says that when consumers make choices they base them on the benefits they expect to receive from those decisions (Read, 2004).

In order to clearly understand factors that influence consumer decision making the methodology should take into consideration benefits a consumer is likely to get from purchasing that product and the related constraints. Various approaches have been used in understanding internal factors influencing consumer decision making. Different approaches have been used by different researchers over the years to comprehend internal factors influencing consumer purchase decision making. These factors are also the main influencers when purchasing a mobile phone. There is no doubt that a large number of people own a mobile phone regardless of their age.

A mobile phone has become a symbol of status in the world today. New models of mobiles are introduced into the market every day to replace the old ones while luring the users. The young generation is very much interested in the latest features incorporated in the new handsets such as new ring tones, wallpapers, video and mp3 facilities, internet and MMS facilities. A mobile phone has become part of users that they cannot imagine living their lives without it.

You can see the reaction in the users’ eyes when you tell them to keep their handsets away for a day. Mobile phones are available to the rich, middle class and the poor because of the variation in prices (Sata, 2013). Different researches have been conducted to establish the internal factors influencing the decision making of purchasing a mobile phone. Personality is an internal factor influencing decision making in purchasing a mobile phone. The personality of a person is his or her perceived personal characteristics that are consistently present in all situations as perceived by others.

For example, how someone reacts or talks may portray his personality. An individual’ s personality is interpreted by those in contact with him. Self-Concept, on the other hand, is a person’ s own vision of his personality, which may or may not be the same as what other people view. There are different personality traits that are discussed frequently by psychologists. Agreeableness is how easy someone gets along with others, extraversion is how shy are outgoing someone is, neuroticism is how often one is negative minded, conscientiousness is how diligent a person is and openness is how open one is to new experiences (Li & Li2010).


Butt, S & Phillips, J., G. (2008). Personality and Self-reported Mobile Phone Use. Computers in Human Behavior, 24(2), 346-360

Malasi J. M. (2012). Influence of Product Attributes on Mobile Phone preference among university students: A Case of Undergraduate students. International Journal of Academic Research in Economics and Management Sciences, 1(6), 10 – 16.

Kardes, F. R., Cline T. W &Cronley M. L. (2011). Consumer Behaviour: Science and Practice.

Li, S., & Li, Y. (2010). An Exploration of the Psychological Factors Influencing College Students’Consumption of Mobile Phone in West China. International Journal of Business and Management, 5(9), 132.

Read, D. (2004). Utility theory from Jeremy Bentham to Daniel Kahneman. The London School of Economics and Political Science.

Saif, N., Razzaq, N., Amad, M & Gul, S. (2012). Factors Affecting Consumers’ Choice of Mobile Phone Selection in Pakistan. European Journal of Business and Management, 4(12), 16-26.

Sata, M. (2013). Consumer Buying Behavior of Mobile Phone Devices. Journal of Marketing and Consumer Research, 2.

Sorina-Raula, G., Liviu, C & Georgeta-Madalina, M. (2008). The Role of Advertising in Purchase Decision Process. Annals of the University of Oradea, Economic Science Series.

News Ltd. (2013). Personality matches smartphone choice.

Subramanyam and Venkateswarlu (2012). Factors Influencing Buyer Behaviour of Mobile PhoneBuyers in Kadapa District. Indian Journal of Research, 1(11), 3-5

Pakol et al, (2010). An investigation of consumer behavior in mobile phone markets in Finland. In Submission to the 32nd EMAC conference, Track: New Technologies and E- Marketing.

Zhou, N., & Shanturkovska, G. (2011). Chinese Consumer Behavior in the Mobile Phone Market: Nokia Case. Doctoral dissertation, Gotland University.

Download full paperFile format: .doc, available for editing
Contact Us