Essays on External Factors Affecting Consumer Purchase Decision of a Mobile Phone Coursework

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The paper "External Factors Affecting Consumer Purchase Decision of a Mobile Phone" is an outstanding example of marketing coursework.   Consumers make purchase decisions daily some of which are simple while others are complex, thus requiring more effort. Some decisions are routine requiring less effort while some are totally new. There are four types of purchase decisions: (a) minor new purchase is when an individual wants to buy something new that is not of most importance; (a) minor re-purchase is a routine purchase where an individual buys the same product without considering other product options; (c) major new purchase is the most complex and difficult of all purchases as it is new, the consumer has little or no experience in purchasing the product and great involvement is needed in the decision-making process; and (d) major repurchase is important to the consumer but he has more confidence in the purchase decision due to the previous experience he has received (Nayak, 2009).

Consumer purchase decisions are affected by both internal and external factors. External factors include cultural influences, subcultural environmental, social class environmental, social-group influences, family influences and other personal influences. Mobile phones have become part of personal communication and human daily life worldwide.

The penetration rate of mobile phones into marketing was at 49% in 2008 with approximately 3.3 billion mobile phone users across the global by the end of 2007 (International Telecommunication Union, 2008). The use of mobile phones has shifted to ‘ social object’ from a ‘ technological object, ’ as the main key individuals purchase mobile phones today is to interact with others, and a facilitated friend or family coordination (Srivastava, 2005). Obtaining a mobile phone not only indicates financial success but also cultural success in integration within the society.

The use of the mobile phone has therefore identified an individual’ s “ collective” identity (Urry, 2007). A mobile phone has become a status symbol in the world today. New mobile models arrive in the market daily replacing older ones in order to attract users. The most interested users are mostly young people who are attracted to the latest features, ringtones, wallpapers, video recording and mp3 facilities, MMS and internet. Those who use mobile phones daily cannot imagine a day away from them.

At least to out of five own a mobile phone costing differently. The rich own high price phones while the middle and the poor use moderately priced mobile phones. Mobile phones have eased many people’ s lives as they have been able to stay in touch with friends and family members, as well as meet new people. Factors influencing the purchase decision of mobile phone are both internal and external. The internal factors include involvement, attitude, learning, perception, education, motivation and information. The concentration of this paper is on external factors such as situational influences, cultural dimensions, the relevance of opinion leaders, and diffusion of innovation, social class, family, and reference groups among others (Nayak, 2009). Consumer behaviour is influenced mostly by a family structure in various ways (Sata, 2013).

The expenses and needs of a family depend on demographic factors, average income disposed of by one member of the family, number of people in the family, income, age among others. Family is a very closely and strongly related unit in some countries, which makes decision in a unified manner.

Family influences self-concept, attitudes and values of an individual. A family that views ownership of a mobile phone for youth as a tool to mislead them is different from a family that perceives the same phone as a means to be knowledgeable. Cultural values and norms are passed from the family to children. Children learn how their parents consume products so that they follow the same trend when purchasing products in future.

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