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Factors Affecting Consumers’ Choice of Mobile Phone Selection in Pakistan

Factors Affecting Consumers’ Choice of Mobile Phone Selection in Pakistan

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Published by muhammadamad8930
Factors Affecting Consumers’ Choice of Mobile Phone Selection in Pakistan
Factors Affecting Consumers’ Choice of Mobile Phone Selection in Pakistan

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Published by: muhammadamad8930 on Jun 19, 2011
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05/12/2014

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Factors Affecting Consumers Choice of Mobile Phone Selection in Pakistan
1
ABSTRACT
Mobile phones during the past few years have become one of the most importantconsumer accessory item and is perhaps one of the most dynamic industry in terms of competition and change. This study discusses the factors that affect/motivate Pakistaniconsumers in their mobile phone choice decision. The purpose of the study was toidentify different factors/features that consumers value in their mobile phones and thenanalyze as to which factor according to them is the most important and to study theeffects of demographic differences on preferences of people belonging to diversedemographic groups. For this particular study four important factors i.e. price, size/shape,new technology features, brand name were selected and were analyzed through the use of questionnaire in registering consumers¶ perception of these factors. From the analysis it isclear that consumers value new technology features as the most important variableamongst all and it also acts as a motivational force that influences them to go for a newhandset purchase decision. The study also discusses that when selecting betweendifferent mobile phone handsets consumers prefer well known brands instead of nonfamiliar brands or Chinese handsets. The study also shows that price does affectconsumers¶ choice for a mobile phone but becomes less important of a factor as we movefrom low monthly income to higher income earning consumers. From the study it is clear that consumers in Pakistan are well aware of the new technology trends in the mobile phone industry and are techno savvy. The study also reveals that male respondents weremore interested in the new technological developments in the mobile phone industry ascompared to female respondents. The study provides several recommendations for themobile phone manufacturers operating in Pakistan and since the smart phone era has just begun a better understanding of consumer¶s insights and preferences is needed in order toachieve and maintain competitive edge over rivals.
 
Factors Affecting Consumers Choice of Mobile Phone Selection in Pakistan
2
DEDI
CAT
ION
 
 Learning is a process that can be divided into three components i.e.understanding, retention and application. The process of learning iscomplete only when an individual not only comprehends what he learned but more importantly is able to apply it in practical. It is through report writing a student of a particular discipline can apply a concept/s to some practical issue.This particular report is a study that discovers the factors which Pakistaniconsumers value the most in their mobile phones which motivates them to go for a particular choice and how by studying these factors and their interplayone could better market mobile phones to Pakistani consumers. I am highly grateful to Almighty Allah for granting me strength and guiding me throughout my study. I consider myself lucky that I studied at the best management school of my province and cannot thank enough all of myteachers for everything. I would like to specially thank my research supervisor Mr. Amir Saeed for giving me time whenever I needed it and doing all he could do in helping me out. I would also like to thank Mr. Kareem Khan, Mr. Zahoor Ahmad, Mr. Kamran Khan and Mr. Roohullah for distributing questionnaires for me in their respective institutes and also Mr. Noorullah, Mr. Arbab Musawir and Mr. Omer Yousuf for helping meout in using SPSS software. I dedicate my study to all of my teachers, my class mates and my universitywithout whom it would not have been possible. It is a humble effort on my part and I am positive in expecting the report towork as a real guide for those who further progress the study.
 Muhammad Amad 
 
Factors Affecting Consumers Choice of Mobile Phone Selection in Pakistan
3
Chapter 1
 
PAG
E
 
NO
 
IN
TR 
ODU
CT
ION
 
1.1
 
Background of the study 51.2
 
Purpose of the study 81.3
 
Scope of the study 81.4
 
Methodology of the study 81.5
 
Limitations of the study 91.6
 
Delimitations of the study 91.7 Scheme of the study 10
 
Chapter-2
L
I
T
E
RAT
U
E
EVIEW
 
1.1
 
I
ntroduction 122.2
 
Consumer Purchase Behavior 122.3
 
The Status of Pakistan¶s Telecom and Handset Market 142.4
 
Preferences of Pakistani Users 18
Chapter 3
M
E
TH
ODO
L
O
GY
3.1
 
Sample and sampling techniques 203.2 Theoretical Framework 203.3
 
Hypothesis formulation 213.4
 
Survey Methodology 23

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