Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more ➡
Download
Standard view
Full view
of .
Add note
Save to My Library
Sync to mobile
Look up keyword
Like this
1Activity
×
0 of .
Results for:
No results containing your search query
P. 1
Consumer Buying Behavior Towards Mobile Phone Buying Among Ump Students

Consumer Buying Behavior Towards Mobile Phone Buying Among Ump Students

Ratings: (0)|Views: 136|Likes:
Published by Shahanu Gambhir

More info:

Published by: Shahanu Gambhir on Jun 25, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, DOC, TXT or read online from Scribd
See More
See less

10/15/2013

pdf

text

original

 
CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMPSTUDENTS : MARKETING VERSUS ENVIRONMENTAL STIMULI.ABSTRACTConsumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Factors affecting how customers make decisionsare extremely complex. There are many factors that can affect this process as a person worksthrough the purchase decision. According to the black box model of consumer behavior, there aretwo main stimuli that is related to buyers response towards buying a certain product, in thisresearch; mobile phone. But, which one can be much more influencing than the other in terms of  buying decisions. But, which one can be much more influencing than the other in terms of buyingdecisions. Based on the black box model of consumer behavior, this research’s objectives are tofind out the relationship between environmental factors with buyers decision making process. Thisstudy also intends to compare the two elements in environmental factors in terms influencing buying decisions to find out which stimuli is the main stimuli that mostly influence consumersmobile phone buying decisions. A survey questionnaire were conducted among 100 randomlychosen UMP students.
 
INTRODUCTIONAccording to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption.Consumers around the world are different in various factors such as age, income, education leveland preferences which may affect the way they avail of goods and services. This behavior thenimpacts how products and services are presented to the different consumer markets. There aremany components which influence consumer behavior namely; cultural, social, personal, and psychological (kotler and Armstrong, 2001).Christ P. (2009) in his book, Marketing Basic stated that factors affecting how customers makedecisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world isdifferent, it is impossible to have simple rules that explain how buying decisions are made. Butthose who have spent many years analyzing customer activity have presented us with useful“guidelines” in how someone decides whether or not to make a purchase.Customers make purchases in order to satisfy needs. Some of these needs are basic and must befilled by everyone on the planet while others are not required for basic survival and vary dependingon the person. It probably makes more sense to classify needs that are not a necessity as wants or desires (Christ P, 2009).One of the thing that can be categorized as both needs and desires is mobile phone. Mobile phonehad become an essential communication tools since 1876 when Alexander Graham made afortuitous mistake and made his cry “ Watson, come here; I want you” to be electronicallytransmitted to his assistant in an adjoining room.
 
The world of communications has undergone not just one, but two comparable paradigm shiftssince that time. The first being the invention and widespread popularity of the traditional telephoneand the other is the invention and adoption of thecellphone. (Gareth T; 2009). Mobile phoneshave become to enable a purposeful and fulfilling life.PROBLEM STATEMENT.There are many factors that can affect this process as a person works through the purchasedecision. The number of potential influences on consumer behavior is limitless (Christ P. 2009).According to the black box model of consumer behavior, there are two main stimuli that is relatedto buyers response towards buying a certain product, in this research; mobile phone. Both arecategorized as environmental factors which are environmental stimuli and marketing stimuli. Themarketing stimuli are planned and processed by companies, whereas the environmental stimulusare given by social factors. These two stimulus consists of different elements whereas can causedifferent influences on consumer behavior towards buying decisions. In consumer’s mobile phone buying behavior, either both can influence buying decisions. But, which one can be much moreinfluencing than the other in terms of buying decisions.

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->