CONSUMER'S PERCEPTION WHEN BUYING MOBILE/SMART PHONES

Abstract

Rationale: Nowadays mobile/smart phones have become compulsory requirement of daily routine rather than a want. In this era of technological advancements, mobile phone companies are devotedly working towards improving the performance of their brand features. This research is conducted to understand consumer’s perception when buying a mobile phone or a smart phone through analyzing different attributes including functionality, price, brand, usability and advertisements. These attributes are closely examined to demonstrate consumer’s involvement with a particular brand and mostly preferred features to influence their buying behavior. Methodology/Approach: A descriptive and deductive approach of quantitative research methodology is used to gather primary data through self-administered semi-structured questionnaire with 18 questions from 100 respondents of Karachi, Pakistan, including Bahria University, Saima mobile market and The Forum Mall. Judgments: The statistical data disclosed that consumer’s perception when buying mobile phone is influenced by price which is equally important between genders and different age groups whereas brand is equally important for genders which is analyzed through hypotheses testing and showed significance in the relationship where consumers also perceive better usability as value added feature but there was slightly weak relationship with functionality which showed less significance in the relationship. Conclusion: Consumer’s perception when buying mobile phone is influenced by price (among different age groups), brand (among genders), usability and the reliability of product that a mobile phone company is offering to its users. Practical Implications: This research is helpful in providing substantial factors that persuade consumer’s perception for mobile phone companies to consider and offer quality product and services in cost effective manner. Originality of Research: This research is based on observations and collection of primary data along with literature review theories, framework and data analysis which helps in demonstrating important attributes for consumer’s perception when buying mobile phones.