Research Methodology

RESEARCH METHODOLOGY

LITERATURE REVIEW

Topic: Consumer Behavior of Mobile Phone

Nowadays, mobile phone is a basic element, portable electronic device used for individual communication across the globe. Current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and videos. Mobile phone is also defined as a type of short-wave analog or digital telecommunication in which a subscriber has a wireless connection from a mobile telephone to a relatively nearby transmitter. Because of these above, research for consumer buying behavior of mobile phone is as a guideline for managements to review their advertisement campaigns and modify their mobile phones according to the needs of consumers.

Gupta (1987) studied the factors which motivate consumers while buying durables. He found that brand choice, source of information, role of family members and customer satisfaction are the significant factors. The choice of a mobile phone is characterized by two distinct attitudes to brands: attitudes towards the mobile phone brand and attitudes towards the mobile network. While price and regularity of service were found to dominate choices between network providers, choices between mobile phone brands were affected by new technology features such as memory capacity and SMS options. The trend will actually be not towards smaller phones but towards the ones with better capability and larger screen.

According to study by Biehal, Stephens and Curlo (1992), whether customers like or dislike an ad does not necessarily lead to brand acceptance or rejection. So, even though consumers may like the ad that they see, it does not necessarily mean that they will go out and buy the brand advertised. Usually the consumer uses their attitude towards the ad in brand choice equaled that of attitude towards the brands. Marketers should consider using advertisement. Managers...