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CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMP
STUDENTS : MARKETING VERSUS ENVIRONMENTAL STIMULI.
ABSTRACT
Consumer 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
decisions are extremely complex. There are many factors that can affect this process as a person
works through the purchase decision. According to the black box model of consumer behavior,
there are two main stimuli that is related to buyers response towards buying a certain product, in
this research; 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 buying decisions. Based on the black box model of consumer behavior, this research’s
objectives are to find out the relationship between environmental factors with buyers decision
making process. This study 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 consumers mobile phone buying decisions. A survey questionnaire were conducted
among 100 randomly chosen UMP students.

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INTRODUCTION
According 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 level and preferences which may affect the way they avail of goods and services. This
behavior then impacts how products and services are presented to the different consumer
markets. There are many 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 make
decisions 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 is
different, it is impossible to have simple rules that explain how buying decisions are made. But
those 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 be
filled by everyone on the planet while others are not required for basic survival and vary
depending on 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
phone had become an essential communication tools since 1876 when Alexander Graham made
a fortuitous mistake and made his cry “ Watson, come here; I want you” to be electronically
transmitted to his assistant in an adjoining room.

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CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMP STUDENTS : MARKETING VERSUS ENVIRONMENTAL STIMULI. ABSTRACT Consumer 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 decisions are extremely complex. There are many factors that can affect this process as a person works through the purchase decision. According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; 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 buying decisions. Based on the black box model of consumer behavior, this research’s objectives are to find out the relationship between environmental factors with buyers decision making process. This study 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 consumers mobile phone buying decisions. A survey questionnaire were conducted among 100 randomly chosen UMP students. INTRODUCTION According 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 ...
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