Factors Affecting Mobile Handset (MH) Buying Decision: An Empirical Study مقالة

مؤلف: Aftab Uddin، M ؛ Xu، H ؛ Tahlil Azim، M ؛

International Journal of Management and Business Research Summer 2015, Volume 5 - Number 3 (‎12 صفحة - من 225 إلی 236 )

الکلمات المفتاحية: Bangladesh Factor analysis Mobile handset Buying decision MH Brand Mobile Phone An

خلاصة:

Mobile technology is getting changed very fast in commensurate with other technological hyper changes. Buyers’ expectation from a new cellular phone is also changing over time. Producers, thereby, have to keep themselves abreast of changes in customer taste and preferences to attract, capture, grow, and retain both existing and potential customers. This study is set to measure factors affecting the buying decision of mobile handsets. A 21-item instrument was developed through an extensive literature survey. Both convenience and snowball sampling techniques were used to select the sample. 432 useable responses from 1375 respondents were used. Reliability, KMO, and Bartletts’ tests were run to judge their appropriateness. Through factor loading the findings reveal that seven features i.e., physical attributes, brand image, uniqueness, emotional appeal, ease of operation, social identity, and price, turn out to be the major determinants of purchase decision. Furthermore, recommendation, implication, and future directions have also been discussed.

ملخص الجهاز:

, 5 (3), 225-236, Summer 2015 © IAU Factors Affecting Mobile Handset (MH) Buying Decision: An Empirical Study 1* M. This study is set to measure factors affecting the buying decision of mobile handsets. e. , physical attributes, brand image, uniqueness, emotional appeal, ease of operation, social identity, and price, turn out to be the major determinants of purchase decision. Keywords: Factor analysis, Mobile handset, Buying decision, Bangladesh INTRODUCTION Technology changes life very fast. Factors determining the choice of customers in buying MH are important piece of information for preparing product recipe for the competitors in this market. Thus a study identifying the factors affecting the choice of a MH can facilitate both the customers and producers of cellular phone. Organizations are investing enormous funds on research to figure out the factors affecting the choice of customers buying decisions. A good volume of research have so far been conducted in this area (Cooper, 2001; Campbell and Russo, 2003; Bina and Giaglis, 2005; Tobin and Bidoli, 2006; Van Biljon and Kotzé, 2008; Ghorban, 2012; Petruzzellis, 2010; Nguyen Dang, 2013). Researchers have paid their attention to the adoption (Katz and Aakhus, 2002), customer satisfaction (Woo and Fock, 1999), and choice of product category (Mehta, 2007). There is plethora of studies pertaining to cellular phones but very few are related to the factors affecting the buying behavior of customers. There are many researches on cellular devices, however, very meager in factors affecting MH buying decision. A PLS Model to Study Brand Preference: An Application to the Mobile Phone Market.

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