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 ...view middle of the document...
Marketers should consider using advertisement. Managers need to identify a specific attributes to be communicated to the market, based on which message gave the best execution. The key aim is to develop likeable advertisements. They also need to “build up a ‘bank’ of consumer perception about the brand to make it the one most often thought of and make it difficult for competitors to have access to the minds of consumers” (Romariuk & Sharp, 2003)
The brand name of the product is an important attribute. Writing in 2001, Del Rio, Vasquez and Iglesiaz commented that brands had both functional (product-related) and symbolic dimensions. Consumers evaluate product performance based on its capabilities, usage effectiveness, and value for money and reliability. The purchase and consumption of products are increasing regarded by consumers as an indirect way of communication to improve their self image and deliver certain impressions to other people. Big brand means a better image and a better product. The brand name benefits perceived by consumers are highly interrelated to the product-based benefits. However, Mason and Bequette (1998) suggested that perceived product performance was more important than actual attribute performance. Brand equity might be influenced by attribute knowledge more than consumer preference. This may be due to consumer biasness and prejudice. Consumers’ product evaluations are influenced by memory. The biasness can be reduced by having current information, experience and knowledge. Therefore, it’s not surprising that brands which consumers believe offer superior value are most preferred brands chosen. Brands with higher equity resulted in greater preferences and high market shares.
Price is another form of attribute used by consumers to evaluate a product. As Nguyen Van Chung (Customer Behavior of Buying the LCD-TV and the Marketing Strategy for VBC, 2005) pointed out that price could have a...