Consumer Behavior in Purchase of Mobile Phone in Urban City of Karachi

Abstract

The dynamic times we are living in may be one of the most fascinating times to study mobile phone purchasing motives. There is not enough data available on the salient factors which affect the decision making process; usage and brand loyalty in mobile phone consumers belonging to different age groups. Therefore, this study addresses this subject by using the Models of Wheel of Consumer Analysis and Consumer Decision Making Process to evaluate two distinct age groups: 18-35 years and 36-50 years. It further evaluates effect of marketing strategies on consumers of both age groups, based on a popular brand of Nokia. Findings of this study show that younger consumers, aged 18-35 years, are comparatively more affective and more inclined towards technologically advanced mobile phones, whereas, the older consumers aged 36-50 years are more cognitive. Both the age groups are highly involved in the purchase decision of mobile phones. Word of mouth, mobile phone dealers’ websites and advertisements play the most powerful role in influencing their purchase decision. The final part of the study on behavior towards Nokia reveals the brand’s unique selling points across both age groups are durability and quality. Majority is not satisfied with its pricing strategy and need more features at lower prices. However, older age group shows higher level of brand loyalty for Nokia.