Consumer Buying Behavior Assessment for Australia's Mobile Plans

Executive Summary

The objectives of this research study are to study the buying attitudes of Cell phone users and to know and understand their preferences. To evaluate the responses of participants, their usage patterns and reasons or factors affecting the purchase decision are studied. For this purpose, responses are related to past theories available The learning outcomes of the research can be analysed as mainly dependent on motive to implement the action, consumer's ability of judgement to evaluate the consumption of services, decision mediators' role consumer life, predisposition or attitude towards specific service or company, environmental forces such as time and resources acting on him and the level of satisfaction post purchase of the pressure group.

Executive Summaryii

Introduction2

10 different mobile phone and plan options2

Participants, rankings, and explanations6

Participant 17

Participant 27

Participant 38

Analysis of responses9

How do these differences influence participants' rankings13

Recommendations14

Characteristics of likeliest customers14

How to attract these customers by applying the theories of learning and memory15

Conclusion16

References18

Consumer Buying Behavior Assessment for Australia's Mobile Plans

Introduction

The subscriber base of Australian mobile users is 19.89 million with a penetration rate of 97%. Despite relatively smaller customer base, it is very significant. Very little researches have been conducted regarding the specific behaviour users, their preferences and perception about the industry. Knowing the growth rates and data usage figures is not enough to gain insight about the industry. Knowing the customers' demand results in better understanding of Australian mobile phone users. It can help them in shaping the strategies to gain competitive advantage in the industry (Mackay & Weidlich 2007, pp. 28).

This paper aims to find out the consumer buying behavior for mobile phones and offered plans. Research is conducted through detailed interviews and then relating the data with the facts and evidences from past theories. The study is expected to produce valuable outcome for the mobile industry organizations (Siddiqui 2011, pp. 475).

10 different mobile phone and plan options

Plan 1: Vodafone Iphone 5 white, 16GB

4-inch Retina display

A6 chip

8-megapixel iSight camera with panorama

1080p HD video recording

Siri - Your intelligent assistant

iOS 6 - The world's most advanced mobile OS

1.5 GB Monthly Mobile Data

$700 Monthly Calls and SMS

Monthly Charges $66 per month over 24 months

Total Cost: $ 1584

Plan 2: Vodafone Nokia Lumia

Dimensions: 4.59 x 2.41 x 0.48

Weight: 142 grams

Screen Size: 3.7 inch

Screen Resolution: 800 x 480 pixels

Minimum monthly charge $50 over 24 months

Included Value $500

National calls to Vodafone & 3 phones Infinite

Included Data 1GB

Total min cost $1,200

Plan 3: Optus Pre-Paid Plan

GSM/ 3G Enabled

Minimum Monthly Charges $15 recharge

No data included

Contract Term: 1 month

Plan 4: Vodafone with Samsung Galaxy S II

Powered by AndroidTM

4.3" Super AMOLED Plus Screen

1.2Ghz Dual Core Processor

8MP Camera

16GB Memory

Monthly Charges: $7

Business Complete Plan: $35.

2 minute standard national call to mobiles = $2.15

Unlimited Standard National SMS

1MB of data (excess usage) = $0.50/MB

$200 Included Value1

200MB Mobile Internet included data2

Total cost: $1,008.00 over 24 months (Cancellation fees apply)

Plan 5: Optus LG Optimus L7

4.3" smartphone

gorilla glass running

Android 4.

0.3 Ice-cream Sandwich OS.

large 1700mAh battery packed into a ...