CONSUMER BUYING BEHAVIOUR

Consumer Buying Behaviour



Consumer Buying Behaviour

Research question'Innovation in mobile phone industry and its impact on Consumer's buying decision in London, U.K'Factors of successful research question selectionFollowing are the factors which were considered as the main tools of selecting this research question;

Excessive use of the mobile phone

Increase demand and innovation in the mobile industry

Rapid growth in the telecommunication industry

Over spending of consumers on mobile phones, and its accessories

Choice of research question 

As few of the factors which were considered as main reasons of selecting the research question have already been discussed (Benady 2002 29). Therefore, to analyse the buying behaviour of the customer in U.K is analyze in the research. Further, this research will elaborate that what innovations are coming in the industry, and meeting the desired demand of customers.Relevant literature

The main aim of this research is to introduce the research topic, background of the mobile phone industry in U.K, objective of this research, as well as structure of the report. The aim of the research is to study the impact of new advanced technology, in mobile phone on consumer's buying decision. The research conducted is fundamentally based on a survey of U.K consumers in London, U.K, who had experienced purchasing of a mobile phone.

U.K mobile phone market is one of the world's biggest and fastest growing markets (BBC, 2010). Total number of mobile phone subscriber in U.K is 563.73 million at the last count (Telegraph, 2010). Predication has been made that U.K will have 1.1 billion mobile subscribers in 2014 almost leading to 100% penetration rate. In a single quarter, (January to March) of 2010 U.K mobile handsets industry grew to record 36.35 million shipments for the first time (IDC, 2010). Because of development in technology, consumer market of mobile phone in the capital of U.K, London has a phenomenal growth (Bedell 2001 72).

In this rapid changing pace of technology, new technological product is introducing frequently in the market. According to IDC (2010), “Almost every day a new mobile handset model is launched by vendor with an innovation”. The substantial use of new generation of technology can bring additional features to the next generation mobile phones equipped with advanced features such as Internet browsing, emails, camera, multimedia messaging, etc. Furthermore, most of the mobile phone consumers inclined towards more and more advanced technological product (Barnes 2003 288).

Critical Review of the Authoritative Literature

Needs and wants are the origin of marketing. In the concept of marketing, it is very important from the marketer's point of view to recognize how and why consumer makes the decision to satisfy their needs and wants and how to make them purchase their product. Consumer behaviour is one of the important elements of marketing. To satisfy needs and desire they make their decision to select the product, services, ideas or experience. After selecting they purchase it, use it, evaluate it, or dispose it. In the field of consumer behaviour, a large and increasing research has emerged. Mainly, all researchers believe that the study of consumer behaviour is all about how people make a decision when they buy the product. However, there are different assumptions made by various ...