A Study on Mobile Phone Buying Behavior Using an Image-Based Survey
Procedia Economics and Finance, Volume 11, 2014, Pages 609–619, Shaping the Future of Business and Society — Symbiosis Institute of Management Studies (SIMS), © 2014 Elsevier B.V.
11 Pages Posted: 15 Dec 2014
Date Written: June 1, 2014
Abstract
Realizing the significance of customer buying behavior in today’s market scenario it is very appropriate to analyse the drivers that trigger the purchasing decision. This research paper identifies and analyses certain critical drivers of mobile phone purchasing decisions and explaining their relevance. Empirical research was conducted in this study through an image-based survey amongst college students in Pune city. In this paper three critical drivers to purchasing decision namely price, brand and brand ambassador were considered. The study adopted text based questions and image based questions to solicit the responses to find whether it had an impact on the responses. The study also ascertained how effectively an image-based survey can be administered to compliment the conventional text-based question survey.
Keywords: critical drivers; image based; text-based; purchasing decision
Suggested Citation: Suggested Citation