A study of buying motives and their effects on consumer behaviour in the cellular market of selected international companies

Abstract

As the mobile phone industry has reached the target of securing its second billion subscribers, the demand for a new generation of handsets with different features have forced manufacturer to pay much closer attention to their device portfolios .So with the intense competition, operators need to work closely with mobile handset makers and software developers to match their handset portfolios according to consumers desires and needs. Businessmen, field workers and other consumers have different wants and desires and they are looking for some features such as ease-of-use, phone book, reminder, push-to-talk, camera phones, multimedia messaging service (MMS), video streaming , audio streaming, etc. This makes it evitable for handset manufacturers , operators and software developers to pay more attention to buying motives of different consumers. The present study is attempting to evaluate the factors influencing handset users in forming purchase decision. This study focuses on the mobile handset features and buying motives and their effects on purchase decision of consumers (postgraduate and research students of Pune university inside the campus). The research design provides a scope for drawing logical conclusions. The study relies mainly on the primary data collected through validated questionnaires. Consumer purchase behaviour for handset, influence in the decision making is more complex. This research explicitly clears the relationship between logical and emotional buying motives with their relative influence on consumer purchase decision. Logical motive is a result from a process in which the individual assesses the expected value of the product through the influence options regarding cost and benefits of using a product available to him and hence it is subjective. Emotional motive is a result from those aspects for the purchase that are indirectly related to the anticipated performance of the product and directly related to the consumer s social and psychological interpretation of the product. newline