CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMP STUDENTS : MARKETING VERSUS ENVIRONMENTAL STIMULI.
Consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Factors affecting how customers make decisions are extremely complex. There are many factors that can affect this process as a person works through the purchase decision. According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. But, which one can be much more influencing than the other in terms of ...view middle of the document...
Christ P. (2009) in his book, Marketing Basic stated that factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful “guidelines” in how someone decides whether or not to make a purchase.
Customers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet while others are not required for basic survival and vary depending on the person. It probably makes more sense to classify needs that are not a necessity as wants or desires (Christ P, 2009).
One of the thing that can be categorized as both needs and desires is mobile phone. Mobile phone had become an essential communication tools since 1876 when Alexander Graham made a fortuitous mistake and made his cry “ Watson, come here; I want you” to be electronically transmitted to his assistant in an adjoining room.
The world of communications has undergone not just one, but two comparable paradigm shifts since that time. The first being the invention and widespread popularity of the traditional telephone and the other is the invention and adoption of the cell phone. (Gareth T; 2009). Mobile phones have become to enable a purposeful and fulfilling life.
There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless (Christ P. 2009). According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. Both are categorized as environmental factors which are environmental stimuli and marketing stimuli. The marketing stimuli are planned and processed by companies, whereas the environmental stimulus are given by social factors. These two stimulus consists of different elements whereas can cause different influences on consumer behavior towards buying decisions. In consumer’s mobile phone buying behavior, either both can influence buying decisions. But, which one can be much more influencing than the other in terms of buying decisions.
Based on the black box model of consumer behavior, this research intends to find out the relationship between environmental factors with buyers decision making process. This study also intends to compare the two elements in environmental factors in terms influencing buying decisions to find out which stimuli is the main stimuli that mostly influence consumers mobile phone buying decisions.
i. What is the relationship between environmental factors in the black box...