THE DETERMINANTS OF CONSUMER BUYING BEHAVIOUR IN MOBILE PHONE INDUSTRY - Munusamy, Jayaraman;Tat Lim, Cheam;Chelliah, Shankar
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This book explains whether mobile phone features, design, quality, style and price affect the selection of mobile phones by mobile phone users. A quantitative method was deployed where a total of 120 respondents were interviewed through the survey questionnaires in the city of Petaling Jaya, Shah Alam and Rawang in the State of Selangor, Malaysia. A Multiple Regression Analysis was conducted and the finding shows that mobile phone features, design, style and price affect selection of mobile phones except the quality of the mobile phone. The result shows implications for mobile phone companies…mehr

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Produktbeschreibung
This book explains whether mobile phone features, design, quality, style and price affect the selection of mobile phones by mobile phone users. A quantitative method was deployed where a total of 120 respondents were interviewed through the survey questionnaires in the city of Petaling Jaya, Shah Alam and Rawang in the State of Selangor, Malaysia. A Multiple Regression Analysis was conducted and the finding shows that mobile phone features, design, style and price affect selection of mobile phones except the quality of the mobile phone. The result shows implications for mobile phone companies and their marketing managers. This study can be a reasonably good guide and reference for mobile phone manufacturers when developing new models of phones and bringing them into the market.
Autorenporträt
El Dr. Jayaraman Munusamy es profesor asociado de la Universidad de Limkokwing en Malasia. Anteriormente, fue profesor adjunto en la Universidad Tun Abdul Razak hasta 2008, profesor en la década de 1970, director de marketing en la década de 1980, director de marketing industrial en Ikeda en la década de 1990 y director de Six Sigma en Johnson Controls en la década de 2000.