Study of consumer buying influencing attributes based on mobile phone purchasing

Document Type : Original Article


Department of Management, Sister Nivedita University, Kolkata, India


In less than 10 years, the mobile phone has become an essential part of our daily lives. It is no longer a luxury item and has become one of the most commonly used daily consumer goods throughout the world. For the growing significance, there is enormous research work in many countries in this field but as compare to India, Specifically Kolkata there is still some lacuna of this emerging field of research work. This study aims to make an approximation of the consumer buying decision and identify how the proposed research attributes influenced consumer buying behavior. The methodology used to achieve these objectives is based on primary data collection and the analytical part of this study is based on Statistical analysis whose platform is SPSS. Analysis of the results obtained from a representative sample of 157 mobile phone users shows that the consumer buying decision can be predicted according to proposed research attributes where consumer buying of either store shopping or internet shopping channels.


Main Subjects

Heikki Karjaluoto, Jari Karvonen, Manne Kesti, Timo Koivumäki, Marjukka Manninen, Jukka Pakola, Annu Ristola & Jari Salo. (2005). Factors Affecting Consumer Choice of Mobile Phones: Two Studies from Finland. Journal of Euro marketing, 14(3), 59-82.
Holmes, A., Byrne, A. & Rowley, J. (2014). Mobile shopping behaviour: insights into attitudes, shopping process involvement and location. International Journal of Retail & Distribution Management, 2(1), 25-39.
Lee, J., Lee, J. & Feick, L. (2001). The impact of switching costs on the customer satisfaction‐loyalty link: mobile phone service in France. Journal of Services Marketing, 15(1), 35-48.
Persaud, A. & Azhar, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence & Planning, 30(4), 418-443.
Sata,  M.  (2013).  Factors  affecting  consumer  buying  behavior  of  mobile  phone  devices. Mediterranean Journal of Social Sciences, 4(12), 1-10.