Abstract: The research is related with understanding the purchase decision journey of consumers while buying a mobile phone, as mobile phones have become an integral part of our lives and their business market is continuously growing and expanding. Specifically, this is report trying to elucidate and analyse several factors affecting the purchase decision of consumer and consumer behaviour. There are various factors that affects the buying decision of a buyer like price, specification, cultural differences, convenience while buying a mobile phone etc. and by analysing these factors an organisation can gain a competitive advantage over others by making these factors favourable for them. Both secondary as well as primary data is used to support this report, for secondary data past literature works of different authors in this research region is used for guiding purpose and to obtain primary data, the method of short interview more specifically face-to-face interviews is selected and used after appropriate analysis of various methods available for data collection as while conducting this research, it is essential to take in consideration the sources of data that would provide not only informative results but also accurate information, attitudes, and preferences of the customers. The sample size for the interview process is twenty customers. The respondents are asked questions in accordance to the purchase decision journey so as to get a proper idea about the consumer psychology involved in this type of decision making. After the collection of data, the actual research starts with the analysis of the findings. The findings are the qualitative data that require phenomenological approach to analyse it that will organize with philosophical perspective as the focus is mainly on subjective interpretations and experiences. The analysis of findings revealed that before purchasing a mobile phone, the customers are eager to evaluate the most important factors. These factors include price, features, quality, brand name, durability, social factors and the position of the brand in the business market and also that even culture plays a major role in this purchase decision making process. Based on the results of the analysis, many recommendations are provided for the organisation such as the marketing managers of the mobile company should broadcast an advertisement on the mobile brand. This process is very effective to influence the purchasing decision of the customers by making the brand name prominent. Also different types of branding strategy can be implemented on the mobile company in order to attract the customers. Through the brand recognition, customers can shift their attention from one brand to another. Lastly, to conclude this study would aid the organizations decision making and also help to gain a competitive edge over others by being able to understand its customer base better which will be significant in the area of marketing. Moreover, this research also elucidates the impact of social media on the perception of customer which can be of great importance in strategizing
Keywords: International Consumers, Mobile Phone, International Global Brands.
Title: INVESTIGATING THE INTERNATIONAL CONSUMERS PURCHASE DECISION JOURNEY, WHEN PURCHASING A MOBILE PHONE FROM INTERNATIONAL GLOBAL BRANDS
Author: Nabil Abel, Dr Michael Marc
International Journal of Thesis Projects and Dissertations (IJTPD)
Research Publish Journals
