THE DETERMINANTS OF CONSUMER BUYING BEHAVIOUR IN MOBILE PHONE INDUSTRY di Jayaraman Munusamy, Cheam Tat Lim, Shankar Chelliah edito da LAP Lambert Acad. Publ.
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THE DETERMINANTS OF CONSUMER BUYING BEHAVIOUR IN MOBILE PHONE INDUSTRY

In the perspectives of Malaysia

EAN:

9783838388854

ISBN:

3838388852

Pagine:
64
Formato:
Paperback
Lingua:
Tedesco
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Descrizione THE DETERMINANTS OF CONSUMER BUYING BEHAVIOUR IN MOBILE PHONE INDUSTRY

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.

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