Consumers have when choosing between different mobile phone brands. The study was built upon six key attributes (telephone features, connection fee, access cost, mobile-to-mobile phone rates, call rates and free calls) related to mobile phone purchasing respondents had to importance rate. The research showed that consumers with prior experience about a product can predict their choices relatively well, although respondents tended to overestimate the importance of features, call rates and free calls and underestimate the importance of a monthly access fee, mobile-to-mobile phones rates and the connection fee.
1.Demographic factors have an influence on the evaluations of different attributes related to mobile phone choice. Specifically, gender and social class will impact on the evaluations of the attributes as men belonging to higher social class seem to be more technology savvy.
2.Consumers value personal time planning properties in the choice of new mobile phones. Consumers value in smart phones features that enhance their personal time planning (e.g., Jones, 2002). These high-rated features include calendar and e-mail services .However, while synchronization of calendar and e-mail services to PCs has become easy and fast, the importance of time planning in mobile phones becomes more and more important.
3.New technical properties increase consumer willingness to acquire new phone models. Another important aspect that has risen from different studies is that consumers purchase new phones due to the fact that their existing one’s capacity is not appropriate referring to the idea that new technology features such as built-in cameras, better memory, radio, more developed messaging services, and color displays are influencing consumer decisions to acquire new models. Thus it can be expected that new features will influence the intention to acquire new mobile phones.
4.When choosing between different mobile phone models, consumers value larger screen size but the whole phone should be small enough and light to carry in pocket.
5.When choosing between different mobile phone models, consumers value familiar brands. Price of the phone has been identified as a critical factor in the choice of the mobile phone model, especially among younger people. besides new technological advances price is the most influential factor affecting the choice of a new mobile phone model. In addition, it seems that size and brand play to some extent an important role in decision making.
Liu (2002) for instance surveyed Asian mobile phone users and found that size of the phone had no impact on mobile phone choice, but this finding might be due to the fact that all competing brands have quite similar sized phones that are small enough. Liu continues that the trend will actually be not towards smaller phones but towards phones with better capability and larger screens. While companies are advertising new models and services that do not yet exist, it according to the paper signals to the market that the company is at the cutting edge of technology and shows what will be available in the very near future. The sales of new phones will then be driven by replacement rather than adoption.