Since individuals vary in their behavior and since their tastes and needs are constantly affected by time and other factors, it will be a rather difficult task to study and identify consumer behavior. Studies suggest existence of numerous factors affecting costumer choice. The variable of the element “product” is one component of the marketing mix dealing with tracking customers’ demands and suggestions on a certain product or with designing goods or services to best meet such demands. This descriptive survey used questionnaires containing 41 questions to gather required data. The statistical population consisted of buyers and users of mobile phones surveyed in cell phone distribution centers in Tehran. Cluster sampling methods were used in this study. In total, 385 questionnaires were analyzed. SPSS was employed to analyze data based on descriptive and inferential statistics. Freedman’s Test was used to prioritize indices. The findings suggest a significant difference between determinant indices involved in product choice in cell phone markets. In addition, we have prioritized indices used by consumers to pick and buy cell phones of their choice. The findings of such studies can help us identify and meet consumers’ actual needs, on one hand, and achieve higher profitability and success in active segments of market, on the other hand.
کلید واژگان :Consumer Behavior, Product Choice, Mobile Phone
ارزش ریالی : 300000 ریال
با پرداخت الکترونیک