ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 6, Number 2, July 2008


Consumer Behavior in Purchase of Mobile Phone in Urban City of Karachi
Sabera Suleman - -, -, Pakistan

Abstract
The dynamic times we are living in may be one of the most fascinating times to study mobile phone purchasing motives. There is not enough data available on the salient factors which affect the decision making process; usage and brand loyalty in mobile phone consumers belonging to different age groups. Therefore, this study addresses this subject by using the Models of Wheel of Consumer Analysis and Consumer Decision Making Process to evaluate two distinct age groups: 18-35 years and 36-50 years. It further evaluates effect of marketing strategies on consumers of both age groups, based on a popular brand of Nokia...

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