Culture And Cultural Factors Influencing Mobile Phone Behavior

Culture refers to the consumers’ beliefs, traditions, customs, norms, and values obtained from the family and other institutions in the society. This has a great influence in a consumers’ preference. Social aspects refer to the status and role of people in the society. For example, a manager and a construction worker have different needs. Similarly, the buying patterns of a housewife are different from that of a working mother. Personal factors include age, lifestyle, occupation, civil status, religion, economic status, and personality of the consumers. Psychological factors consist of motivation, perception, learning, beliefs, and attitudes. These psychological factors greatly influence a consumer’s buying pattern and due to these, consumers have different product …show more content…
These factors are the pricing, reliability, outside influence, brand and basic properties, design, multimedia, and innovative services. They believed that demographic factors have an influence on the evaluations of different attributes regarding mobile phone choice. They also argued that the price of a mobile phone plays an important role in a consumer’s choice, especially for those with lower income. And finally, they showed that consumers value familiar brands when choosing between different mobile phone models through their focus group study. Price has been identified as a critical factor affecting the choice of mobile phone, especially among younger people (Mokhlis & Yaakop, 2012). Dziwornu (2013) states that the consumer’s choice of purchasing mobile phones was mostly affected by price, as the consumers are likely to associate price with the product quality. Similarly, mobile phone buyers have perceived price as a key identification of brands’ perceived value and brands’ quality, whereby a high price indicates advanced technology, design, and improved features (Kabadayi et al., 2007; Calik & FigenErsoy,