A Study on Mobile Phone Buying Behavior Using an Image-based Survey

Realizing the significance of customer buying behavior in today’s market scenario it is very appropriate to analyze the drivers that trigger the purchasing decision. This research paper identifies and analyses certain critical drivers of mobile phone purchasing decisions and explaining their relevance. Empirical research was conducted in this study through an image-based survey amongst college students in Pune city. In this paper three critical drivers to purchasing decision namely price, brand and brand ambassador were considered. The study adopted text based questions and image based questions to solicit the responses to find whether it had an impact on the responses. The study also ascertained how effectively an image-based survey can be administered to compliment the conventional text-based question survey. © 2013 The Authors. Published by Elsevier B.V. 1. Selection and/or peer-review under responsibility of Symbiosis Institute of Management Studies. * Corresponding author. Tel.: +0-000-000-0000 ; fax: +0-000-000-0000 . E-mail address: [email protected]