This paper explores the various factors which impact on the selection of mobile phones among young customers. The various constructs such as branding, pricing, mobile phone features, lifestyle, and demographic variables such as age group and gender have been conceptualised into an integrated framework to investigate the factors which can affect the selection of mobile phones. It also investigates the relative significance of these factors in determining the selection of mobile phones in Mauritius. Design/methodology/approach: This paper reviews the determining factors impacting on the selection of mobile phones among young customers. It reports the empirical findings of a customer survey on the various factors impacting on the selection of mobile phones by the questionnaire method. The Mobile Phone Selection Model (MOPSM) is further validated through a survey instrument administered to 150 young mobile phone users. The questionnaires were further processed and analysed with the statistical programme SPSS, via descriptive and inferential analysis.
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