Factors influencing the selection of mobile phones among young customers in Mauritius

Abstract

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.

Exploring The Factors That Influence Young Customers’ Purchase Intention Towards Smartphone

“…As a result, the South Asian market will contribute significantly to these companies' bottom lines. Researchers and scholars now have more information and a more refined perspective, which they can incorporate into ongoing and future endeavours [3]. The studies here do not presume the lack of anything.…”

“…The variables "Brand name/Brand image" have much higher values than the other variables. The Friedman test establishes whether or not the average position varies according to the variables [3]. However, there are additional challenges to this study, such as respondents being hesitant to participate for unknown reasons and many participants lacking knowledge of the current smartphone industry, prices, and innovations.…”