Consumer behaviour and purchasing decision on mobile phones

Telecommunication sector is highly competitive in current scenario. The subscribers have various alternatives to choose according to their behaviour, taste and preferences. Factor analysis is employed to determine the various factors that contribute for making a decision on purchasing mobile phones. The following underlying dimensions are determined- Value for money, customer consciousness factor, Attention to detail factor and convenience factor. By Clustering of factor scores, 4 types of buyers are determined based on their buying behavior pattern and they are termed as-Analytical Buyers, Systematic Buyers, Expressive and Bargain Hunters.