Consumer choice criteria in mobile phone for young people: an empirical study

Abstract

In today's China, smartphones are more and more necessary to life as a loaf of bread, the smartphone market has high potential. The potential market push companies to improve the strategies and products for the smartphone companies, so the researchers pay more attention to the understanding of data users' needs and integrate them into the company's production. According to the ABC model in marketing, this thesis uses attractive and cognitive components to develop. This thesis let the smartphone companies understand how a product affects consumers' choice, and it uses questionnaires to figure out why consumers choose this kind of mobile phone and why do one smartphone attract consumers. It also discusses the function of a mobile phone which would attract young customers and the close relationship between brand and consumer purchase. The application of the mobile phone is changing people's communication and lifestyle. The results explain why a mobile phone brand can get consumers' purchase from four aspects including innovative features, perceived product quality, product brand, and celebrity recommendation. This study also explores the power of potential projects in the mobile phone industry.