Business Research

Topics: Mobile phone, Marketing, Brand Pages: 25 (7605 words) Published: August 25, 2013

International Business Research

Vol. 5, No. 5; May 2012

The Role of Attitudes and Decision Makinig on Product Choice Case Study: Cellular Phones Tajzadeh Namin A. A. (Corresponding author) Allamah Tabataba'I Faculty of Management and Accounting Haft Paykar, Nezami Gangavi, Valy Asr, Tehran, Post Code 1434863111, Iran Tel: 98-21-887-700-1214 E-mail:

Rahmani Vahid Master of Business Management E-mail: Tajzadeh Namin Aidin Ph.D student of Marketing at Dallas University E-mail: Received: November 21, 2011 doi:10.5539/ibr.v5n5p132 Abstract The process of deciding over (choosing) a brand may be influenced by situation and content. “Brand attitude” and “corporate attitude” affect consumer’s brand choice and re-buying rate. The findings of the study can provide companies and active players in production, marketing, and sale of cell phones with practical suggestions as well as guidelines on how to meet consumer’s needs. In this descriptive survey, a questionnaire with 57 questions was used to gather required data. The statistical population consisted of buyers and users of cell phones in cell phone shopping centers in Tehran. A combination of multi-stage cluster sampling and judgment sampling was employed. In total, 385 questionnaires were analyzed. SPSS and LISREL were used for descriptive and inferential analysis of data and hypothesis test based on confirmatory factor analysis and structural equation modeling. The findings suggest a significant relationship between the variables “brand attitude”, “corporate attitude”, and “product (cell phone) choice”. In addition, no significant relationship was found between individual decision making processes (independent or mediated) and product choice. Keywords: Brand, Attitude, Consumer’s behavior, Product choice, Cell phone 1. Introduction The fact that the total number of mobile subscriptions passed the 5 billion mark early 2010 meaning a global penetration of 71.0 per 100 inhabitants. ABI Research expects mobile subscriptions to reach 6.4 billion by 2015 (News, 2010) confirming the ongoing diffusion of communication technologies and the overall transition to a global information society (Telecommunications Union (ITU), 2010). It also noteworthy, however, that double-digit growth in the mobile cellular subscriptions’ growth appears to be ending during next few years (Telecommunications Union (ITU), 2010). The cell phone is the most important item we carry every day (Kannon, 2006). It was the business use, which initially drove the development of cell phone technology (De Vries, 2005). Later on sending short messages (SMS) emerged and fundamentally changed the usage of the cell phones. SMS is still a technology, which is a predominant part of the communication culture among youth (Lenhart, 2010) so that 42% of them can text their eyes closed (Interactive, 2009). Since then cell phones with camera, video and broadcasting capabilities have emerged to become to most users’ reach and use (Nickerson et al., 2008). Demographic variables like age have an impact on our needs (physiological needs, safety and security, love and belonging, esteem, and self-actualization (Loo, 2009), and thus also on the usage of the various communication Accepted: March 23, 2012 Published: May 1, 2012



ISSN 1913-9004

E-ISSN 1913-9012

International Business Research

Vol. 5, No. 5; May 2012

devices like cell phones. Kannon (2006) discovered for example that more than 75% of mobile phone users carry a phone for the sense of security and particularly so among older users (Loo, 2009). The cellular phone technology has evolved radically since its’ inception. A study done among youth in US discovered that text messaging (SMS) was by far the most important feature (49%) beyond voice calls followed by camera (25%) and games...

References: F7: Durability and functionality
F8: Design and applications F9: Safety and time issues Source: Hande Kimiloglu et al., 2010.
Source: Laurent et al., 1995. Recommending product to others Continued product (brand) choice in future Buying other products from the same company (Brand generalization)
Product Choice
Source: Kotler et al., 2001.
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