Factors Influencing Consumers’ Purchase Decision of Mobile Phones in the Mfantsiman Municipality of Ghana

This study sought to explore the factors affecting the purchase decision of mobile phone users and to recommend the policies which may be adopted by producers. The study employed a multiple-stage random sampling technique. The study used primary data gathered from a sample of 500 consumers with the help of self-administered questionnaire. Both descriptive and multivariate statistical techniques were used to analyse the data. The study disclosed a significant relationship between consumers buying decision and the variables of interest including branding, price, technical features, and quality of phones. It is, therefore, recommended that manufacturers should do aggressive advertisement about functionality and the quality of their phones to build strong brand loyalty among the youth. Also, manufacturers should make mobile phones with enhanced technical features and improve upon the quality of their mobile phones. Furthermore, mobile phones should be produced on large scale and be sold at a reduced price to enable the youth and middle income earners to purchase phones of their choice. Not only but also, wholesalers and retailers should purchase and sell mobile phones with enhanced technical features and strong brands. Keywords: Mobile Phone, Consumer Preference, Branding, Price, Technical Features, Quality DOI: 10.7176/JIEA/10-4-03 Publication date:September 30th 202

Consumer Location Based Service Perceptions and Response: a focus on Location Based Services and Emerging Mobile Lifestyles

Location Based Services (LBS) and electronically mediated lifestyles (e-lifestyles) represent emergent new areas with approaches (e.g. apps and e-activities) billed to change customer experiences and responses. Marketers are confronted with a challenge of understanding how consumers engage with mobile services and how to design appropriate strategies towards that (Donovan, 2013). A review of extant literature has indicated that the implementation of marketing strategies based on LBS is still in its infancy, and yet to gain widespread acceptance by consumers. The role of individual differences in consumer response to LBS is not reported in any substantive way in the literature- yet we know that e-lifestyles are now shaping different consumer responses to LBS. This PhD addresses this important area, with a focus on the role of e-lifestyles in consumer response to location-based services. The study relied on a sequential multimethod qualitative method of enquiry. Initially, in the first phase of data collection, relevant LBS websites were observed over a three-month period to explore consumer familiarity, attitudes and experience, offering some rich insights into consumer LBS awareness. In phase two of the research, specialist interviews (thirty-eight in total) were used in conjunction with cartoon tests as an effective way to establish the role of e-lifestyles, situational decision making as well as capturing actual (typical) consumer response in LBS encounters. In phase three, three focus groups were conducted with different user groups (young students, young professionals and older established working participants with families) to examine the role of individual factors in consumer LBS response. Findings in the study point to good experience with LBS with some selective engagement depending on user group profile, which broke down into ‘Involved’, ‘Observer’ or ‘Transaction’ orientations. Phase two (innovative cartoon tests) led to findings that mapped actual consumer response pathways in simulated encounters- four response pathways unique to this study emerged (immediate, delayed/future response, socially-mediated response and indifference). Findings also point towards influential individual factors such as variation on the basis of life stage, distinct patterns of proactivity and reactivity to LBS messages and the importance of situational factors on the nature of LBS response. This study contributes to the body of knowledge on LBS and e-lifestyles theory by providing deeper insights on actual consumer response process in typical LBS encounters (e.g. the UK context). It adds fresh insights into typical response processes by using specialist scenarios reflective of typical LBS encounters to map key response pathways, capturing ‘live’ customer experiences of different forms of LBS and interrogating the rationale behind individual responses using LBS scenarios. Findings also offer a clearer classification of customer response types (e.g. proactive and self-referencing LBS; reactive and cross-referencing LBS). By combining situational context, e-lifestyle and individual attributes influencing individual response to LBS in a single study, this research takes forward the argument of Weiss (2013) on the need for more in-depth examination of consumer response to LBS and takes further previous LBS adoption studies (Zhou, 2012)

“It's the one thing that makes my life tick”:security perspectives of the smartphone era

As smartphones overtake personal computers as the device of choice for internet access and everyday digital tasks, cybersecurity becomes a pressing issue for the platform. Research has found that smartphone users appear to act less securely than they would on a PC, but the reasons for this are unclear. The technology, the threats, and the role of smartphones have all developed in recent years, and this paper examines what smartphone security looks like to users in the 2020s. We interviewed 27 smartphone users about their security attitudes and behaviours. We find that users place great emphasis on, and take responsibility for, the physical security of their device, but minimise their responsibility for dealing with digital threats. We observe key contextual factors that influence how users protect their smartphones. The increasing monetary cost of smartphones and users’ functional reliance on them, causes participants to be highly concerned with protecting the physical safety and integrity of their devices. However, users appear to have a high level of trust in apps, based on the vetting processes of official app stores, yet they are still vulnerable to abuse from malicious/unnecessary permissions, and exhibit poor security habits when accessing illegitimate, pirated media outside of their smartphone's app store

Customer relationship management with perspective to Indian Mobile Industry and its Statistical Analysis

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What attracts vehicle consumers’ buying:A Saaty scale-based VIKOR (SSC-VIKOR) approach from after-sales textual perspective?

Purpose: The increasingly booming e-commerce development has stimulated vehicle consumers to express individual reviews through online forum. The purpose of this paper is to probe into the vehicle consumer consumption behavior and make recommendations for potential consumers from textual comments viewpoint. Design/methodology/approach: A big data analytic-based approach is designed to discover vehicle consumer consumption behavior from online perspective. To reduce subjectivity of expert-based approaches, a parallel Naïve Bayes approach is designed to analyze the sentiment analysis, and the Saaty scale-based (SSC) scoring rule is employed to obtain specific sentimental value of attribute class, contributing to the multi-grade sentiment classification. To achieve the intelligent recommendation for potential vehicle customers, a novel SSC-VIKOR approach is developed to prioritize vehicle brand candidates from a big data analytical viewpoint. Findings: The big data analytics argue that “cost-effectiveness” characteristic is the most important factor that vehicle consumers care, and the data mining results enable automakers to better understand consumer consumption behavior. Research limitations/implications: The case study illustrates the effectiveness of the integrated method, contributing to much more precise operations management on marketing strategy, quality improvement and intelligent recommendation. Originality/value: Researches of consumer consumption behavior are usually based on survey-based methods, and mostly previous studies about comments analysis focus on binary analysis. The hybrid SSC-VIKOR approach is developed to fill the gap from the big data perspective