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塔斯马尼亚论文代写:影响消费者行为的因素

塔斯马尼亚论文代写:影响消费者行为的因素

近几年手机使用量激增。世界上一些地区享有快速部署和高渗透的移动电话。世界上70%的人口拥有至少一部手机。根据统计,美国的孩子现在更可能拥有一个手机比一本书,85%的孩子拥有一个电话,只有73%拥有书籍。(国际电信联盟,2011)无一例外,肯尼亚是一个骑着电信进化浪潮的国家之一。肯尼亚的手机使用量增加了越来越多的势头。最新公布的统计数据,肯尼亚国家通讯委员会在肯尼亚的移动电话用户数量目前29.7m增加移动电话普及到75.4%(Jackson,2012)。

在手机中,智能手机在肯尼亚的年轻人中获得了普及。一些原因已被链接的愿望,有多功能的手机和制造商继续推出负担得起的手机。这已经成为可能,随着中国经济实惠的智能手机如华为Ideos手机介绍。其他手机制造商,即三星和诺基亚推出了低成本的智能手机,提高了更大的采纳和使用的小工具,这是非常受欢迎的城市地区。(Kachwanya,2012)

诺基亚已经在智能手机市场的领导者在过去,然而更多的手机厂商进入市场提供更好、更复杂的操作系统,如Android,三星,iOS由苹果和RIM黑莓。因此,诺基亚在智能手机与三星失去的市场份额,苹果和华为根据加特纳2013年二月报告的新闻稿中率先。(加特纳,2013)。

对此,本研究拟探讨影响消费者购买智能手机选择的具体因素。这项研究将重点放在营销组合即产品、价格、促销7PS,,人,过程和物理证据。

塔斯马尼亚论文代写:影响消费者行为的因素

Mobile phone usage has proliferated in recent years. Some areas of the world have enjoyed rapid deployment and high penetration of mobile telephony. 70% of the world’s population own at least one mobile phone. Based on the statistics, children in United States now are more likely to own a mobile phone than a book, with 85% of kids owning a phone as to only 73% owning books. (International Telecommunications Union, 2011) Without exception, Kenya is one of the countries riding the wave of telecommunication evolution. Mobile phone usage in Kenya has gained the ever increasing momentum. The latest statistics released by communication commission of Kenya state that the number of mobile phone subscribers in Kenya now stands at 29.7m increasing the penetration of mobile telephony to 75.4% (Jackson, 2012).

Among the mobile phones, Smartphones have gained popularity among the youth in Kenya. Some of the reasons have been linked the desire to have multifunctional handsets and manufacturers have continued to unveil affordable mobile phones. This has been made possible with the introduction of the Chinese affordable smart phones such as Huawei IDEOS handset. Other phone manufacturers namely Samsung and Nokia have introduced low cost smartphones that have enhanced greater adoption and use of the gadgets, which are very popular in urban areas. (Kachwanya, 2012)

Nokia has been the market leader in smartphones in the past however more mobile phone manufacturers have come to the market with better and more sophisticated operating systems such as android, by Samsung, ios by apple and RIM by blackberry. Consequently Nokia has lost its market share on smartphones with Samsung, Apple and Huawei taking the lead according to a press release made by Gartner in February 2013 report . (Gartner, 2013).

With this regard this study intends to investigate the specific factors that affect consumer choice in the purchase of smartphones. The study will focus on the 7ps of marketing mix i.e. product, price, place, promotion, people, process and physical evidence.

 

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