Marketing Factors Influencing Consumer Behavior in Buying a Cellular Phone

The primary purpose of this study was to determine marketing factors influencing consumer behavior in buying a cellular phone. Samplings were cellular smart phones users whom their age less than 20 years old and live in Bangkok area by using 400 users for this study. Using a check list and rating scale as a questionnaire tool. The statistics used for data analysis were percentage, mean, standard deviation, hypothesis testing analysis by Chi-Square, and regression analysis. The findings indicated that most of respondents were females, age between 19-20 years old, bachelor degree graduated, and average income between 3,000-5,000 baht. The mainstream of consumer using the apple IPhone and most of users bought smart phones by their parent's decision with the budget spending between 5,000-10,000 baht. Most of factors for buying smart phone were quality, replacement the old ones for every 4 years from retail stores. The average factors of opinion regarding marketing factors influencing consumer behavior in buying a cellular phone was at highest, such as picture quality, stylish, easy to use, and free download applications. As for pricing issue, such as appropriate prices, assortment, discount prices was in high level of opinion. As for location issue, such as within department stores, and e-commerce. As for promotion Issue, such as knowledgeable sale personnel, advertising thru media, flyers, and free accessories was in high level of opinion. The hypothesis revealed that factors, such as gender, age, education, and income affected consumer behavior in buying smart phone and marketing mix was related to consumer behavior in buying smart phone decision. Recommendations from this study were smart phone retailers should select stylish products, user friendly phone, free download applications, appropriate prices, increase distribution channel, repair stores with product assistance, discount price during holidays, package deal with smart phone service providers, knowledgeable sale personnel, and free accessories.