DETERMINANTS IN BUYING DECISION OF MOBILE PHONES AS CATEGORIZED TO GENDER

The study focuses on the consumer buying decision in mobile phones as categorized to gender as perceived from different brands of mobile phones stores and consumers. In this study, gender is considered as a category on buying decisions. In order to find ways to determine the buying decision of males and females around the different malls in Binan, Laguna (Pavillon, Umbria, Central Mall). The researcher conducted study to determine the buying decisions of males and females in buying mobile phones. The main objective of this study was to determine whether gender has effect on the consumer buying decision when it comes to purchasing mobile phones. The study aimed to determine the mobile phones buying behavior of males and females with the age ranging from 18-60 years old. The researcher used interview as the method in gathering data for comprehensive understanding of the study. This study utilized a qualitative research study. The population sample are included males and females ages from 18-60 years old. Purposive method of sampling was used to develop the sample of the research under discussion and evaluation. The study also showed how gender (both male and female) can influence the buying decision of consumers. After conducting the research, the interview result showed that consumer decision may vary in terms of gender.