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The impact of customer buying behaviour on marketing strategy in the indonesian mobile phone industry

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The purposes of this research are to analyze factors that significantly impact consumers buying behavior and how those factors influence customer behavior in smartphones industry. All marketing decisions are based on assumptions and knowledge of consumer behavior. With the understanding, we discover the best decision for blending the marketing strategy. Handi irawan?s Theory is used to illustrate the general characteristic of indonesia?s Consumers behavior. Research is conducted using microsoft excel, spss and structural equation model software to analyze the quantitative data. Research discovers that typical of indonesian customers characteristics in smartphones industry are long-term perspective, planned behavior, like to socialize, adaptive to technology, not receptive to coo effect, prestige, and high conscious toward environmental issue. Some characters are contradictory with irawan?s Theory. For smartphone market in indonesia, product strategy is influenced by long-term perspective of indonesian cosnumers, planned behavior and adaptive to technology characteristics. Research concludes that the best marketing mix combination is place and promotion or price, product, and promotion. The combination is adjusted with consumers characteristic and their preferences.

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Availability

M00174

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Available

Detail Information

Series Title

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Call Number

174

Publisher

: Swiss German University., 2010

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Language

English

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Subject(s)

MBA

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