期刊名称：International Journal of Managing Value and Supply Chains
印刷版ISSN：2230-7966
电子版ISSN：0976-979X
出版年度：2014
卷号：5
期号：2
页码：21-28
DOI：10.5121/ijmvsc.2014.5203
出版社：AIRCC
摘要：Mobile phone has diverse usages to different users in accordance with their necessities. With dramaticincrease in mobile phone usage in recent years, people take into account various factors while they decidepurchasing a mobile phone. This study has put efforts to uncover the underlying factors those affectcustomers in choosing mobile phone. Data were collected from those people live in Khulna citymaintaining equal ratios of various groups like male, female, businessmen, employees, students and others(mostly housewives). To select desired respondents, convenient sampling method was used. A structuredquestionnaire designed based on previous study with five point Likert scale was used to interviewrespondents. Factor analysis was applied to extract the underlying factors affect mobile phone purchasingdecision. The results show that the most important factor is physical attributes. Some other factors arepricing, charging and operating facilities, size and weight, friends’ and colleagues’ recommendations,neighbors’ recommendations and advertising.
