Mobile Phone buying behavior of consumers; A comparative study of Rural and Urban consumers in Pakistan

1
Hashim Zameer
Hashim Zameer
2
Rashid Saeed
Rashid Saeed
3
Raheel Abbas
Raheel Abbas
1 Bahauddin Zakariya University, Bahadur Sub Campus Layyah, Pakistan

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The purpose of this paper is to investigate the buying behavior of consumers in Pakistan and compare the consumers’ behavior of urban consumers and rural consumers in Pakistan. The data are collected from 600 consumers from all over the Pakistan through a structured questionnaire. SPSS 17 is used to analyze the results. To check consumer preferences while making a purchase decision we used AHP (analytic hierarchy process). We prioritize factors through AHP. This describes better results. Our findings indicate that rural consumers more focus on the functions of mobile phone and they are price conscious on the other hand urban consumers more focus on style of mobile phone and brand image of mobile phone. This paper serves as a valuable guideline for management to review their advertisement campaigns and modify their mobiles according to the needs of consumers.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

Hashim Zameer. 1970. \u201cMobile Phone buying behavior of consumers; A comparative study of Rural and Urban consumers in Pakistan\u201d. Global Journal of Management and Business Research - B: Economic & Commerce GJMBR-B Volume 12 (GJMBR Volume 12 Issue B6): .

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GJMBR Volume 12 Issue B6
Pg. 55- 59
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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The purpose of this paper is to investigate the buying behavior of consumers in Pakistan and compare the consumers’ behavior of urban consumers and rural consumers in Pakistan. The data are collected from 600 consumers from all over the Pakistan through a structured questionnaire. SPSS 17 is used to analyze the results. To check consumer preferences while making a purchase decision we used AHP (analytic hierarchy process). We prioritize factors through AHP. This describes better results. Our findings indicate that rural consumers more focus on the functions of mobile phone and they are price conscious on the other hand urban consumers more focus on style of mobile phone and brand image of mobile phone. This paper serves as a valuable guideline for management to review their advertisement campaigns and modify their mobiles according to the needs of consumers.

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Mobile Phone buying behavior of consumers; A comparative study of Rural and Urban consumers in Pakistan

Rashid Saeed
Rashid Saeed
Hashim Zameer
Hashim Zameer Bahauddin Zakariya University, Bahadur Sub Campus Layyah, Pakistan
Raheel Abbas
Raheel Abbas

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