MARKETING RESEARCH METHODS ASSIGNMENT 1
(RESEARCH PROPOSAL)

Factors influencing the consumer buying decision of mobile phone in Malaysia

Group Members: Word count-2579

1.1 Introduction

1.1 Background
With recent advancements in technology, the term mobile phones become obsolete and is replaced with the word ‘smart phones’, which has adjusted its position as the ‘new information medium’ (May and Hearn, 2005), due to the ever increasing convenience and features, such as, MMS, GPS, video call services and many more, allowing society itself to shift towards smartphone purchases (Min, et al., 2012). AC Neilsen (2012) reported that Malaysia is ranked highly in its region for smartphone usage, a total of 27%, while the closest contenders have only a slight difference in percentage (Thailand, 28% and Philippines, 29%). Furthermore, the perception of smartphones being a luxury item or a status symbol shifts to it being viewed as a necessity to daily life (Walsh and White, 2006) may have added the increase in usage rates, this can be supported by a study conducted by Syed Yahya Kamal, Syed Ardi and Tasir, Zaidatun (2008), which reported that mobile phones were viewed as a necessity by university students as it changed the methods of learning in universities. For example, info graphic research showed that out of the 57% mobile phone users, 40% use their phones to study before exams (Alexander, 2011). Furthermore, an increasing amount of students take notes, record lectures and so on, all through the use of smartphones (Mayudia Mothar, Musa Abu Hassan, Salleh Hassan and Nizam Osman, 2013).
In the present paper, the factors associated with mobile phone purchases amongst university students in Malaysia, such as, innovative features, aesthetic appeal (image), price, longevity, influence of the media,