Factors driving consumer’s decision related to mobile phones

Ing. Hong Ngoc Dang

Master's thesis

Abstract:

Along with the rapid change of technologies, the way companies distribute these products and services to their clients are also changing to match with their needs and demands. Over the course of time, consumers behavior has changed from owner ship to non-ownership. Instead of buying a house, they might prefer to rent a house. The range of renting products are constantly expanding, from big items like a car to small devices like mobile phone. The literature review part will give a deeper look on this change of consumers behavior. The main aim of this exploratory study is to find out whether there is a potential to launch a mobile phone renting service in Brno – the second largest city of the Czech Republic. The factors that can impact on consumers decision were taking from the literature review part. Consumers behavior are collected through online questionnaire survey, in which the details questions were made to access consumers opinion on every angle around mobile phone. All questions were created in the form of either multiple choice question or likert scale question, which made it faster and easier for respondents to answer the survey. Clusters were created based on the analysis of main variables. The results were compared between clusters to find the significant differences between them. At the end, explanations for the resulting patterns of ratings were proposed and suggestions were made for further research.

Abstract:

Along with the rapid change of technologies, the way companies distribute these products and services to their clients are also changing to match with their needs and demands. Over the course of time, consumers behavior has changed from owner ship to non-ownership. Instead of buying a house, they might prefer to rent a house. The range of renting products are constantly expanding, from big items like a car to small devices like mobile phone. The literature review part will give a deeper look on this change of consumers behavior. The main aim of this exploratory study is to find out whether there is a potential to launch a mobile phone renting service in Brno – the second largest city of the Czech Republic. The factors that can impact on consumers decision were taking from the literature review part. Consumers behavior are collected through online questionnaire survey, in which the details questions were made to access consumers opinion on every angle around mobile phone. All questions were created in the form of either multiple choice question or likert scale question, which made it faster and easier for respondents to answer the survey. Clusters were created based on the analysis of main variables. The results were compared between clusters to find the significant differences between them. At the end, explanations for the resulting patterns of ratings were proposed and suggestions were made for further research.

Keywords

Mobile phone, mobile phone renting

Language used: English

Date on which the thesis was submitted / produced: 13. 5. 2019

Thesis defence

• Date of defence: 26. 6. 2019
• Supervisor: doc. Ing. Radoslav Škapa, Ph.D.
• Reader: Ing. Jana Švecová

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)