Cellphone Consumer Behavior

“Mobile devices had become an important role of human life. According to new researches, the smartphone section is growing quickly. Smartphones, cell phones feature phones are products that are classified as mobile phones. A smart phone may differs in many ways from the regular cell phones or feature phone. On the other hand smartphone products have a short lifetime and the frequency of changing from one product to another is high almost the same as for example the automotive industry. Many people who are the frequent user of a product or service changes their smartphones on regular basis as they had a high demand of frequency of change according to their basis of their income, way of living, business purpose and status. This also means that

Especially the cell phone or the mobile phone has become very popular among millions of young consumers around the world. In the past research on customer brand loyalty has been done mostly in mature market considering general consumers but nowadays young customer are not much as associated towards brand loyalty and brand perceive. Due to fast technology and design changes, there is short mobile phone life as new products are constantly introduced in the market. Young people express themselves in the society by their personal style regarding clothes, music, cultural style and mobile phone is no exception.”

“There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. The manufacturer are awaked by customer needs and wants, whereas the environmental stimulus are given by social factors.”

“The mobile phone has gained huge popularity throughout the world and has millions of users. The former research on customer brand loyalty has been performed in mature surroundings .There is the constant development of new products, changes in the technology and design and shortens the life of the cell phone. Therefore, most the population is reinforced to consume new models. Thus, the brand loyalty in Samsung mobile will be an amazing area of research.”

1.3 Research

However, within the mobile industry specifically, only a limited amount of research has been carried on brand equity from a consumer perspective .This study is mainly focuses on the leading brand preference for mobile phone and the attitude of consumers belongs to low, middle and high income groups are taken in Pakistan. Everyone has got a mobile phone today because it has many advantages such as use of ease and availability everywhere and every time but if they don't want to be available once, no problem, you may turn it off and switch to smartphones. Mobile operating system plays essential role in the development of mobile phones and smartphones. The major scope of study is to find out different factors that may affect the customer loyalty and brand equity in