Paper on the mobile phone industry for consumer behavior

You should describe consumers’ purchasing behavior in a certain industry that you pick. There is no limitation as to the industries you can pick; however, it is strongly recommended that you select among the industries that you are familiar with. Though there is not a limitation on the number of pages you can write, your assignment should be between 2 to 4 pages with double space format. Try to include as many factors as possible from the concepts that you have learned in the class. You are expected to answer these questions:


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What can you predict about the demography of the main targeted consumers of this industry?


What could you predict about their values, interests and hobbies (psychography)?


What are the consumers’ motivations or desires to purchase the products/services?


Where do consumers gather information from?


Which media channels in general do you think they consume?


Who do consumers refer to as an expert or opinion leader? What are their associative groups?


What aspects of the product/service are more important for the consumers?


How do consumers make purchasing decisions among the options?


What are the risks consumers take when buying? What could go wrong after purchase?

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