بررسی رفتار خرید تلفن همراه با استفاده از بررسی مبتنی بر تصویر

Realizing the significance of customer buying behavior in today's market scenario it is very appropriate to analyze the drivers that trigger the purchasing decision. This research paper identifies and analyses certain critical drivers of mobile phone purchasing decisions and explaining their relevance. Empirical research was conducted in this study through an image-based survey amongst college students in Pune city. In this paper three critical drivers to purchasing decision namely price, brand and brand ambassador were considered. The study adopted text based questions and image based questions to solicit the responses to find whether it had an impact on the responses. The study also ascertained how effectively an image-based survey can be administered to compliment the conventional text-based question survey.

It has been not so recent that the telecommunications industry has been seeing an incremental graph and growth especially in the product domain. Today’s market is highly volatile as regards to the dynamicity in the market with respect to brands and prices available in almost all the goods and services. Cell phones have seen capitalizing the market with a huge potential to grow as well as sustain. A lot of surveys are conducted world over to identify and understand customer preferences in cell phone buying. In this study of mobile buying decisions the authors have tried identifying the impacts of an image-based survey vis-à-vis the text based survey. The price and brand of the products play an important role in the buying decision. A change in the price of a particular brand affects the buying decisions of the consumers. Future expectations about price changes can be another influential factor. The association of a brand ambassador to a product can create an impact on the preferences of the consumer towards purchasing the product. The brand in itself plays a major role in shaping an image about the products in the minds of the consumer. It is typically achieved by persuading them to buy the product or simply informing the consumers about it through different means. Among the many parameters in a mobile buying decision three main parameters have been considered in this research namely price, brand and brand ambassador. The objective of this paper is to study the impact of the buying decisions based on these three parameters against any other decision drivers. The importance of these three variables has been studied and analyzed based on text based questions and image-based questions.

The first objective of this research work broadly wanted to analyze if an Image based survey yields similar responses as compared to the traditional text based survey. Based on the analysis done above we conclude that the brand parameter in mobile buying decisions yields different perceptions when queried through text based and image based surveys. We are thus rejecting the Null hypothesis H0: Brand μ0 = μ1 the mean of brand preference in mobile buying decision through text based question and image-based question will be same and it is proved that the means of responses in two methods are different. The second objective was to statistically validate any significant difference in the three drivers of purchasing decision. An interesting observation from the results of ANOVA revealed that intra-group similarities of means can be attributed to the specificity for informed responses when audience is subjected to image based questions rather than text based questions. Amongst the three purchasing decision drivers analyzed we found the specificity for informed responses in imaged based survey relating to brand and brand ambassador and not for price. In this research study we have restricted our scope to a particular product analysis based on only three significant purchase decision making drivers. In future the methodology to evaluate responses for buying behavior through image-based survey can be extrapolated and used in different domains to check the willingness to pay for a product or service. The authors also intend to measure effectiveness of this methodology on a different set of audience. We also foresee to make use of this methodology in future to assist in developing a scale to understand an unstated need of a product or product feature in different strata of consumers.