Consumers Selection Criteria in Mobile Purchase Decision

Nousheen Fatima
MPHIL Scholar, Khadim Ali Shah Bukhari Institute of Technology (KASBIT),
[email protected]
Nousheen Munawar
MPHIL Scholar, Karachi University Business School, University of Karachi, Pakistan
Sumera Mehmood
Lecturer of Business Administration Iqra University, Pakistan
Aimon Iqbal
PHD Scholar, Khadim Ali Shah Bukhari Institute of Technology (KASBIT), Pakistan
Imran Ali
MPhil Scholar, Gomal University Dera Ismail Khan, Pakistan

Abstract
The main purpose of the study is to investigate the factor(s) or criteria which every consumer considers before choosing any brand. Selection is the process in which someone chooses something that is best or most appropriate. Everyone has different choice and need when selecting cell phone. Overtime there has been marvellous changes and technological advancement in mobile phone models. So now a day’s mobile selection process become complex. Because selection criteria vary from person to person. For conducting this research Primary data was used. The data were produced by designing self-administered questionnaire. Respondent’s responses were measured by 5-point LIKERT scale. For the analysis of data many statistical tools were applied through SPSS software. Frequencies, reliability test were applied on the data. Researcher also did the ranking of variables to get the idea that which variable has significant influence on the study. Some conclusions have been drawn by the analysis of the data. Most of the alternative hypothesis were accepted because they have significant impact on the study. The study ends by contributing some insightful contributions to the body of literature and for the concerned personnel on the practical field.
Keywords: Consumers, selection criteria, mobile phone