Factors that influence consumer purchasing decisions: The case of mobile phone consumers in Westlands area- Nairobi

Abstract

This study was conducted to achieve the following objective: the marketing, technological and other factors that consumers consider when purchasing mobile phones. To achieve this objective, a sample of 200 respondents from the following shopping malls was picked (Westgate, Sarit Centre, Ukay Centre and The mall. A structured questionnaire with open ended, closed and likert-matrix questions was administered to the sample units. The total sample of 200 respondents was drawn from the shopping mall and randomly selected during the weekends as this is when the shopping malls are busy. Face to face interviews were conducted to the walk in shoppers. The drop and pick method was used to the shop tenant respondents. Data collected was analyzed using means, percentages, modes, graphs and frequency distribution to represent the findings. The study achieved the objectives and based on the findings, the following conclusions were drawn: Consumers take into consideration various aspects when purchasing mobile phones. ' .. These include the marketing aspects such as price, place, promotion and product and technical aspects such as the network capability for the regular travelers, operating systems, phone accessories for convenience and extra services such as the GPRS connectivity, the USB/ Bluetooth, infrared and ergonomics.