Thai consumer perception and preferences for mobile phones

¶ … Consumer Perception Toward Using Mobile Phone

Thai Consumer Perception on Mobile Phones

The mobile phone market has significantly developed in the past few years. The trend characterizes developed countries, but developing regions also. Technological development has a significant impact on the activity of individuals and of companies.

Mobile phones have practically revolutionized communication. The role of mobile phones has significantly developed since the initial types of mobile phones were introduced on the market. This is because in the beginning, mobile phoned were used only for communication among individuals.

Then, people started listening to music on their phones, taking photos or video recording aspects that interest them. The mobile phone became popular for the entertainment purposes it also served.

In addition to this, mobile phone makers started to develop applications that increased the functionality of these products. For example, people can access the Internet through mobile phones or to make mobile payments in certain cases. It would be interesting to find out what are the applications that users take into consideration the most when choosing the mobile phone model they want to purchase.

Mobile phones also represent a sign of the social status of the individual in case. Some mobile phones are quite expensive or come in a limited edition. Mobile phones can also be considered fashion statements. In other words, the variety of mobile phones determines a variety of uses of this product and a variety of reasons for purchasing certain types of mobile phones.

1.2. Research Question

This research study intends to indentify the Thai consumers' perception on using mobile phones. In other words, the research projects intends to find out what are the characteristics that Thai consumers look for in mobile phones, what are the price ranges they are willing to pay, what are the activities that these customers intend to use these mobile phones for.

1.3. Research Objective

The main objectives that this research project intends to address include:

Objective #1 -- what percentage of the population uses mobile phones.

Objective #2 -- what are the characteristics that interest customers in their mobile phones.

Objective #3 -- what are the applications that customers consider to be the most useful in their mobile phones.

Objective #4 -- what do consumers mainly use their mobile phones for.

Objective #5 -- how much are customers willing to pay for their mobile phones.

Objective #6 -- what is the Thai consumer's behavior regarding mobile phones.

Objective #7 -- what are the trends in the mobile phone industry.

Objective #8 -- how is the mobile phones market likely to evolve in Thailand.

2. Literature Review

2.1. What Are Mobile Phones?

Mobile phones are electronic devices used for full duplex two-way communications through a cellular network (Ulyseas, 2008). These mobile phones allow the user to make and receive phone calls from and to a public telephone network. Mobile phones are used for other activities, like: SMS messages, e-mail, Internet, games, Bluetooth, infrared wireless communication, camera, MMS messages, MP3 players, radio, and GPS.

Communication

The communication function is the basic and most important purpose of using a mobile phone. These mobile devices allow individuals to make and receive calls from almost anywhere to any location (TechRepublic, 2006). The procedures of making and receiving call have been significantly simplified since the introduction of mobile phones on the market. With just simple screen touches, a person can call another person.

This means that the person in case does not need to memorize names and phone numbers or to carry traditional address books with the contact details of people that interest the person in case. This is extremely useful in the case of people working in different countries that can easily contact their family and friends through mobile phones whenever they want.

In addition to this, people can send messages through their mobile phones. This allows them to efficiently communicate by reducing costs associated with phone calls and the time required for this activity. This is extremely practical for businesses also, given the fact that team members can communicate through such messages. Mobile phone messages are also used for advertising purposes, in order to improve communication between the company that addresses this type of advertising and the customers it intends to reach.

Emergency

The mobile phone is extremely useful in the case of emergency situation. The owner of such a mobile device can call 911 for free from their mobile phone, even if the owner's phone credit does not allow for calls to be made. Also, the camera of the mobile phone can be used in recording certain aspects that are useful in such situations (Reardon, 2006).

Storage

An important feature of mobile phones consists in the fact that they allow for important data storage. The user can store picture, text, and audio documents. This way, the user can take his important documents with him while traveling or to assist him in certain activities where the user cannot access a computer and uses his mobile phone instead. Most modern mobile phones provide this ability that is appreciated by users.

Entertainment

Another important function of the mobile phone that becomes more and more important for users is represented by its entertainment functions. In other words, the mobile phone can be easily used as a music player, a music recorder, or a video clip player. This allows users to play video of a certain size or to send them to other users by using the mobile phone.

Applications

The applications of mobile phones have significantly developed. Mobile phones provide applications like: calculators, alarm clocks, converters, word and spreadsheet processors, computing functions, and others.

2.4. The Benefits of Mobile Phones

There are numerous advantages that using a mobile phone can provide. These benefits include:

The accessibility of people

The possibility of navigating the Internet

Mobile payments

The accessibility of people

The technological developments made in the telecommunications field make it easier to access certain people even in conditions that make it difficult to communicate with them (Mobile Phones, 2009). For example, mobile networks allow people to talk to each other through mobile phones when the distance between them is quite significant. It is easier now to locate someone when they are not in their home or office, or when the caller does not know where the cal receiver is.

The possibility of navigating the Internet

A great percentage of the world's population uses the mobile phone to access the Internet. Most of the users that are interes5ed in this feature are represented by teenagers. In addition to this, the Internet is accessed by mobile phones owners in order to find out sports news or the weather forecast, or other information that interests them.

Mobile payments

One of the most important features of the mobile phones is that it allows users to pay their bills through moil phones applications. This is extremely useful for many users that pay their bills through mobile phones in order to reduce the costs and time associated with this activity.

2.5. Mobile Phone Trends

The most important trends that are likely to influence the mobile phones industry are represented by:

Low-end mobile phones

Mobile Internet

Video phone

Physical networking devices

Low-end mobile phones

This type of mobile phones will continue to be preferred by numerous customers. However, prices and profit margins are likely to be compressed. It is expected that prices for this product segment will be reduced in order to attract a higher number of customers.

Mobile Internet

Mobile phones that provide Internet options are expected to become the mainstream products in this market. It is estimated that this product segment will realize the most important profits. Mobile phones producers will compete in the mobile Internet section in order to gain competitive advantage and increase their market share.

Video Phone

It is expected that technical developments in the field will allow for the introduction of video phones on the market. This action will be supported by the growing needs of consumers that find useful such a communication device. Such video phones require significant production investments and support networks that allow for such activities.

This means that the prices of these products will be quite high and not many customers will be able to pay them. Although certain specialists in the field consider that video phones will be the mainstream of the mobile phones market, it is quite difficult to estimate how customers will react to video phones.

Physical networking devices

These devices are likely to improve the functionality of mobile phones, makes them more useful for their users.

2.6. Consumer Behavior

There are several factors that influence customers' decision when selecting the mobile phone they intend to purchase. The most important factor that affects customers' purchase decision is represented by the price of these products (Pakola et al., 2010). Some of the customer segments addressed by mobile phones producers are price sensitive and cannot afford to buy expensive mobile phones, even if the advantages of these types of phones interest them.

Another important factor that affects the purchase decision of customers is represented by the properties provided by the various types of mobile phones on the market. Given the fact that there are numerous types of mobile phones provided by producers, customers have a great variety of mobile phone models to choose from in accordance with their needs and preferences regarding the mobile phones they intend to purchase.

The salesmen have the biggest influence on customers' purchase decision.

In Thailand, consumer behavior regarding mobile phones is not much different than in the case of other countries. The most important factors that influence the purchase decision of mobile phones in Thailand are: product quality, brand image, service, price, and promotion (ECIS, 2009).

2.7. Brand Strategy

Same as in the case of other products, companies with established brands and images are preferred by consumers in the mobile phones industry. This is because these established brands have proven the quality of their products, and heir advantages and disadvantages are well-known for the public. Also, these companies benefit from a strong position on the market that allows them to invest in research and development in order to improve the products and services provided to their customers.

The most important mobile phones brands include: Nokia, Samsung, Siemens, Alcatel, LG, and others.

The elements of these companies' brands' images are: the logo of the company, the color scheme, the overall look, and the printed materials (Coss, 2009). The logo must symbolize the company. These companies' logos are simple, easy to recognize, and easy to use in different marketing channels. The color scheme is different for each company, given the fact that it must reflect the message that the company intends to send, and it must be selected in accordance with the strategy of the company.

The overall look of the company must also reflect the strategy of the company and must address the customer segments that the company intends to target. The printed materials of the company must be in accordance with the website of the company in case.

3. Methodology

3.1. Secondary Data

The objectives of this research study can be reached by using secondary and primary sources of information. This is because both types of sources of information present a series of advantages and disadvantages that must be taken into consideration by the researcher. This way, it is ensured that the results and findings of the research project satisfy the readers.

Secondary sources of information refer to newspaper articles, specialized magazines, previous research studies made by marketing companies in the field, books, articles, databases, websites.

The advantages of using secondary sources of information must be taken into consideration in addressing the research problem in case. These secondary sources present a higher degree of availability. They can be easily accessed by anyone who has the minimum resources required for this activity. The sources of information that can be accessed through the internet represent the easiest way in collecting information n the subject in case.

The newspapers and magazines that cannot be accessed through the Internet can be provided by other sources of information that the researcher can rely on.

In addition to this, using secondary sources of information is an activity that has reduced costs in comparison with other types of sources. This helps the researcher access important data with little or no fees at all.

However, secondary sources of information present a series of disadvantages also. For example, the accuracy of information collected from these sources is quote reduced. This means that the findings of the study can be affected by this factor.

In the case of Thai consumers' behavior regarding mobile phones, there are numerous articles on the Internet that address the topics referred to by the objectives of the research proposal. The Internet also provides a series of studies conducted by other researchers or marketing companies that offer useful information.

3.2. Primary Data

In order to provide significant results regarding this research project, it is required to use primary data also. This information can collected directed from the source. In this case, the source is represented by the Thai consumers that purchase mobile phones.

The research study will take the form of a questionnaire that will be administered through e-mail to Thai consumers. The questionnaire will be consisted of a series of questions that pintend to find out what is the budget that c0nsumers are willing top spend when purchasing a mobile phone, what are the features that most interest them in their mobile phones, whether they have a preferred brand of mobile phones producers, who influences their purchasing decision, and what are the most important factors that influence their purchasing decision regarding mobile phones.

4. Conclusions

The mobile phones market is rapidly changing because of technological developments in the field. The needs of consumers also change, determining producers to react to these modifications. However, there are several trends that characterize this market and that influence the buying behavior of consumers.

The price of mobile phones is a factor of great influence when it comes to the purchase decision regarding mobile phones. Customers that are price sensitive focus on mobile phones that do not provide a wide range of activities, but are able to support the communications functions of these products.

Other customers are interested in all sorts of features provided by mobile phone manufacturers. The price of these products varies in accordance with these features. Customers in developing countries behave differently from those in developed countries, focusing on aspects like price when selecting the mobile phones that they intend to purchase.

5. Ethics

The information that will be collected for this research project does not assume that ethical and moral values are affected. The primary information will be collected through a questionnaire that the respondents will be informed on and will be requested permission. The secondary information will be collected through sources that are available to the public.

Research ethics is an important subject that must be taken into consideration by all researchers, no matter the type of research it refers to. The ethical direction that the research project must address is based on fundamental ethical principles that represent general topics. Furthermore, the ethical structure is developed from these general lines in accordance with the subject of each research project.

The ethical issues regarding the methodology and design of the research refer to human experiments, animal experiments, scientific misconduct, fraud, plagiarism, and others (Elliott, 1997).

One of the most important aspects that refer to research ethics is represented by trust. This is because the results of research studies must be trusted by peers and by the public. Researchers must make proof of them being worthy of the trust of their colleagues and of the society (Resnik, 2010). The results and findings of research studies influence a series of important areas. Laws are being made or attacked based on the results of such studies.

The application of several rules and regulations relies on the research regarding the effects of these regulations on the targeted audience. Therefore, the results of such research studies must be trusted by the parties they refer to. It is necessary that these results are unbiased and that researchers do not involve their personal opinion in the study in case, so that they do not influence the results of the research study.

In addition to this, the researchers conducting the study must ensure that the individuals involved in the research project are well aware of the scope and methodology of the research, and that they give their permission for being involved in the study. Their rights, privacy, and confidentiality must be protected by the researchers. Also, the information collected by the researchers must not be used in manners that the respondents have not agreed to or are unaware of.

Reference list:

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3. Petrou, a. (2010). Global Mobile Phone Market Does Well in Q2. Tech Eye. Retrieved November 8, 2010 from http://www.techeye.net/mobile/global-mobile-phone-market-does-well-in-q2.

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14. Resnik, D. (2010). What is Ethics in Research and Why Is it Important. NIEHS. Retrieved November 11, 2010 from http://www.niehs.nih.gov/research/resources/bioethics/whatis.cfm.