Consumer Response to High Technology Mobile Phones in Emerging Markets

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Author(s): Ernesto Fierros (Monterrey Institute of Technology and Higher Education ITESM, Mexico)and Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
Copyright: 2009
Pages: 31
Source title: Information Communication Technologies and Globalization of Retailing Applications
Source Author(s)/Editor(s): Dr. Rajagopal (Monterrey Institute of Technology and Higher Education, ITESM, Mexico)
DOI: 10.4018/978-1-60566-248-0.ch011

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

The principal objective of the study is to identify the primary variables that can make an impact on the buying decision for a mobile phone. The focus of this study is to suggest developing a high performing customer-centric marketing plan to guide the mobile telecommunication companies to gain competitive advantage in the market.

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Consumer Response to High Technology Mobile Phones in Emerging Markets

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