Leading factors affecting buying decision making in a mobile business market
Kemppi, Ville (2016)
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This thesis is commissioned by the regional sales manager of company X, where I’m currently working as a salesman. Company X is currently working in the telecommunications business in Finland, which currently offers their customers mobile phone connections, broadband connections and also some devices that are used with them, such devices like mobile phones, tablets and dongles. The research is going to focus on consumer behavior and the matters that are leading to the buying decision in a situation, where the consumer hasn’t decided of buying from the first contact with the sales person. The research problem is to find out, which are the factors that affect the everyday customer’s buying decision in the mobile market. The aim of the research is to have a better understanding of the customers and gain better sales results in the future. The objectives of this research are to identify the most important factors that will lead to the customer’s decision of either buying or not buying from the sales person and make recommendations for the company based on the results. Theoretical framework of this thesis first examines consumer characteristics that are divided to cultural, social, personal and psychological factors. The second part of the theoretical framework consists of consumer decision-making from the perspective of the consumer and the sales person. The research of this study was conducted using quantitative research methods and the data of the research was collected using a survey that was filled after the respondents had visited the selling stand. Results lead into more understanding of the factors that lead to the buying decision. Feedback from the respondents were mostly positive and encouraging but some of the statements showed that respondents’ expectations about the service wasn’t exceeded. Moreover these results were able to identify some problems that might affect the sales results of the stand. Lack of offering devices from the sales people and the amount of visiting regulars were found to be a problem in the selling stand. More specific selling training that involves customer mapping and devices is recommended. Furthermore sales people need to be instructed to take more advantage of supporting services.