CONSUMER BEHAVIOR

✓ What made you think you should buy a new phone now?
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✓ Is it your first purchase from this company? If not, what was the
previous mobile’s model? If yes, which mobile you had previously?
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✓ Were there any alternatives for you or this was the only option?
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✓ What were the basis of deciding which phone to buy?

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✓ What was the duration between your decision of purchase and actual
purchase?
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✓ Why was this gap in between? Financial pressure, family pressure or

any other factor?
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✓ What were the basis of choice? list some of the features that are unique
in this mobile.
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✓ How did you pay for it? Cash or through Debit/Credit Card?
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 Marketing Mix
❖ Product

1. Tell briefly about the product features that attracted you to purchase this
phone.
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2. What is the best feature of this phone?

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❖ Price

3. Was this price affordable for you? Or did you seek help from family
members or friends?
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4. Is the price justified with the product quality and features?

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❖ Promotion

5. From where you got to know that this phone is in market, or launching soon?
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6. Did you watch any ads about this phone?

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 7. What were those ads about? Its features, about the status of the customers, or
anything else?
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8. Did the promotion by company really attracted you, or you had already
decided even before watching those ads?
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❖ Distribution

9. Did it come to your mind, where to buy this phone? Yourself or through
some relative living abroad?
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10. Its an international brand, was it available in Pakistan easily?

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11. Where the dealer’s outlets are located?

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12. From where you bought it? Why?

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 Sociocultural Environment
❖ Family

13. Was your family supportive of this decision, for buying an expensive phone?
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14. Are you the only one in family who has an expensive phone? If not, how
many family members have same price range phone?
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❖ Reference groups

15. Did you buy this phone, because you saw someone using it? Any celebrity?
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16. Was that in ads or that person actually had this phone?
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17. IS mobile phone only the commodity that you purchased due to that
celebrity, or there others too?
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 ❖ Social Class

18. Which social class you think you belong to?

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19. Was it your necessity to keep an expensive phone to maintain your social
class?
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20. IS only this phone, a status symbol in your society? If any other mobile
(also), Name it?
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❖ Culture and subculture

21. Is it ethical to keep mobile phone according to culture of your society?

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22. Did any of the cultural aspect come into your mind when you decided to
purchase this phone?
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 Psychological Field
❖ Motivation

23. What motivated you to buy it?

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24. Is there any such function of this cell that any other phone does not have and
it motivated you to buy it?
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25. DO you think it is a rational decision or you decided under pressure of

emotional motives (fear, pride, class etc.)?
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❖ Perception

26. What is your perception about this phone?

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27. Did those perception match with your expectations?

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 ❖ Learning

28. How did you learn about the use of mobile phone and deciding which to
purchase?
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29. Is it permanent in your mind that you will buy phone from this company
only?
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❖ Personality

30. Does this mobile match with your personality?

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31. Why do you think so?

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Macro-factors
❖ Political

32. What was the tax rate when you bought this phone? Was it a consideration
for you?
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 ❖ Economic

33. The prices of phones decrease very soon, how much this factor affected your
decision?
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34. For how much you think you can sale this phone in market now? Are you
fine with its current market value?
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❖ Technological

35. Was your previous mobile incompetent to fulfill your demand for
technological needs?
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36. How much this phone is technologically different from the previous phone
you had or any other phone available in market?
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37. What if some innovative technological change comes in market tomorrow,

will you go to buy a phone that adopts that change?
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 Post purchase behavior

a) Have you ever visited customer service center? Why or why not?
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b) If there is no customer service center, did not this aspect affect your
decision?
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c) Did any issue make you think that this was not a good choice?
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d) Do you plan to buy again from the same company in future?

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e) Can you say yourself you are a loyal customer of this company?
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