Factors affecting consumer choice of mobile phones: two studies from Finland

Mobile phone markets are one of the most turbulent market environments today due to increased competition and change. Thus, it is of growing concern to look at consumer buying decision process and cast light on the factors that finally determine consumer choices between different mobile phone brands. On this basis, this article deals with consumers' choice criteria in mobile phone markets by studying factors that influence intention to acquire new mobile phones on one hand and factors that influence mobile phone change on the other. With the use of a series of focus group interviews (Study 1) with 79 graduate students followed by a survey (Study 2) of 196 respondents, it was found that although the choice of a mobile phone is a subjective choice situation, there are some general factors that seem to guide the choices. The two studies show that while technical problems are the basic reason to change mobile phone among students; price, brand, interface, and properties are the most influential factors affecting the actual choice between brands.