Management Development Institute of Singapore

Contents

Chapter 1: Introduction 3

1 Background of the research 3

2 Objectives, research questions and research hypotheses 4

3 Scope 4

Chapter 2: Literature review 5

1 Smart phone consumer behaviour 5

1.1 Definition 5

1.2 Classification of main brands 6

1.3 Review for smart phone market 7

2 Factor affecting on consumer behaviour of smart phone 9

2.1 Cultural factors 9

2.2 Social factors 11

2.3 Personal factors 12

2.4 Psychological factors 13

Chapter 3: Conclusion 15

References 16

Chapter 1: Introduction

Topic: "Factors of consumer behaviour of smart phone in Singapore"

1 Background of the research

Nowadays, smart phone is regarded as one of advanced technologies and very popular around the world. In Singapore, smart phones also plays important role in Singaporean live. They become not only useful and convenient tools for personal communication, but also an advanced method for entertainments, images. Therefore, study about consumer behaviour of smart phone helps firm or organization improve their strategies by understanding issues of factors affecting on smart phone consumer behaviour, such as:

a. Psychologies about how Singaporean customers view and choose brands, product, images between different alternatives.

b. The level of factors from environment affecting Singaporean consumer's decisions (namely: culture, background, advertisement and so on)

c. How marketing campaigns have effect on factors of smart phone consumer behaviour of Singaporean

Basing on the factors determined for consumer behaviours of smart phone in Singapore, marketer can have over view about the market as well as coming up with main applications in attracting consumers for the firms or organizations:

* Giving effective strategies: through accessing factors as well as relations between the factors, firms or organizations can learn how to affect factors of consumer behaviour of smart phone in Singapore. Then, they bring out production as well as marketing plan in attracting customer

* Besides main products, firm or organization