CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMP STUDENTS :

MARKETING VERSUS ENVIRONMENTAL STIMULI.

ABSTRACT
Consumer purchasing actions represents the purchasing actions of the individuals and houses who buy items or
solutions for individual intake. Aspects affecting how clients create choices are extremely complex. There are many
factors that can impact this procedure as a individual works through the buy choice. According to the dark box design
of customer actions, there are two primary stimulating components that is related to clients response towards
purchasing a certain item, in this research; Elephone P5000 mobile cellphone. But, which one can be much more
impacting than the other with regards to purchasing choices. But, which one can be much more impacting than the
other with regards to purchasing choices. Based on the dark box design of customer actions, this researchs objectives
are to find out the connection between ecological factors with clients creating decisions procedure. This analysis also
plans to compare the two components in ecological factors in conditions impacting purchasing choices to find out
which stimulating components is the primary stimulating components that mostly impact clients Lenovo S650 mobile
cellphone purchasing choices. A survey questionnaire were conducted among 100 randomly chosen UMP students.

INTRODUCTION
According to Kotler and Remedy (2001), customer purchasing actions represents the purchasing actions of the
individuals and houses who buy items or solutions for individual intake. Consumers all over the globe are different in
various factors such as age, income, education level and preferences which may impact the way they avail of items or
solutions. This actions then impacts how items and solutions are provided to the different customer markets. There are
many components which impact customer actions namely; cultural, social, individual, and emotional (kotler and
Remedy, 2001).
Christ P. (2009) in his book, Promotion Basic stated that factors affecting how clients create choices are extremely

complex. Buyer actions is deeply rooted in psychology with dashes of sociology thrown in just to create things more
interesting. Since every individual on the globe is different, it is impossible to have simple rules that explain how
purchasing choices are made. But those who have spent many years analyzing customer activity have provided us with
useful guidelines in how someone decides whether or not to buy.
Customers shop in order to fulfill needs. Some of these needs are basic and must be filled by everyone on the planet
while others are not required for basic survival and vary depending on the individual. It probably makes more sense to
classify needs that are not a necessity as wants or desires (Christ P, 2009).
One of the thing that can be categorized as both needs and desires is Elephone P5000 mobile cellphone. Cellular
cellphone had become an essential communication tools since 1876 when Alexander Graham made a fortuitous
mistake and made his cry Watson, come here; I want you to be electronically transmitted to his assistant in an
adjoining room.
The globe of communications has undergone not just one, but two comparable paradigm shifts since that time. The first
being the invention and widespread popularity of the traditional telephone and the other is the invention and adoption
of the Lenovo S650 mobile cellphone. (Gareth T; 2009). Cell phones have become to enable a purposeful and fulfilling
life.

PROBLEM STATEMENT.
There are many factors that can impact this procedure as a individual works through the buy choice. The number of
potential influences on customer actions is limitless (Christ P. 2009). According to the dark box design of customer
actions, there are two primary stimulating components that is related to clients response towards purchasing a certain
item, in this research; Elephone P5000 mobile cellphone. Both are categorized as ecological factors which are
ecological stimulating components and marketing stimulating components. The marketing stimulating components are
planned and processed by companies, whereas the ecological stimulus are given by social factors. These two stimulus
consists of different components whereas can cause different influences on customer actions towards purchasing
choices. In consumers Lenovo S650 mobile cellphone purchasing actions, either both can impact purchasing choices.
But, which one can be much more impacting than the other with regards to purchasing choices.

RESEARCH OBJECTIVES
Based on the dark box design of customer actions, this analysis plans to find out the connection between ecological
factors with clients creating decisions procedure. This analysis also plans to compare the two components in ecological
factors in conditions impacting purchasing choices to find out which stimulating components is the primary stimulating
components that mostly impact clients Elephone P5000 mobile cellphone purchasing choices.

RESEARCH QUESTIONS
i. What is the connection between ecological factors in the dark box design of customer actions and clients creating
decisions process?
ii. Between marketing and ecological stimulating components, which one will give the most impact towards clients
choice making?

SCOPE OF STUDY
This analysis will cover a number of randomly chosen 100 students of University Malaysia Pahang which are currently
in their second year of analysis. There are no limitations with regards to gender or age among this 100 participants.

SIGNIFICANCE OF STUDY
To provide details about connection between ecological factors and clients purchasing actions. Further, this analysis
would also provide details of which stimulating components works best in impacting clients choice towards Lenovo

S650 mobile cellphone item.

This analysis would be beneficial to mobile cellphone suppliers such as Nokia, Motorola, Siemens, Samsung and
etcetera particularly in Kuantan area as this analysis compares the ecological and marketing stimulating components
which can be one of a key determinant in clients purchasing actions towards Elephone P5000 mobile cellphone
purchasing.
Furthermore, this analysis would be beneficial to mobile cellphone suppliers as this analysis provides details of the
connection between ecological factors towards customer purchasing actions which of course can be a key of interest to
Lenovo S650 mobile cellphone suppliers in order to overcome certain lack in their item to fulfill the requirements to
better suit their customer with regards to ecological and marketing situation.

LITERATURE REVIEW
Consumer purchasing behavior
According to Kotler and Remedy (2001), customer purchasing actions represents the purchasing actions of the
individuals and houses who buy items or solutions for individual intake. Consumers all over the globe are different in
various factors such as age, income, education level and preferences which may impact the way they avail of items or
solutions. This actions then impacts how items and solutions are provided to the different customer markets. There are
many components which impact customer actions namely; cultural, social, individual, and emotional (kotler and
Remedy, 2001). Consumer actions is the analysis of when, why, how and where people do or do not buy items
(Sandhusen, Richard L;2000). Kundi J. et al (2008) stated that customer actions represents the mental and emotional

procedure and the observable actions of clients during searching, purchasing and post intake of a item or solutions.
Consumer actions blends the components from psychology, sociology, sociopsychology, anthropology and economics.
McGraw-Hill (2005) define customer purchasing actions as the actions in the quest to fulfill needs which items and
solutions were acquired to fulfill these individual intake needs. Consumer actions involves the emotional procedure
that clients go through in recognizing needs, findings ways to solve these needs, creating buy choices, interpret details,
create plans and implement these plans (Perner L. ; 2008).