Consumer Behaviour Towards Mobile Phone Service Providers

Running head: CONSUMER BEHAVIOUR TOWARDS MOBILE PHONE SERVICE
PROVIDERS
Consumer behavior towards Australian mobile phone service providers
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1CONSUMER BEHAVIOUR TOWARDS MOBILE PHONE SERVICE PROVIDERS
Table of Contents
1. Introduction......................................................................................................................2
2. Social factors and impact on consumer decision making................................................2
3. Impact of environmental factors on consumer decision making.....................................5
4. Recommendations............................................................................................................7
5. Conclusion.....................................................................................................................10
References..........................................................................................................................11
Bibliography......................................................................................................................13

2CONSUMER BEHAVIOUR TOWARDS MOBILE PHONE SERVICE PROVIDERS
1. Introduction
Consumer preferences play a major role in maintaining the efficacy of the operations that
are undertaken by the organizations. The different elements of consumer behavior are based on
the identification of the needs of the same and the change in the preferences that drives the
consumers to make a buy of the products. The report will be examining the different social and
environmental impacts on the decision making process of the consumers. The report will also
evaluate the manner in which the Vodafone might bring forth changes in the propositions for
adhering to the changing needs of the customers.
2. Social factors and impact on consumer decision making
The social factors play an important role in influencing the consumers to make a buy of
the products or the services. The key changes that might be undertaken by the Vodafone are
based on the evaluation of the needs of the consumers. The decision making capabilities of the
consumers are mainly supported through the recommendations and the references that are made
by the relatives and the associates. On the other hand, the role of the individual consumers in the
society and the social status of the same helps in understanding the potentiality of the consumers.
The Motivation needs theory by Abraham Maslow reflected on the identification of the
needs of the customers on the five part priority system. The identification of the needs of the
people relating to survival, safety, love, esteem, and self-actualization helps the enterprises in
maintaining the efficacy of the operations (Angell & Kraemer, 2014). On the other hand, the
reasoned theory evaluates customer's behavior relating to their intention of creating a particular
outcome. The organizational understanding of the rational decision making capabilities of the

3CONSUMER BEHAVIOUR TOWARDS MOBILE PHONE SERVICE PROVIDERS
consumers helps the same in planning the operations (Emtiyaz & Keyvanpour, 2012). The
identification of the buyer’s intention and the manner in which the product offerings of the
organization appeals to the interest of the customers helps the businesses in maintaining the
efficacy of the operations that are undertaken by the same.
The Vodafone is facing different issues relating to the switching loyalty of the customers.
The family background, cultures and mindset of the people helps in understanding the behavior
of the customers towards the buying intention. (Huang & Van Mieghem, 2013) On the other
hand, the referrals from the associates of the consumers help in enhancing the buying intent of
the consumers. A research by Australian Communication Media Authority’s (ACMA) found that
17% of the consumers switched their preferences to another network provider in the nation, as
the friends and associates of the consumers relied on the different network channels (Naeem et
al., 2015). On the other hand, the report also portrayed that 22% of the respondents agreed to the
fact that they switched to other service providers as the mobile phone was utilized more than
anticipated (Thirumalai & Ahdout, 2012). Identifying the changes in the buying intent of the
consumers has helped the network providers in Australia in maintaining the efficacy of the
business operations. On the other hand, the identification of the changing social role of the
customers has helped the businesses in maintaining the efficacy of the product and service-
designing phase that are undertaken by the same. Boudali and Economou (2013) stated that the
humans being social animals are influenced b the roles that are played by the same in the social
structure. On the other hand, Moon, Park and Kim (2015) stated that the changes in the social
structure and the role play models of the customers greatly influences their buying intent. The
social structure and the employability of the customers in the different economies help in
identifying their potentials of affording the range of products or services that are offered by the