This research project delves into customer perception regarding the purchase of new mobile phones, with a specific focus on the Samsung brand. The study begins with an introduction that outlines the project's specifications, including the research title, aim, objectives, and questions. It explores the rationale of the study, resource implications, and a comprehensive literature review covering customer perception, recent mobile phone developments, and factors influencing customer choices. The research methodology section details the research philosophies, approach, and techniques employed, including interpretivism and a deductive approach. The report examines the concept of customer perception and choice, recent mobile phone developments, and factors influencing customer perception, such as age, occupation, income, brand, durability, and features. The study aims to analyze customer perception towards the purchase of new mobile phones and determine strategies to influence customer decisions. The project also addresses the importance of research methodology in addressing the research issue and concludes with recommendations and future areas of study.
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