CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMP STUDENTS : MARKETING VERSUS ENVIRONMENTAL STIMULI.

ABSTRACT Consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Factors affecting how customers make decisions are extremely complex. There are many factors that can affect this process as a person works through the purchase decision. According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. But, which one can be much more influencing than the other in terms of buying decisions. But, which one can be much more influencing than the other in terms of buying decisions. Based on the black box model of consumer behavior, this researchs objectives are to find out the relationship between environmental factors with buyers decision making process. This study also intends to compare the two elements in environmental factors in terms influencing buying decisions to find out which stimuli is the main stimuli that mostly influence consumers mobile phone buying decisions. A survey questionnaire were conducted among 100 randomly chosen UMP students.

INTRODUCTION According to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Consumers around the world are different in various factors such as age, income, education level and preferences which may affect the way they avail of goods and services. This behavior then impacts how products and services are presented to the different consumer markets. There are many components which influence consumer behavior namely; cultural, social, personal, and psychological (kotler and Armstrong, 2001). Christ P. (2009) in his book, Marketing Basic stated that factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful guidelines in how someone decides whether or not to make a purchase. Customers make purchases in order to satisfy 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 person. 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 mobile phone. Mobile phone 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 world 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 cell phone. (Gareth T; 2009). Mobile phones have become to enable a purposeful and fulfilling life.

PROBLEM STATEMENT. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless (Christ P. 2009). According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. Both are categorized as environmental factors which are environmental stimuli and marketing stimuli. The marketing stimuli are planned and processed by companies, whereas the environmental stimulus are given by social factors. These two stimulus consists of different elements whereas can cause different influences on consumer behavior towards buying decisions. In consumers mobile phone buying behavior, either both can influence buying decisions. But, which one can be much more influencing than the other in terms of buying decisions.

RESEARCH OBJECTIVES Based on the black box model of consumer behavior, this research intends to find out the relationship between environmental factors with buyers decision making process. This study also intends to compare the two elements in environmental factors in terms influencing buying decisions to find out which stimuli is the main stimuli that mostly influence consumers mobile phone buying decisions.

RESEARCH QUESTIONS i. What is the relationship between environmental factors in the black box model of consumer behavior and buyers decision making process? ii. Between marketing and environmental stimuli, which one will give the most influence towards consumers decision making?

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

SIGNIFICANCE OF STUDY To provide information about relationship between environmental factors and consumers buying behavior. Further, this study would also provide information of which stimuli works best in influencing consumers buying decision towards mobile phone product. This study would be beneficial to mobile phone providers such as Nokia, Motorola, Siemens, Samsung and etcetera particularly in Kuantan area as this study compares the environmental and marketing stimuli which can be one of a key determinant in consumers buying behavior towards mobile phone buying. Furthermore, this study would be beneficial to mobile phone providers as this study provides information of the relationship between environmental factors towards consumer buying behavior which of course can be a key of interest to mobile phone providers in order to overcome certain lack in their product to fulfill the requirements to better suit their consumer in terms of environmental and marketing situation.

LITERATURE REVIEW Consumer buying behavior According to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Consumers around the world are different in various factors such as age, income, education level and preferences which may affect the way they avail of goods and services. This behavior then impacts how products and services are presented to the different consumer markets. There are many components which influence consumer behavior namely; cultural, social, personal, and psychological (kotler and Armstrong, 2001). Consumer behavior is the study of when, why, how and where people do or do not buy products (Sandhusen, Richard L;2000). Kundi J. et al (2008) stated that consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or services. Consumer behavior blends the elements from psychology, sociology, sociopsychology, anthropology and economics. McGraw-Hill (2005) define consumer buying behavior as the behavior in the quest to satisfy needs which products and services were acquired to satisfy these personal consumption needs. Consumer behavior involves the psychological process that consumers go through in recognizing needs, findings ways to solve these needs, making purchase decisions, interpret information, make plans and implement these plans (Perner L. ; 2008).