1. The Factors Related to MCU Students to Purchase a Cell Phone
Lin, Ya-Ying 林雅瑩 Tina
Chen, Chun-Yi 陳君儀 Emily
Wang, Chueh-Ya 王玨雅 Ruby
Wang, Wei-Hsuan 王維萱 Vicky
Advisor: Chen, Hsiang-Yi (Ashley)
Department of Applied English (International Business)
Ming-Chuan University, April 10, 2010

2. Presentation Outline Data Analysis and Results 1 Literature Review
Conclusions
and
Recommend-ations
Data Analysis and Results
Methodology
Literature Review
Introduction 1

3. Introduction: Background
Internationalization and liberalization of global telecommunication had effects on the telecommunications service market in Taiwan.
National Communications Commission (NCC):
The popularizing rate of cell phone was
105.9% in Taiwan in the fourth quarter of 2007.
王政涵 (2006): Every college student had bought
2.43 cell phones averagely. 2

4. Background (cont.) A survey from National Cheng Chi University(2009)
stated that while selecting cell phones, college
students mainly focused on the function. In all
functions, college students preferred camera,
MP3, and game. 3

5. The Purpose of the Study
1. To understand and find the factors related to the motivation of college students to purchase a cell phone. 2. To understand college students’ perception of a cell 3. To explore the different considerations for female mobile users and male mobile users while purchasing a cell phone. 4. To analyze college students’ preference of a cell phone. 4

6. Significance of the Study
Those results in this study are for references for mobile marketers to understand the most related factors of cell phone among college students while making decision.
It provided relative data and findings to support
follow-up researchers who also conduct the similar topic of this research.
It also showed that important information for customers who want to purchase a cell phone. 5

7. Research Questions
Q1. Which brand is the first choice while MCU students
purchase cell phones?
Q2. What range of cell phone price is acceptable for
MCU students?
Q3. What is the most important function of a cell phone
considered by MCU students?
Q4. Do female students’ considerations differ from
male students’ when purchasing a cell phone? 6

8. Presentation Outline Literature Review Data Analysis and Results 7
Conclusions
and
Recommend-ations
Data Analysis and Results
Methodology
Introduction
Literature Review 7

9. Literature Review Consumer Behavior Definition:
The process of consumption was the significant activity that people participated every day (Blackwell, Miniard,& Engel, 2007).
Consumer behavior could help marketers to maximum the value creation and value delivery
(林欽榮, 2002).

10. Literature Review (cont.)
The Purchasing Patterns Among Young People
With the economical progress in Taiwan, the
ability of spending was ascending among young
people. The market in young people and their
influences were more noticeable
(Young Vocational Training Center, 1997). 9

11. Literature Review (cont.)
The Consumption of a Cell Phone on
College Campuses
College students had purchased 2.43 cell phones
averagely since they had their first cell phones
(王政涵, 2006). 10

12. Literature Review (cont.)
Consumer Decision Process
Definition:
Consumer decision process (CDP) model showed the steps how consumers made decisions for obtaining products and services.
1. Need Recognition
2. Information Search
3. Pre-purchase Evaluation of Alternatives
4. Purchase Decision Making Process
5. Post-Purchase Behavior
(Blackwell, 2006; Karjaluoto et al., 2005) 11

13. Literature Review (cont.)
Consumer Decision Process
1. Need Recognition
Consumer motivation was a drive that led
consumer to satisfy needs (Assael,1998).
2. Information Research
Information search was the important step for
consumers to acquire relevant information which
could focus on certain products and meet
customers’ needs (Butler & Peppard,1998). 12

14. Literature Review (cont.)
Consumer Decision Process
3. Pre-purchase Evaluation of Alternatives
Consumers’ conditions of purchasing did not use
one way to evaluate but several kinds of decision
making process of evaluating (Kotler& Keller, 2006).
4. Purchase Decision Making Process
The behavior of evaluation would influence the
attitudes of consumers to a particular product
(Herr, Kardes,& Kim,1991). 13

15. Literature Review (cont.)
Consumer Decision Process
5. Post-Purchase Behavior
Post-purchase behavior was a series of steps
that consumers compared their own expectations
to their satisfaction or dissatisfaction, and took
some actions afterwards (Gilly& Gelb, 1982). 14

16. Presentation Outline Methodology Literature Review
Data Analysis and Results
Conclusions
and
Recommend-ations
Methodology
Literature Review
Introduction 15

17. Data Collection Procedure
Methodology:
Data Collection Procedure
Problems Finding
Relative Information Searching
Questionnaires Design
Questionnaires Distribution
Data Collection
Data Analysis 16

18. Instrument Methodology: SPSS EXCEL 2003 Questionnaire
Revised mainly from 消費者對選購手機的行為分析 by 楊喻雯、蔡佳恩、蘇愛琦、陳艷芬.
Divided into three main parts:
Personal information.
Personal experience of using a cell phone.
Factors influencing purchasing a cell phone.
Distributed to college students at library, first and second restaurants on MCU Tao Yuan campus.
Convenient sampling technique. 17

19. Methodology: Research Design
There were two major research methods in this study:
Questionnaire research
Modified the questionnaires based on the well- designed ones.
Literature research
Books, essays, newspapers, and websites were referenced in this study. 18

20. Methodology: Population & Samples
The total sample was 300 college students in MCU participating in this study. 49 out of the 300 responses received from the MCU students were invalid; the total valid response rate was 83.6% (n=251).
Males accounted for 31.5% of the population with 79 participants.
Females accounted for 68.5% of the population with 172 participants. 19

21. Presentation Outline Literature Review Data Analysis and Results
Conclusions
and
Recommend-ations
Methodology
Introduction
Literature Review 20

22. Research Question 1
Which brand is the first choice while MCU students purchase cell phones? 21

23. What range of cell phone price is acceptable for MCU students?
Research Question 2
What range of cell phone price is acceptable for MCU students? 22

24. Research Question 3
What is the most important function of a cell phone considered by MCU students?
Functions
Frequency
Rank
Digital camera
192 1
MP3 player
or radio
188 2
Bluetooth
162 3
Dictionary
151 4
Slight size
150 5
Enlarge the
memory
141 6
Photo
phonebook
103 7
Streaming radio 84 8
Functions
Frequency
Rank
Multimedia
service 84 9
GPS 61 10
Internet 60 11
Handwriting
Recognition 45 12
PDA 43 13
Change
the box 37 14
Flash 35 15
Others 5 16
Total
1541 23
(Multiple Choices)

25. Research Question 4
Do female students’ considerations differ from male students’ when purchasing a cell phone? 24

26. Presentation Outline Literature Review Conclusions and
Recommend-ations
Data Analysis and Results
Methodology
Introduction
Literature Review 25

27. Conclusions
According to this study, it showed that brand was the main consideration while MCU students purchase cell phones. There was no difference between male and female mobile users.
Sony Ericsson was the first choice for most of MCU students.
NT$3,001~NT$5,000 was the most acceptable range of cell phone price for MCU students on Taoyuan Campus when they had to purchase cell phones. 26

28. Conclusions (cont.)
Based on the result, it indicated that digital camera
was the most important and necessary function of
cell phone for most of MCU students on Taoyuan
campus.
→ It was consistent with a survey from National Cheng
Chi University(2009) stated that while selecting cell
phones, college students mainly focused on the
function. In all functions, college students preferred
camera and MP3. 27

29. Suggestions of the Study
For mobile marketers
1. In the target market of college student, they
could revise the marketing strategies and design
cell phones which fit their expectations.
2. To develop innovative products and provide more
multiple functions to attract different customer groups in mobile markets. 28

30. Suggestions of the Study (cont.)
For follow-up researchers
1. To focus on other factors (such as different research
methods, research variables and research range, etc.)
related to college students to purchase a cell phone.
2. To expand the range of research product to pursue
widespread results.
3. To research other participants (such as businessmen,
housewives, or other groups). 29

31. Thanks for your listening30

32. Q & A 31