The Study of Consumer Switching Behavior for Mobile Phone in Taiwan

• Main Authors: Hui-Yu Chuang, 莊慧玉
• Other Authors: 李月華
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/45143693436362347837

碩士 === 淡江大學 === 企業管理學系碩士班 === 93 === According to publicized information of Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C. in February 2005, the Taiwan per Capita GNP for year 2004 is 14,032 USD. With such level of per Capital GNP, Taiwan has become a very important consumer market in the world. Amongst most of the consumers’ goods, mobile phone is one of the most competitive goods in the Taiwan market, with over 30 brands in the market. On the street, you can see a lot of mobile phone shops and all kinds of advertisements on particular mobile phone brand or model, which has caused severe competition in Taiwan mobile phone market. As a result, consumers’ tastes are also increasingly unpredictable. With market globalization, consumers face domestic and international products are constantly evaluating their purchasing decisions. One of the most important factor which affect consumers in deciding to replace existing mobile phone is how they view the product features and brand of a particular handset. The most well-known brands amongst Taiwan mobile phone market includes domestic brands like BENQ, DBTEL and OKWAP, U.S. and European brands like Nokia, Motorola and Sony-Ericsson, and Japanese and Korean brands like Panasonic, Samsung and Innostream. There are over 30 brands with more than 200 models in the market. Due to severe competition and constant changing of consumer tastes, the marketing strategy not only evolves around product related features like price, look, basic functions, and additional functions, but also non-product related features like brand awareness, image of product origin countries, whether the product is the newest model, free gift attached, benefits that can be attained with bundling, image of product spokesperson and advertisement, and other factors. This research paper aims at investigating current Taiwan mobile phone market condition and consumer behavior on replacing handsets. Apart from analyzing the result of a questionnaire to mobile phone consumers, focus is also placed on finding out the brand image of D company in the market. The finding result can be used as a consumer behavior analysis to D company, and can thus assist D company in strategy planning. This research paper not only focuses on the result of the finding, but also provides mobile phone companies practical managerial suggestions and future development directions.