Mobile Phone Buyer Behavior in Bulgaria

Abstract

The purpose of this dissertation is to analyze buyer’s behavior regarding the purchase of new mobile phone in Bulgaria. The examination of buyer’s behavior is essential task for the managers of all companies, but this is not an easy task at all. The dissertation is made from the perspective of a person managing a chain of retail stores for selling mobile phones in Bulgaria. From the other hand mobile phone market is one of the fast growing market segments where the technology is changing very fast together with consumers buying behavior. These ones again proves how important is to understand and examine the buyer’s behavior continuously. In order to understand the factors which influence buyer’s behavior this study has focused into two research samples: 1. Potential buyers. 2. Sellers.

This dissertation has six main chapters and follows: Introduction This chapter introduces the main purpose of this dissertation. In the introduction the author clearly points out research objectives and research questions. Literature Review This chapter is focused on the theoretical concepts. The chapter covers vast amount of academic books, journals and results of previous research in India having ‘Buyer behavior’ as a topic. All present information in this chapter was critically analyzed. Methodology 2 The purpose of the methodology chapter is to accomplish the primary and secondary research. In this chapter the pragmatism approach was used in a combination with the deductive approach. The main hypothesis is also presented in the chapter and all techniques which were used for data gathering and analyzing are also clarified. Research Findings The chapter findings show the results from the primary research made on a sample of more than 800 questionnaires. The chapter includes finding which are directly related to the research question and objectives. The findings in the primary research support or decline some of the findings in the secondary research. This chapter uses graphical methods to present and illustrate in best way the available results. Analysis This chapter gives a complex explanation of both primary and secondary research results. The primary findings were used as a milestone in order to explain the mobile phone buyer’s behavior in Bulgaria. This chapter links the findings from primary and secondary research and supports or declines the main hypothesis. Last but not least the chapter provides a proved argument for and against the research questions and objectives of dissertation. Conclusion and Recommendations This chapter refers back to the research objective of the dissertation and also gives answers to the research questions. In addition this chapter gives a future recommendation of possible actions, efforts and research which can be made on the topic.