Consumers’ Perception of Choice Criteria for Touch Mobile Phone Selection and Market Segmentation by Perceptions

Abstract

The aims of this research are to investigate consumers’ perception of choice criteria for touch Mobile phone selection and to determine market segments. A questionnaire was used as an instrument to collect data from a sample of 400 at Bangkok. Analytical statistics used in this study is exploratory factor analysis with principle component and varimax rotation, and K-Mean Cluster Analysis. The result shows that consumers’ perception of choice criteria for touch phone selection consists of seven factors: Distributor, Product Performance, Terms of Payment, Salesperson, Price and Sales Promotion, Design and Reputation, and Communication. Then, K-Mean Cluster Analysis was employed and shows that consumers can be classified into five segments; Involvement-based Segment, Value-based Segment, Product Efficiency-based Segment, Information-based Segment, and Price-based Segment