The study by Yvonne Yam aims to explore how the mobile phone presents itself at the heart of consumption identity as it moves from a communications utility to a lifestyle tool. The core theoretical focus is on consumer decision-making and motivation, particularly identity formation in relation to mobile phone consumption in the context of everyday life. The final aim of the research is to study the impact of micro- and macro-environmental factors on consumer behavior and marketing strategies.
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The influence of macro and micro-environmental factors on the consumption of mobile phones and marketing strategies (251 pages Thesis)