Beyond form and features. Does brand play a significant role in consumer selection of handsets

In today’s fast changing mobile handset market, do consumers pay attention to brand? How easily will consumers give up their current handsets to adopt newer models? The authors analyze consumer preference data to uncover how brand impacts consumer selection of handsets in today’s market and the significance of consumer inertia in the decision to purchase a new mobile handset.

Beyond Form and Features

Does brand play a significant role in consumer selection of handsets?

Nelson WhippleResource Systems Group, Inc., United States

Tom AdlerResource Systems Group, Inc., United States

Leslie RimmerMarket Research, Resource Systems Group, Inc., United States

INTRODUCTION

The mobile handset market has rapidly moved toward devices that serve needs other than simple voice communication. These needs include other communications functions such as text/multimedia messaging, email and internet access. They also include imaging (still camera, video), music, and games, serving as a potential substitute for other separate digital devices.

These new features are unquestionably important drivers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands