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

Nelson Whipple, Tom Adler and Leslie Rimmer

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,...

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