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Submitted By yumshah91
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International Review of Social Sciences and Humanities
Vol. 2, No. 2 (2012), pp. 203-212 www.irssh.com ISSN 2248-9010 (Online), ISSN 2250-0715 (Print)

Consumer Choice Criteria in Mobile Phone Selection: An
Investigation of Malaysian University Students
Safiek Mokhlis
(Corresponding author)
Faculty of Management and Economics, Universiti Malaysia Terengganu
21030 Kuala Terengganu, Malaysia e-mail: safiek@umt.edu.my
Azizul Yadi Yaakop
Faculty of Management and Economics, Universiti Malaysia Terengganu
21030 Kuala Terengganu, Malaysia e-mail: azizul_yadi@umt.edu.my
(Received: 9-11-11/ Accepted: 30-11-11)
Abstract
The widespread use of mobile phones, the various information access means that it provided to its users, and the vast presence and significant impact of mobile phone on users’ daily life make mobile phones important devices to study. This paper focuses on studying the importance of different choice criteria in mobile phone selection among Malaysian consumers. A quantitative study drawing data from 376 university students was employed. The collected data were analyzed using SPSS.
Descriptive statistics, factor analysis, and Friedman test have been employed in the study. The principal components factor analysis resulted in seven independent dimensions: (1) innovative features, (2) image, (3) price, (4) personal recommendation, (5) durability and portable aspects, (6) media influence, and (7) post-sales service. The top three most important factors influencing consumer choice of mobile phones are: innovative features, recommendation and price. Several managerial implications are drawn from the results and future research suggestions are provided.
Keywords: Mobile phone, Choice criteria, Malaysia.

1. Introduction
The development of mobile communication technology (e.g. wireless Internet, the mobile phone,
MP3 player, GPS navigation system) has been a long journey

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