An empirical study on consumers' perception towards mobile brands in Saudi Arabia

The downfall of Nokia and Blackberry; the popularity of iPhone and the success of Samsung mobiles have interesting implications towards business strategy. The mobile sector works in a continuously changing environment. Function of phone like calling, emailing, GPS, playing music, scanning were almost same andsatisfying in all brands. The respondents felt the difference in terms of camera, internet surfing, after sale service and resale value.Bulk of the respondents said that they are satisfied with their phones still they want to change. If they are satisfied and still want to change their phones, this points out that there is no problem in the current brand but they want to benefit or use the advances in the new products.Finally factor analysis was conducted to identify the factors responsible for mobile phone preference.