Abstract: As per data available, mobile phone market penetration in Afghanistan has approached 90% at the end of 2013 which is quite a phenomenal growth rate, given the most difficult environment of Afghanistan in terms security issues, lack of infrastructure, chronic electricity shortage, internet access and policy initiatives of government till 2013. Recently this mobile phone market is booming due to positive developments concerning adoption of new technology by the telecom regulator, issuance of 3G license, adoption of 4G technology and issuance of Wi MAX license etc. Also, majority of population under young age category is one of the important factors leading to growth of sales of different brand of mobile phones in Kabul, Afghanistan. Because of these reasons, most of the known brand like Samsung, Apple, Huwaei, Sony, Intex etc. are focusing on this booming market. This study is undertaken to analyze different objective and subjective factors and their various combinations which are considered as important by the customer of Kabul before making a purchase decision of a particular brand of mobile phone.
Keywords: Mobile brands, Critical factors, Buying decision, Quality, Brand Endorsement, word of mouth, Kabul, Afghanistan.
Title: Factors Influencing the Choice of Mobile Phone Brands in Kabul, Afghanistan
Author: Abhishek Bajpai
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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