Cell phones are just about a necessity in today's busy world. Cell phones are becoming a need rather than a luxury item as it was before. It has become an integral part of our society; it is a part of our everyday life especially as college students.

In and out of our campus, we interviewed 10 people about their subscription to their cell phone service provider. Though analysis of the interviews we found many key findings about consumer behavior towards the purchase of a service provider.

Key Findings

We already know that a consumer's belief and how they think has a large impact on their behavior in the marketplace. But, their beliefs and the way they think can often be influenced by reference groups. For the cell phone service provider, reference group are high in importance when it comes to consumers' purchase decision. In our interviews, we found that...