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Introduction
In this assignment a way of categorising consumers is presented, which attempts to find and classify consumer behaviour in relation to their attitudes to and, choice of mobile phone ring tones. By arranging 1:1 in-depth interviews with different consumer types (ie different ages and personality types) specific group types should emerge, revealing a correlation between personal attributes and ring tone selection.
Different types of consumer will place different levels of importance on mobile phone ring tones. Types of consumer buying behaviour are determined by level of involvement in purchase decision. This is affected by the importance and intensity of interest in a product in a particular situation. In short; someone who places importance on what ring tone they have, would consider ring tone selection to be a high involvement purchase. The fact that a ring tone is a product visible to others, means that a consumer who places importance on ring tones will view the......

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Approximate Word Count: 2118
Approximate Pages: 9 (250 words per double-spaced page)

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