Consumer behavior

We are definitely living in an information savvy world and, therefore, in order to be "with it" everyone almost need to have a mobile phone of some sort. How people chose the one that is best for them? What are the most important options? The answers are different for everyone and everyone has his own reasons how to make a decision while choosing the phone which is the best for him.
Our task was to determine how people’s brain work and which preferences are the most important in developing the selection of the product. We have chosen five different mobile phone brands: NOKIA, SAMSUNG, SIEMENS, MOTOROLA and SONY. These brands were selected because they are the most popular between both - young (schoolchildren, students) and adults and can most effectively reflect the decision making attributes while choosing the mobile phone.
The task itself includes providing the decision making grid, decision making trees, interviewing the chosen respondents group, collected data interpretation and by all this proving our made hypothesis, giving the conclusion and our suggested recommendations.
Different consumer age groups pay attention to different attributes while choosing mobile phones.
According to a social position, psychological factors, current trends and different tastes people make diverse decisions, but we think that all those contributors that influence decision making are mostly dependent on age.
At the beginning of our decision-making analysis we have chosen five different mobile phones models: NOKIA 7370, SAMSUNG E530, SIEMENS C75, MOTOROLA C115, SONY J70 ( in the appendix there are included photos). These models are very different. Some of them have wide range of modern functions (photo-camera, mp3 player, Bluetooth etc.) and others are quite simple. Also we tried to choose those ones who have different prices, design, size and the different launching year (from the newest models to quite old ones).
Secondly, we have...

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