A study on consumer buying behavior of mobile phones

Deepika Ganlari

Abstract


The behavior of consumers towards smartphones is increasingly a focus of marketing research. In particular, consumer behavior in the smartphone industry, from adoption motivation to post-usage behavior has become a major focus of research in the field of marketing. The results of the research confirm that the regulatory focus has an influence on consumer behavior towards smartphone purchase decision by affecting their perception, motivation, and lifestyle. India is one of the fastest growing economies in the world and the smartphone industry in India is also growing very fast. For consumers’ smartphones have become essential parts of personal and business life. There is a continuous increase in disposable income; there has been a major shift in the attitude and aspirations of the consumers. This research is to analyze the external and internal factors which influence a consumer’s decision in purchasing a smartphone. The research also focuses on consumer attitude for smartphones and the influence brand name has on consumer buying decisions. The recent growth of smartphone usage is an observable fact that crosses all age and gender boundaries. Hence, this research explores through quantitative analysis some of the key factors believed to affect consumer’s attitudes and behaviors towards smartphone purchase.

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