Ardent Customers Brand Preference for Smart Phones: A Study of Jammu Region

Abstract

With the advent of smart phones and smart phone in the industry a high revolution had been seen in the buying behaviour of the customers that generally had placed the customers on the heights. The smart phone is a requirement of each and every individual as an abundance of daily and imperative work is done on phones via the internet. The customer contemporarily had become choosy, and they prefer one phone over another. The article is a simple and straight research from the field of Jammu where people brand preference for smart phone is seen. The paper portrays the brand preference through a self-designed a questionnaire and primary data were collected from Jammu region. The results reveal that people prefer that brand that is not so highly priced and the brand which is offering a bundle of attributes with low prices. Majority of the customers from the sample were satisfied with the brand of mobile phone they were using, and fewer were questing for other highly priced brands. The research is limited to the Jammu region and the results so drawn could not be considered as a whole.

Keywords: Smart Phones, Mobile, Customers, Behaviour, Brand

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