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Buying Behavioural Pattern Regarding Smartphone Users

International Journal on Customer Relations

Volume 3 Issue 2

Published: 2015
Author(s) Name: Mokhalles Mohammad Mehdi | Author(s) Affiliation: Asst Prof., Marketing, MIS & IT in School of Buss, The Assam Kaziranga Univ, Jorhat, Assam, India
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Abstract

Consumer buying behavior is the process of understanding consumers selection, buying and using of Smartphone. The purpose of study is to identify pre-purchase factors and post purchase liking attributes of smartphone users in a university of Jorhat. In addition, it investigates awareness about smartphone and brand wise ownership of users. In order to accomplish the objectives of study, a sample of 80 consumers were taken by using simple random sampling technique. The collected data were analyzed and tested using descriptive statistics and hypothesis were tested through Phi and Cramers V in this study. Results of the survey revealed that Samsung has highest top of mind awareness and users from consumer groups. Research highlighted several new insights about smartphone users pre-buying behavior and post-buying behavior. Pre-buying behavior of consumers were influenced by factors namely, price, features, user friendliness, after sales service. Post-purchase liking attributes of smartphone users are mainly availability of social networking application and unique product features. The research concludes that there is no relationship between (a) smartphone ownership and monthly income (b) frequency of smartphone change and amount ready to spend.

Keywords: Consumer Behaviour, Smartphone, Buying Decision, Purchase

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