Symbiosis Centre for Management and Human Resource Development, Pune, Maharashtra, India.
Abstract
Smartphones have become an indispensable part of modern life, serving both professional and personal needs. This study explores the buying behavior of Generation X (Gen X) and Generation Y (Gen Y) in Pune, analyzing the factors influencing their smartphone purchase decisions. Gen X, characterized as resourceful and pragmatic, prioritizes functionality, including battery life and screen resolution, reflecting their measured approach to technology adoption. In contrast, Gen Y, or millennials, driven by technological fluency and innovation, places higher value on embedded memory, powerful processors, and operating systems, underscoring their desire for performance and utility. Using a mixed-method approach, the research incorporated a survey of 150 respondents evenly distributed between the two generations. Statistical analysis, including hypothesis testing, identified the top three purchasing factors for each cohort, revealing significant generational differences. Results showed that Gen X is influenced by durability and usability, while Gen Y is motivated by cutting-edge technology and brand innovation. This study highlights the evolving dynamics of consumer preferences across generational lines, providing actionable insights for smartphone manufacturers and marketers. Recommendations include tailoring product features and marketing strategies to meet the specific needs of each generation. The findings have practical implications for addressing market demands, fostering brand loyalty, and enhancing consumer satisfaction in an increasingly competitive landscape.
Keywords: Gen X, Gen Y, Smartphone, Buying Behaviour
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