( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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STUDY OF FACTORS INVOLVED IN SMARTPHONE BRAND PREFERENCE BY YOUNG CONSUMERS IN DELHI

    2 Author(s):  FAHEEM AHMED , DR. RESHMA NASREEN

Vol -  6, Issue- 11 ,         Page(s) : 62 - 72  (2015 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

In today’s world the Smartphone users are increasing day by day as these Smart phones provide many facilities at one point. Smart phones can be considered to be the substitutes of laptops with an additional feature of calling. The study is carried out by the researchers to find out the Smartphone preferences by the consumers in the Delhi and NCR. The purpose of the study is also to better understand the current dynamics of the market for Smartphone and the usage behavior of consumers in Delhi and NCR. This study also looked into the familiarity of users towards Smart phones, choices of Smartphone brands and most importantly in determining the influencing factors that influence the purchase decisions of consumers. Additionally, the consumer’s preferences on Smartphone specifications such as design, multimedia, operating platform, and price were investigated. The study also tries to find out the consumers perception for their Smartphone brands. The research consists of 100 respondents and among which are students and working people. The analysis is carried out through SPSS software and results were determined through various tests such as correlation, cross tabulation etc. The study will help the Smartphone companies to develop their marketing strategies as per the consumer preferences.

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