EISSN 22774955BUYING BEHAVIOR OF SMARTPHONE AMONG
EISSN 2277-4955
BUYING BEHAVIOR OF SMARTPHONE AMONG B SCHOOL
STUDENTS
Dr. Monica Sainy,
Acropolis faculty of Management & Research Indore, monica.sainy1@gmail.com,
ABSTRACT
The purpose of the present paper is to explore different factors of consumer buying behavior in purchasing
Smartphone’s and their preferences among B school students against the backdrop of demographic variable i.e gender. The present study used a sample of 200 actual consumers who had purchased the Smartphone’s within one year of time. The responses were collected through structured likert scale questionnaire. The 5 factors which we find out from the study were- Product Features, Branding, Price, Social influence, Demand of the product. The study helps us to understand the change in the demand pattern, act as a ladder to develop the product & further more. The results also show that no significant difference is observed in b school students on the basis of Gender. It is expected that the findings will provide vital inputs to marketers in framing their marketing strategies. The researcher will further attempt to examine the brand equity among the different brands behavior of consumer for Smartphone’s.
Key words: Consumer Behavior, Consumer preferences, Branding, Price
INTRODUCTION
Smartphone can be defined as a device that enables
phone Distinguishes from the basic phone in terms
the user to make telephone call and at the same
of mobile operating system. Smartphone are all
time has some features that allow the user to do
administrated by systems which includes Windows
some activities that in the past was not possible
Mobile, iPhone OS, Google Android or Linux
unless using a computer or a personal digital
(Sanne, 2009). Smartphone uses
assistant (PDA), such as sending and receiving e-
an operating system that allows third party
mails, amending an office document. The most
applications to run on it. In this way Smart phone
commonly used phone in the market is called as
has made
BUYING BEHAVIOR OF SMARTPHONE AMONG B SCHOOL
STUDENTS
Dr. Monica Sainy,
Acropolis faculty of Management & Research Indore, monica.sainy1@gmail.com,
ABSTRACT
The purpose of the present paper is to explore different factors of consumer buying behavior in purchasing
Smartphone’s and their preferences among B school students against the backdrop of demographic variable i.e gender. The present study used a sample of 200 actual consumers who had purchased the Smartphone’s within one year of time. The responses were collected through structured likert scale questionnaire. The 5 factors which we find out from the study were- Product Features, Branding, Price, Social influence, Demand of the product. The study helps us to understand the change in the demand pattern, act as a ladder to develop the product & further more. The results also show that no significant difference is observed in b school students on the basis of Gender. It is expected that the findings will provide vital inputs to marketers in framing their marketing strategies. The researcher will further attempt to examine the brand equity among the different brands behavior of consumer for Smartphone’s.
Key words: Consumer Behavior, Consumer preferences, Branding, Price
INTRODUCTION
Smartphone can be defined as a device that enables
phone Distinguishes from the basic phone in terms
the user to make telephone call and at the same
of mobile operating system. Smartphone are all
time has some features that allow the user to do
administrated by systems which includes Windows
some activities that in the past was not possible
Mobile, iPhone OS, Google Android or Linux
unless using a computer or a personal digital
(Sanne, 2009). Smartphone uses
assistant (PDA), such as sending and receiving e-
an operating system that allows third party
mails, amending an office document. The most
applications to run on it. In this way Smart phone
commonly used phone in the market is called as
has made
References: [1] Aaker, D. A. (1989). Managing Assets and [10] Gowind (2010), [11] Kenny, M. and Pon, B. (2011). Structuring the Smartphone industry: Is the Mobile Internet OS [3] Anderson, S., (2010). Rise of Smartphone. 14, 2011, [4] Bolton, R.N. (1989). The relationship between market characteristics and [13] Kotler, P., and Armstrong, G. (2007), Principles of Marketing (12th ed.) [5] Chang, Y. F. and Chen, C. S. (2005). Smart phone – the choice of client platform for mobile commerce. Computer Standards & Interfaces, 27, (2010) [6] Cheong, J.H. and Park, M.C. (2005). Mobile internet acceptance in Korea [15] Kunal, S. and Yoo, B.H (2010). Interaction 15(2), 125-140. (1991).