Factors affecting Consumer Purchase Decision for Smartphones in India
Keywords:
Smartphone, Personality, Consumer Behaviour, Brand, Purchase decision, FeaturesAbstract
Smartphone industry is growing exponentially and is an evolving market in India. Impetus for the study came from the fact that not many empirical studies have been conducted with regard to consumer purchase behaviour in India context.
This study was conducted keeping in mind the different factors that could affect consumer’s purchase behaviour. Some of the insights garnered about factors were on unexpected lines whereas influence factors like Camera, Display, Price, Quality, Advertising etc. were more dominant on decision making and was to some extent on expected lines.
Representative respondents size of 100 Pan India across various demographic backgrounds. Questionnaire on a5 point Likert scale was administered. The data so gathered was analysed with SPSS tool to get the result and interpretations.
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