A Study on Factors that Affecting Purchase Decision of Smartphone

Abstract

 Smartphone industry is one of the fastest growing industries in India. With the global competitiveness in this industry, it's more imperative than ever to understand people's attitudes on smartphone purchases, as well as the aspects that drive their decisions. In this paper the researcher tries to present a brief overview of the Smartphone Industry in India with special reference to Tier-II and Tier-III cities. The sole purpose of this paper is to have a better understanding of how consumers behave in order for businesses to focus on the most important aspects. This paper presents how various demographic factors have an impact on the purchase decision of a smartphone and how an individual’s requirements and preferences change according to their age, location, qualification, gender and occupation etc. The results show that females do not replace their smartphones as frequently as males, and they are impacted by family decisions when acquiring a smartphone. Males, on the other hand, were shown to be more concerned with the product's features. Youngsters were found to be influenced by the type of advertisement and accessories along with the product. To maximize sales, a company must understand how to successfully target its potential customers.