Female perception towards buying decisions of mobile phones

Abstract

Indian Telecom industry is one of the fastest growing industries in the world. Irrespective of age or gender, the usage of mobile phones is continuously increasing at a rapid pace. Mobile nowadays, is not only a source of communication, but this is the mode of getting information and carrying out transactions. This paper explores and analyzes the motivational factors towards the perception of buying mobile phone devices among female consumers in Delhi-NCR, India. An attempt has been made to analyze the attributes such as price of mobile phones, Ads endorsed by celebrity, brand loyalty, change in looks/style over technology and family/friends recommendations which motivates the buying behavior in purchase of mobile phone. A well-structured five-point scale questionnaire has been prepared administered to 300 female respondents to obtain primary data. The study indicates that females in Delhi-NCR region mostly prefer recommendations of friend/family without any major financial constraints. The findings from the study may assist the mobile phone manufacturers to decide and utilize their marketing strategies for the promotion of their mobile phones among female consumers.