“AN ANALYSIS ON THE ROLE OF SMARTPHONES IN ONLINE BUYING BEHAVIOUR OF CUSTOMERS IN KERALA”

The purpose of this paper is to analyse the role of smartphones in online buying behaviour of employed youth in Alappuzha District of Kerala. The paper analysis the factors that influence the buying behaviour of employed youth and also analyse the level of smartphone usage among the employed youth of Alappuzha District. The paper thus analyse various factors like purpose for which smartphones are used frequently, the payment method usually preferred by the customers in online purchases, the level of trust in banking transactions through online mode, the level of satisfaction about the data plans provided by the network providers, the most preferred online shopping sites, type of products usually purchased online, factors mostly considered while selecting a product online, the factors which restricts the customers from carrying out online shopping etc. The study is conducted with the help of a structured questionnaire and 143 samples were used for the analysis.