FACTORS AFFECTING CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONES

Mobile phones have become basic element of communication. Indian mobile market has witnessed a paradigm shift and emerged as the fastest growing market for mobile handsets globally. Consumers are showing preference towards smartphones as it is being used for a variety of purposes. The aim of the present study is to investigate the factors that affect the consumer buying behavior towards mobile phone. The study was undertaken on 638 mobile phone users of Haryana state of India. The data was analyzed using factor analysis and multiple regressions. With the help of factor analysis ten decision factors of consumer buying behavior were derived. On these ten factors a multiple regression analysis was performed with perceived satisfaction of consumers in terms of buying decision as a dependent variable. The findings showed that “Speed & Performance” has the highest positive impact on the satisfaction followed by “brand & advertising” and “recommendations & reviews”. The study provided useful insights of the consumer buying behavior towards mobile phones