Study of Factors Influencing Smart Phone Purchase by Consumers in Gwalior City

Now days understanding consumers buying behaviour and decision making process are becoming very complex across the product markets. When it comes to technological product markets like smart phone, which is marked by rapidly changing technologies, it becomes further complex. Therefore it becomes imperative for the researchers and marketers to understand how consumers make purchase decisions, so that an effective marketing strategy could be designed. This study mainly focuses on understanding the external factors like demographic variables, product attribute, advertisement and promotional schemes etc. , which influence the buying behaviour of consumers. It also attempts to analyze the relationship between such factors and its influence on purchase decisions made by the consumers. For conduction of this study, the Descriptive research design was adopted and the data was collected through primary sources. The respondents were selected through Simple Random Sampling technique and questionnaire was used as a tool to conduct the survey.