A Study On Brand Preference of Mobile Phones Among
A Study On Brand Preference of Mobile Phones Among
A Study On Brand Preference of Mobile Phones Among
[email protected]
2 [email protected]
[email protected]
Abstract— Cellular phone market in India is one of the Investigating the factors that influence buying decisions of
tempestuous and turbulent market environments today due to the customer while buying a mobile phone can be an
increased competition and uncertainty. Thus it directs to interesting topic for the researchers to study as they can
study on customer purchasing behavior and their brand examine the key elements that are vital in choosing a
preferences towards choice brand between different mobile
phone brands. The focus of this research is towards examining
particular mobile phone over the others. This research
the teenagers and youth segment. The purpose of this study is paper attempts to analyze the determinants of customer’s
to investigate customer’s choice criteria in mobile phone decision making process in the context of teenage and
markets by studying factors that influence the teenager’s and youth consumers’ market.
youth’s brand preferences while buying a mobile phone in
Coimbatore town. In order to accomplish the objective of the
The research is conducted under the background of mobile
study, a sample of 130 consumers was taken by using simple phones market. The reason behind choosing the mobile
random sampling technique and analyzed the data to provide phone market with respect to focus on youths and teenagers
a better suggestion. in their decision making are twofold: firstly, mobile phones
are widely used by teenagers and youths all over the world
Keywords— Brand preferences, Customer behavior, Decision
and this market in the recent years has become more and
making, Brand image and quality, Mobile Phones. more competitive. Thus, it is necessary for the marketers to
understand the factors that affect decision making of this
I. INTRODUCTION particular market; secondly, teenagers and youths play a
crucial and influencing role in mobile phone selection in
In today’s fiercely competitive world, it is very important the mobile phone market. Marketers target them not only as
for the marketers to discover and figure out the aspects that they will represent adult consumers of tomorrow but also
are essential to deal with the competitors, changing because they dominate a large and remarkable portion of
customer tastes and preferences. The intense competition in their parent’s income.
terms of product similarity and increased number of
competing brands in the market have led the marketers to Statement of the problem
consider and study the factors that are influential in There are various factors that directly affect the teenage
consumers’ buying decisions and behaviors. For marketers, and youth customer’s decision making towards the
teenage market and youth market are the most appealing selection of mobile phones and also affects the sales and
and attractive markets, as they believe to earn a huge return profitability of the mobile phone companies. This study
on their investments by targeting this age groups. Youths focuses on finding of various factors that affecting buying
and teenagers, nowadays, are considered to have more behavior and brand choices in mobile phone market.
power in their key family decisions and purchases. Hence,
a major center of firm’s marketing actions is towards these Objectives of the study
consumers and they concentrate much on the factors • To study on brand preferences of mobile phones among
underlying the buying behavior and brand choice. teenagers and youth in Coimbatore city.
24
International Journal of Engineering Technology and Management Sciences
• To identify the antecedence that influences the brand • Sabnam Shreshtha (2016) attempted to investigate
preferences towards choosing a mobile phone. consumer purchasing motives in cellular phone market by
• To find the relationship between those factors towards conducting a research on the buying behavior of young
choosing a brand. consumers in Kathmandu, Nepal. This study aims to
• To analyze the brand preference of the customers towards explore future potential in consumption of future smart
choosing a mobile phone. phones in Nepal by evaluating two major stimuluses such
The scope of the study is to analyses the brand preference as marketing stimuli and environmental stimuli and also
of mobile phones among teenagers and youth. This concentrates on four social classes stated by Kotler &
research is expected to provide sufficient information about Armstrong (2012).
the factors that affects the brand preference in the mobile The literature review reveals that there are ten most
phone market. This researcher study is based on important factors that directly affect the customers buying
preferences of teenagers and youths in Coimbatore region, decision while buying a mobile phone.
Tamilnadu. A researcher has been identifying the factors/
antecedents that affecting customer’s decision making III. CONCEPTUAL FRAMEWORK
while buying a mobile phone. The findings of study The study aims at determining the antecedents that
ultimately reveal the major factors that affecting and the influence brand preferences of the teenagers and youth
relationship between those factors. consumers towards choosing a mobile phone brand in their
purchase decisions in Coimbatore city.
II. REVIEW OF LITERATURE Based on previous research, studies and literature
Mesay sata (2013) conducted a study on factors affecting reviews the following conceptual frameworks and
consumer buying behaviour of mobile phone devices hypothesis were developed for the research project.
specifically in Hawassa town, Ethiopia. Accordingly, the Accordingly, ten independent variables (i.e. Brand image
result of the study showed that the six independent and quality, features of the phone, Aesthetics (look and
variables i.e. price, social factors, durability, brand name, feel), Pricing, Availability (distribution), Advertisements,
product features and after sales factors will influence the Connectivity, compatibility and durability,
dependent variable i.e. decision to purchase (Mobile phone Recommendations and reviews, User friendliness,
buying decision). Exchange possibility and Post purchase services) thought to
• According to Karjaluoto et al. (2005), the factors like influence the dependent variable (i.e. Teenager’s and
price, size, brand, interface, properties and some other youth’s brand preferences while buying a mobile phone)
factors like salesman are the most influential factors that are identified
affect the choice amongst mobile phone brands in the
market. The result of their survey on factors affecting
consumer choice of mobile phones in Finland indicated that
product feature, price, size and user friendly menu features
of the cellular phones are the most determinant factors
affecting the choice of mobile phones.
• Vishesh, Sanjiv Mittal and Shivani Bali (2018)
explained issued a journal on Journal of management with
the tittle factors affecting consumer buying behavior
towards mobile phones in which ten major factors (i.e.
physical dimensions, design and color, battery life, camera
quality, speed, recommendations and reviews, brand name,
price advantages, availability, and exchange possibility)
that influence the customer satisfaction.
• MACRO (Market Analysis & Consumer Research
Organization, 2004) conducted an investigation on mobile
phone usage among the teenagers and youth in a specific
Figure I: Conceptual framework of the study
region in Mumbai city. In this research researchers’
concentrates more on the teenagers and youth respondents
whose age is not more than 30 years.
25
International Journal of Engineering Technology and Management Sciences
26
International Journal of Engineering Technology and Management Sciences
TABLE: II
TABLE: I MULTIPLE REGRESSION MODEL SUMMARY
DESCRIPTIVE STATISTICS OF EACH FACTOR
TABLE: IV TABLE: 5.
COEFFICIENT ANALYSIS ONE-WAY ANOVA
28
International Journal of Engineering Technology and Management Sciences