A Study On Customer Buying Behavior And Brand Preference For Mobile Phones In Chennai

[Srini]

   
A STUDY ON CUSTOMER BUYING BEHAVIOR AND BRAND PREFERENCE FOR MOBILE PHONES IN CHENNAI

The consumer buying a variety of mobile phones which satisfy his wants and they area always influenced by his purchasing activities by some considerations which lead him to select a particular brand or a particular store in preferred to others. The research of this study is to understand the consumers perception and buying behavior towards various mobile brands, customer preference level associated with different mobile phones, major features which a customer looks for in a mobile before making a purchase and factors that influence decisionmaking in purchasing a mobile phone. Brand is another factor that drives people to buy smartphones. There are variety of smartphones with different names and brands available in the market such as Samsung, Real me, Vivo, Oppo, Nokia and one plus. The Tools like Simple percentage, Chi-square and One way Anova test and latest version of SPSS software was used in this study. Research design taken in this study is Descriptive research. ”Convenient sampling technique was used in this study. This study reveal that most of the respondents strongly agree that the brand name of Samsung plays a vital role while choosing a mobile phone and most of them strongly agree that the internet advertisement of one plus influenced the people to purchase a mobile phone brand.

Content :

• INTRODUCTION
  
• REVIEW OF LITERATURE
  
• THEROTICAL BACK GROUND
  
• ANALYSIS AND INTERPRETATTION
  
• FINDING AND SUGGESTION
  
• CONCLUSION
  
• BIBLIOGRAPHY
  
• ANNEXURE
  

People now are living in the highly developed and technologically advance society. In recent years, the number of mobile phone subscribers has increased substantial. Mobile phone has now
become the basic need of every person in their life. Understanding the brand preference is essential aspects as it reflects the Customer choice, purchase of particular brand, performance, style and
satisfaction of the Customer. Mobile phones are used for multi-purposes such as calling and sending messages, capturing pictures, accessing the internet, playing games, socializing, and
downloading applications. The Chennai city has tremendous potential for all the products and services because people of various religion, language, cultural, background and demographic and
socio-economic characteristic live in this area.

MARKETING
Marketing refers to any actions a company takes to attract an audience to the company's product or services through high-quality messaging. In another words Marketing is the process of getting
people interested in your company's product or service. Marketing aims to deliver standalone value for prospects and Customers through content, with the long-term goal of demonstrating
product value, strengthening brand loyalty, and ultimately increasing. Marketing pertains to all aspects of a business, including product development, distribution methods, sales, and advertising.

Attachment :
  customer behaviour project.pdf (Size: 1.24 MB / Downloads: 116)