CONSUMER BRAND PREFERENCE TOWARDS MOBILE PHONE:
EFFECT OF MOBILE PHONE ATTRIBUTES ON PURCHASE DECISION
- by Parveen Kumari
Special Thanks to :
Parveen
Punjabi university
Punjabi university
Abstract
A consumer sets a frame of preferences in his/her mind to choose or purchase a product or service of same or different brands or producers. Keeping in view the frame of references the
present paper is an attempt to study the attributes affecting the purchase decision of consumers towards purchase of the Mobile Phones and to recommend the policies which may be adopted by the advertisers to enhance awareness among the buyers. The study used primary data collected from a sample of 84 consumers with the help of a well-structured questionnaire. And found that consumer perceived that Technical Features are most considered attributes of mobile phone followed by Looks, Image & Resource; Entertainment plays a significant role for taking the decision to purchase Mobile Phones. Hence, it may be recommended that the producers or marketers should made mobile phone with enhanced technical features that results in image building of buyers in the society.
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