Empirical Study of Consumer Buying Preference towards Established and Emerging Mobile Brands

Abstract

India since liberalization has been the favorite destination for the telecom service providers and its related companies. This study deals with perception of the consumers emerging and existing mobile brands and tries to find consumer's preferences about different mobile features which influences their buying behavior. The research was analyzed through 120 responses from National Capital Region of India and suggests that the equipment manufacturers need to go on intrinsic details of their product to make them customer specific by understanding their demographic variables like occupation etc. and they need to provide a superior services for creating new customers who are early adopters. There is a significant difference found in the study while developing the perception and buying process of the customers with respect to their demographic profile. The study has unveiled the new areas in the mobile equipment market in India and provides high scope for the further research.