A STUDY ON DECISION-MAKING OF CONSUMER BUYING BEHAVIOUR IN MOBILE PHONES WITH SPECIAL REFERENCE TO CHENNAI CITY
Abstract
Customer buying behavior is the process through which people search for, choose, purchase, utilize, and discard goods and services to satisfy their requirements and wants. Fulfilling the wants and desires of the target market is the main objective of consumer purchase behavior. At Valuable Store, consumer purchasing habits are primarily examined in order to increase sales and profits, match customer demands and wants, and maintain the company's reputation by doing so. The study gives a quick overview of consumer perceptions of and purchasing tendencies toward different mobile phone brands, customer preference levels related to different mobile phones, key features that customers look for in a mobile before making a purchase, and factors that influence consumer decision-making when buying a mobile phone. This study aims to investigate the elements that affect people's choices regarding mobile phone purchases in Chennai. To achieve the goals of the study, 200 consumers were chosen as a sample using a simple random selection method. Both primary and secondary data were examined. Six important factors—price, social group, product features, brand name, durability, and after-sale services—were also selected and looked at utilizing correlation and multiple regression analysis. The analysis showed that customers rated pricing as the most important factor, followed by mobile phone features, and that it also acted as a motivating factor in their choice to buy a mobile phone. The study suggested that when assessing the potential, mobile phone sellers should consider the factors mentioned above.
Keywords
Consumer Buying Behavior, Mobile Phone, Consumer Purchase, Decision making