Buying Predilection of Buyers towards Branded Mobile Phones Devices
International journal of recent technology and engineering
Despite the rapidly growing competition in the present market situation, there is a necessity of realizing the significance of buyers purchasing behaviour and it is terribly applicable to analyse the drivers which is related to consumer predilection. This research investigates and analyses the predilection towards mobile phones. In this paper consider four factors which are impacting on buyers predilection namely media exposure, mobile predilection factors, mobile features and purchasing mode
... d purchasing mode of the buyers. To achieve the study objective, the researcher has taken 227 sample sizes from the selected area of research by using the convenience method. A stratured survey was utilized to collect the data and analyzed through the use of Analysis of variance, pearson correlation and multiple regression analysis by the use of statistical package 23.0. From the results, media exposure variable statistical influenced on the buying predilection; mobile predilection factors brand name and price of mobiles have good strength of association with buyers predilection, mobile features Processor power, camera and style and design significant impact on buyers predilection towards branded mobile phones and most of the buyers purchasing their mobile handset through offline purchasing mode. It was clear that each variables of mobile predilection factors and mobile features among all acted as a motivational power that impact on buying predilection of buyers towards branded mobile phones.