A Study on Factors Influencing Purchase of Mobile Handsets
Authors: Prof. (Dr.) Puja Walia Mann, Mr. Manish Jha and Ms. Vanika Chugh
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In this era of cut throat competition, no company can survive in the market place without knowing its product’s
strengths and weaknesses. It has to fortify (Strengthen) itself against threats from the environment and exploit
its strengths for increasing profits. In order to do so, the company has to conduct regular surveys to know the
customer’s opinions, needs, and preferences. This helps the company to manufacture the product according to
customer’s expectations. It has now become more important for the customer confidence and higher positioning
of buyer perception. Thus, Surveys becomes genuine key to success. The Mobile handsets segment is dominated
by 3 major player’s viz. NOKIA, SAMSUNG, SONY ERICSSON. Besides these, there are players like –
MOTOROLA, LG, & HAIER etc. The expanding Indian market, the growing size of the middle class and the rise
in aspirations of the youth along with opening up of the Indian economy have collectively influenced the steady
growth of the mobile handsets in India. In the last 5 to 6 years, the craze for mobile handsets over the
telephones has picked up and one can find today even girls crazy for a mobile not only in the Metros but in
small towns and cities also. In last decade Indian mobile phone industry has witnessed a dramatic growth.
Cheap mobile handsets, affordable airtime rates, low initial cost and affordable monthly rentals made it easy
for anybody to go mobile. As per latest statistics India has around 140 million mobile subscribers.
This Study has been done to understand the Mobile Handset changing pattern of the consumer with respect to
the gender and time period, also different factors which influence the consumer to purchase a particular
handset. Authors have taken the help of Chi-Square to determine the above.