Factors Influencing Consumer Behaviour While Purchasing A Smartphone

Abstract

- In this competitive and technological world, smartphones have become a part of our lives
as now it has a lot more purpose defined than just calling and receiving calls. With all the new and creative
features pouring in every year, the smartphone industry has just expanded exponentially in terms of the
value that its user receives. In the recent years’ companies have started focusing more towards the features
and values that a customer seeks from its smartphone. This study breaks all these factors into three main
categories that determines the consumer behaviour while purchasing a smartphone: Price, Brand and
Features & Specifications. The objective here is to identify the prime factors that influence the buying
decision of smartphones in India based on features and specifications. A sample of 192 respondents was
considered from across the country and the data was analysed using SPSS. Exploratory Factor Analysis
extracted four prime driving components/factors influencing the purchase decision while buying a
smartphone based on various features and specifications offered in a smartphone. One-way ANOVA was
performed on these factors to determine a significant difference between different professions and these
prime factors. The budget overshooting tendency of consumers across various price segments was also
determined using the Chi-Square Test. Based on the result, the implications for smartphone marketers are
discussed.