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  The IUP Journal of   Brand Management :
Customer Purchase Behavior for Smartphone Brands
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India has huge potential in the budget smartphone market, as with a population of around 1.2 billion people, less than one-fourth of the population owns a smartphone. This has drawn in many international players to take advantage of the Indian smartphone market. Understanding customer purchase behavior is very important to marketers, and this paper highlights the important dimensions that attract the customer while making purchase decision for mobile phones. This research concludes that ‘hardware specifications’ is at the top of the priority list while purchasing mobile phones, followed by marketing communications (including advertisements, brand ambassadors and word of mouth). Additional features (like battery backup, touch screen, expandable memory, sound quality and screen size) and usability features (ease of use, application features and color resolution) come third and fourth respectively. Surprisingly, price (including exchange offers and provision for paying through equated monthly instalments) seems to be the least important consideration when buying a mobile phone.

 
 
 

Mobile phones have evolved from simple voice calling and texting devices to indispensable ‘smart’ devices providing a gamut of entertainment and management applications tools. The mobile phone market today is quite turbulent due to increased competition and rapid change in technology. India has recently acquired second spot in the list of the world’s largest smartphone markets. With a healthy growth rate of 23% YoY, the report published by Counterpoint states that there is a huge potential in the budget smartphone market, as with a population of around 1.2 billion people, less than one-fourth of the population owns a smartphone (Baidya, 2016).

Thus, it is quite important to look at the consumer buying decision process and cast light on the factors affecting consumer choices among different mobile phone brands. Understanding customer purchase behavior is very important to marketers while designing marketing strategies and tactics, and this paper highlights the important dimensions that attract customers while making purchase decision for mobile phones.

 
 
 

Brand Management Journal,Purchase Decision for Mobile Phones, Hardware Specifications, Marketing Communications, Additional Features, Usability Features