Open AccessA Comparative Study on Factors Affecting Consumer’s Choice on Purchasing a Cellular Phone across India & US
Author(s) -
Jyotirmoy Samanta,
Neelotpaul Banerjee
Publication year - 2016
Publication title -
international journal of business and social research
Language(s) - English
Resource type - Journals
eISSN - 2164-2559
pISSN - 2164-2540
DOI - 10.18533/ijbsr.v6i6.971
Subject(s) - marketing , mobile marketing , business , mobile phone , purchasing , advertising , digital marketing , telecommunications , engineering
In the hasty budding plethoric technological space, mobile technology & devices play a noteworthy role. It’s imperative to take a cognizance of the fact that mobile market is contributing substantially to global economy as well as to an individual nation’s economy. Mobile devices market is predominantly consumer driven & this research work emphasizes on cross national comparative study among mobile consumers across India & USA. The study focuses on a thirty leading factors that influence consumers principally in their buying decision making process. An empirical survey of four hundred consumers was conducted across India & USA using a questionnaire. The study reveals that ‘Price’ is the pivotal factor that an Indian consumer considers at first place whereas an American buyer stresses upon ‘Brand Name’. Furthermore, it unveils that a US consumer looks for ‘EMI options’ for buying while Indian consumers concentrates on ‘Design of the device’. This study will aid mobile manufacturing firms to frame effective marketing strategies & help marketing managers to design effective marketing communications.