A STUDY ON PERCEPTION OF CONSUMERS TOWARDS BRANDS OF MOBILE HANDSETS

Abstract

The mobile handsets industry in India is one of the fastest growing and competitive industries in India. Increasing competition in the mobile handsets industry has put pressure on mobile handset companies to absorb customers and empower consumers. As more and more advances are made in the technology of mobile phones, other high ranking users are seen in the eyes of others. Many people in this world believe that their mobile phones seem to be a fashion statement. It says something about the owner, like the owner's clothes. Advertising has a primary and powerful effect on consumers' purchasing behavior. With the growth of the mobile handsets industry in India, the need for effective advertising has increased. The main objective of this study is to examine the effect of advertising on consumer purchasing behavior and the effect of prices, features, quality and brand name on consumer purchasing behavior. A structured questionnaire has been designed and used to collect data. For this research, the researcher chosen the simple random sampling, where the respondents were potential consumers located in Ahmedabad.