A Study on the Factors Influencing Consumer's Purchase Decision Towards Smartphones in Indore
International Journal of Advance Research in Computer Science and Management Studies, Vol. 1, No. 6, 2013
8 Pages Posted: 6 Jan 2014 Last revised: 13 Apr 2014
Date Written: November 1, 2013
The second decade of the current century sees a sharp rise in the total number of mobile users in the country. This increase is the result of a new category of mobile phones namely Smartphones which had arrived in the market. Today, there are more than 27 million Smartphone users in urban India, which constitutes 9 percent of all mobile users in urban India. The major objective of this research is to identify the key factors which have a dominating effect on the consumers’ minds while making a purchase of Smartphone. The collected data were analyzed and interpreted using chi-square, reliability analysis, Factor analysis, Confirmatory Factor Analysis. It was found that data is reliable for factor analysis. The measurement model suggested four factors price, brand preference, social influence and features having a dominant influence on the purchase decision of consumers in Indore.
Keywords: Smartphones, Measurement Model, Purchase Decision, Indore
JEL Classification: M1, M31, D1, D10
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