Buying Behavior for Mobile Handsets in India

Abstract

Mobile handsets are primary essentials for people across the world. Marketers constantly shall understand the buyer’s changing needs. The features that a consumer looks for, where does he seek for that information? Marketers want to understand the budget available and also the top of the mind brand that he recalls to style the varied marketing strategies. the aim of this study is to get the answers to the questions above for the segment of 18-23 years. The segment is usually a non-working class and possibly within the final phase of their education and also the researchers is curious to understand their buying behavior. The findings are assertive on the features, budget and knowledge search by this segment. Brand recall findings are quite interesting.

Keywords: Brand Recall, Buying Behavior, Mobile, Mobile Handset