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A STUDY ON BUYING BEHAVIOUR OF SMART PHONES WITH REFERNCE TO HYDERABAD CITY

G. Radha Krishna*1, Sanjay Taurani2

Affiliations
*1 Associate Professor, Narsee Monjee Institute of Management Science, Hyderabad- 500007, Telanagana, India.
2
Research Scholar, Department of Business Management, Osmania University, Hyderabad -500007, Telangana,
India.

ABSTRACT
Today, there are more than 27 million Smartphone users in urban India, which constitutes 9 percent of all mobile
users in urban India. The numbers are higher in the large metros of the four million plus population with one
Smartphone user among ten mobile users. Interestingly, even in smaller cities with a population of one lakh to ten
lakh, the figure stands at an impressive 6 percent. The present research examines the influence of physical and in
built features of mobile phones on buying behavior. The purpose of this study is to investigate the factors affecting
the decision of buying mobile phone devices in Hyderabad. In order to accomplish the objectives of the study, a
sample of 246 consumers were taken by using simple random sampling technique. From the analysis using one way
ANOVA, it was clear that consumer’s value in built features followed by the physical features as the most important
variable amongst all and it also acted as a motivational force that influences them to go for a mobile phone purchase
decision. The study suggested that the mobile phone sellers should consider the above mentioned factors to equate
the opportunity.
KEYWORDS
Buying Behavior; Smart Phones; ANOVA; Hyderabad.
JEL CLASSIFICATION
J0, J1, L1, L6, Z0

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