ATTITUDE OF INDIAN CONSUMERS TOWARDS BRANDS

A case of mobile industry

ABSTRACT
It is widely evident that the mobile phone industry is facing rapid growth, with the increased
introduction of cheaper mobile phones in India intensifying competition between such
companies. A number of studies have been conducted on brand preferences, but there remains
a gap when it comes to mobile phone industry. It was therefore warranted to academically
research factors influencing consumer brand preferences when purchasing mobile phones, in
order to understand their preferences, and what consumers consider when making such
purchases.

A descriptive research will be conducted to examine the relationship between branding and
consumer purchasing behavior. Theory and literature of behavioral science suggest a positive
relationship between the two. We have hypothesized that branding would be a significant
variable after income that will explain consumers’ purchasing behavior. In this regard, with the
help of OLS regression, U-CV Matrix and correlation analysis, we’ll try to examine the strength
and magnitude of relationship. For this, we’ll be collecting both primary and secondary source
of data to evaluate and analyze the consumer purchasing behavior. For the purpose of
collecting primary data, we’ll be circulating a questionnaire and for secondary data, we’ll look at
various companies’ annual sales report. Samples will be collected using convenience sampling
method. Based on the methodology described above, we’ll summarize respective results
highlighting the factors that influence consumer buying behavior.