Exploring The Factors Influencing Customer Behavior Pertaining to The Purchase of Smart-Phones: A Study of Ncr Region

Today, mobile communication technology has emerged robustly and having inevitable presence in all spheres of life and society to meet out the needs of interaction, henceforth conducting business globally. Use of smart phones has increased manifold in our day-to-day life. Just as repercussion of consumers’ rotational preferences and exigencies, the amplification of remote communication technology e.g. mobile phone, Global Positioning System (GPS) and wireless networks are persistently evolving and upgrading. Consumers’ vibrant preferences and purchasing decision on mobile phones are being affected by numerous external and internal factors. Various studies have been justified and concluded regarding the exploration of factors that influence the consumer purchase decision pertaining to cellular phones. The prime goal of this research study is to ascertain the critical determinants (factors) that dominate the purchasing behavior of customers pertaining to smart-phones in NCR region. The data of 473 respondents has been collected through a structured questionnaire to scrutinize the determining factors of purchasing behavior. The result reveals that five variables viz. price, technical features, camera, promotional activities and social influence plays important role as the base of thought process for purchasing the product. The study also suggests that price; technical features and promotional activities have significant contribution in the purchasing behavior of the buyers