A STUDY ON YOUTH BUYING BEHAVIOUR TOWARDS SMART PHONES

ABSTRACT

Smart phone means the phone perform many functions like a computer with internet access and have a unique operating system. The
basic objective of this paper is to identify the youth buying behaviour of smart phones. A total of 50 respondents were selected for
survey. Simple random technique was used. Statistical tools & techniques were used to find the factors in excel spread sheet. This
study analyses the factors influencing the youth buying behaviour and price consciousness of youth towards smart phones. This paper
found past experience is the most influencing factor of youth purchase towards smart phones.

Key words: smart phone, regression, correlation coefficient, youth.

INTRODUCTION

Smart phone means the mobile phone having features apart from communication. As of today, number of brands launching smart
phones with new features and updates. Today, youngsters changed their mobile phones frequently according to the new models.
Recently, purchasing smart phones of famous brands become fashion. Not only, youngsters all age group of people like to purchase
and use smart phones. Smart phones became an essential thing of many people. People consider many factors before them purchasing
a smart phone. Youths are very knowledgeable and they check the price, features, and updates through internet. They also compare the
various brands of mobile phones prices in the websites regarding price comparison. So, youths are very aware of their product and it
is important to study the changing youths buying behaviour of smart phones.

India’s smartphone user population is growing exponentially says a new survey by Nielsen Informate Mobile Insights. The 27 million
smartphone users in Urban India constitute 9% of the entire mobile user base in urban India. With 900 million mobile phone users
(according to Trai) India is considered to be one of the fastest growing cellular markets and every handset maker is trying to offer the
full suite of products ranging from basic phones to the high end feature loaded smartphones.

LITERATURE REVIEW

DEEPIKA (2016) researched on a study of youth buying behaviour on mobile phones. This paper analyzed the internal and external
factors influencing the youth behaviour. It also focused on customer attitude and aspirations. This paper found out the factors such as
perception, motivation and life style influencing the youth buying behaviour.

JOSHI SUJATA (2016) discussed about the Factors affecting Smartphone Purchase among Indian Youth. This paper explained the
technology and hardware factors affecting the purchase of smartphones among Indian Youth. This study found that the five factors
affecting the Indian youth buying behaviour towards smartphones. The factors such as technology, hardware, basic, brand and
financial factors. Technology is the most important influence. This paper is helpful to smartphone manfacturers and celluar service
providers.

MESAY SATA(2013) discussed about the factors affecting youth buying behavior of mobile devices in Hawassa town. This paper
consists of six important factors such as price, social group, product features, brand name, durability, and after sales services.
From the analysis, he found that the youths value price is the most important variable and it followed by the mobile features. It
influencing the youth in purchase decision of mobile phones.

SUDHA and NEETA (2014) explained the youth behavior towards usage of smartphones. This paper analyzed the brand preferences of
the youth in Rohtak city and it found out if there is any differences in preferences of youths male and female.

VIKRAM and RAMANATHAN (2015) researched in A Study of Perception and Preference towards Smartphones. Smartphone is
increasing rapidly. This paper explained the factors influenced the youth to purchase a smartphone. It explained the different youths
and their personal factors and social factors.

OBJECTIVES

1. To identify factors influencing the consumer buying behavior towards smart phones
2. To study the influence of price consciousness while purchasing a smart phone

SCOPE OF THE STUDY

The main objective of this study is to analysis the youth buying behavior towards smartphones among the general public. This paper
helps to know about the consumer tastes & preferences and changing trends of purchase towards smartphones. The sample was
taken from the general public.

CONCLUSION

Nowadays mobile phones are not only used for communication. After, the introduction of smart phones with many features & updates.
Smart phone play many role such as music , camera, internet etc. due to competition many brands introduce smart phones with new
updates continuously. It leads to increase people expectations too. This paper analyses the factors influencing the consumer to buy a
smart phone. This paper found past experience is the most important influencing factor of consumer buying behaviour towards smart
phone. The influence of price consciousness factors such as price flexibility, price instead of features and updates and high price are
all positively correlated.

REFERENCES

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3. Mesay Sata Shanka (2013),”Factors Affecting Consumer Buying Behaviour of Mobile Phones”, Mediterranean Journal of
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6. https://en.wikipedia.org/wiki/Smartphones

7. https://www.thesnugg.com/a-brief-history-of-smartphones.aspx