Evaluating influence of social factors on women buying behaviour of smartphones in delhi NCR (India)

Abstract

The present study was performedexecuted to keep the objective in view to find out the influence of social factors on women buying behavior of Smartphones in National Capital region, INDIA. Survey research was carried out to develop an understanding about the impact of social factors on women behavior towards buying of Smartphone in Delhi NCR region. Questionnaire which was analyzed for its trustworthiness by applying Cronbach’s Alpha was employed to collect the responses of women in five major cities of NCR viz. Delhi, Gurgaon, Noida, Ghaziabad, Meerut. It was revealed from the study that social factors have no noteworthy influence on behavior of working women towards purchase of smartphone. However, social factors had a significant influence on behavior of non-working women towards purchase of smartphone. The outcomes of the study will enable the marketers to have a better knowledge of the women behavior of buying Smartphone and enable them to understand, how the social factors vizreference groups, family and status influence the buying behavior of women. Better understanding of the buying behavior enables marketers in proper segmentation of the market, targeting the chosen segment with the right set of marketing mix and in positioning its offering.om the websit.