Consumer Buying Behavior of Smart Phones *

Abstract

The cell phones have all qualities and features that qualify them to be called as a mini computer. 'Such handheld compact gadgets that offer both communication and computing are known as Smart phones'. A recent research presents that India has overtaken even the U.S. and has qualified to be the world's second-largest smartphone market by the users. The future projections say that a billion smartphone sales would be generated in the coming five years. India is a market wherein the leading smartphones brands in the world involve in cut throat competition and make every possible effort to win the Indian customer. This research paper is aimed at studying the consumer buying behaviour with respect to smart phones in India specifically at the Delhi/NCR region. The purpose of this study is to understand two major consumer decisions while buying a smartphone: 1. Which smartphone to buy (brand)? 2. From where to buy (online / brick & mortar store)? The store chosen for this purpose is Croma Electronics, Connaught Place (Near Odeon theatre) where a live study of the consumer buying behaviour was conducted.