A STUDY ON FACTORS THAT INFLUENCE CUSTOMERS PURCHASING DECISIONS ON MOBILE PHONE IN CHENNAI CITY

Dr. P. SANKAR

Volume : VI, Issue : I, January - 2016

A STUDY ON FACTORS THAT INFLUENCE CUSTOMERS PURCHASING DECISIONS ON MOBILE PHONE IN CHENNAI CITY

Dr. P. Sankar

Abstract :

The one ight spot in ICT in India is the explosive growth in use of the mobile cell phone. Currently, mobile phone use amounts to 791 million, approximately 67% of the population (based on a population size of 1.2 billion), with the rural base growing at the fastest rate. Mobile phones have an inherent advantage over traditional ICT. They do not require the same infrastructure needs, such as a wire line connection, consistent source of electricity, or relatively frequent servicing. They are also more affordable in comparison to PCs. People take into account various factors while they decide purchasing a mobile phone. This study has put efforts to uncover the underlying factors those affect customers in choosing mobile phone. Data were collected from those people live in Chennai city maintaining equal ratios of various groups like male, female, businessmen, employees, students and others (mostly housewives). To select desired respondents, convenient sampling method was used. A structured questionnaire designed based on previous study with five point Likert scale was used to interview respondents. Factor analysis was applied to extract the underlying factors affect mobile phone purchasing decision. The results show that the most important factor is physical attributes. Some other factors are pricing, charging and operating facilities, size and weight, friends’ and colleagues’ recommendations, neighbors’ recommendations and advertising.