Volume : VIII, Issue : III, March - 2018

FACTORS INFLUENCING THE PURCHASE DECISIONS AMONG YOUTH SEGMENT TOWARDS SMARTPHONES IN NAMAKKAL DISTRICT

Dr. K. Kasilingam

Abstract :

 

The behaviour of youths toward smartphone is increasingly as a focus of marketing research. In particular, youth’s behaviour in smartphone industry, from adoption motivation to post–usage behavior it has become a major focus of research in the field of marketing, especially within their behavior. As, India is one of the fastest growing economies in the world, the smartphone industry in India is growing very fast and for consumer’s in market smartphone has become essential parts of personal and business life. For this, 125 youths have been selected in Namakkal district by using convenience sampling method. The collected data were analyzed and interpreted using percentage analysis, mean score analysis and Correlation analysis. This research found that the factors price, period of using the smartphone and time spent on using smartphone having a dominant influence on the purchase decision of youths in Namakkal district.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. K.Kasilingam, FACTORS INFLUENCING THE PURCHASE DECISIONS AMONG YOUTH SEGMENT TOWARDS SMARTPHONES IN NAMAKKAL DISTRICT, INDIAN JOURNAL OF APPLIED RESEARCH : Volume-8 | Issue-3 | March-2018

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