A Comparative Study on Factors Affecting Consumer’s Choice on Purchasing a Cellular Phone across India & US

Jyotirmoy Samanta () and Neelotpaul Banerjee
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Jyotirmoy Samanta: Department of Management Studies, National Institute of Technology, Durgapur-713209, West Bengal, India.
Neelotpaul Banerjee: Department of Management Studies, National Institute of Technology, Durgapur-713209, West Bengal, India

International Journal of Business and Social Research, 2016, vol. 6, issue 6, 59-67

Abstract: In the hasty budding plethoric technological space, mobile technology & devices play a noteworthy role. It’s imperative to take a cognizance of the fact that mobile market is contributing substantially to global economy as well as to an individual nation’s economy. Mobile devices market is predominantly consumer driven & this research work emphasizes on cross national comparative study among mobile consumers across India & USA. The study focuses on a thirty leading factors that influence consumers principally in their buying decision making process. An empirical survey of four hundred consumers was conducted across India & USA using a questionnaire. The study reveals that ‘Price’ is the pivotal factor that an Indian consumer considers at first place whereas an American buyer stresses upon ‘Brand Name’. Furthermore, it unveils that a US consumer looks for ‘EMI options’ for buying while Indian consumers concentrates on ‘Design of the device’. This study will aid mobile manufacturing firms to frame effective marketing strategies & help marketing managers to design effective marketing communications.

Keywords: Bayesian classifier; Cellular phone; Consumer; India; USA. (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:lrc:larijb:v:6:y:2016:i:6:p:59-67

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