An Empirical Study on Factors Affecting Purchase Decision of Smartphone

Asian Resonance(P: ISSN No. 0976-8602 RNI No.UPENG/2012/42622 VOL.-IV, ISSUE-IV, October-2015 E: ISSN No. 2349-9443)   

Abstract


 Nidhi Aggarwal

 Assistant Professor, Deptt. of Business Administration, Meerabai Institute of Technology, Maharani Bagh, Delhi

The purpose of the study is to investigate the factors affecting purchase decision of customers towards smartphone. A seventeen item questionnaire was used to elicit responses from 360 potential customers in Delhi, Noida and Gurgaon. Factor analysis (data reduction technique) was applied on the collected data. The finding of the study resulted in the emergence of five factors viz. Product Features and Cost, Brand, Social Influence, Convenience and Dependency which affects the Smartphone purchase decision of customers in these three regions.

for full paper please visit below link :

http://www.socialresearchfoundation.com/upoadreserchpapers/1/73/1512231152551st%20nidhi%20agarwal.pdf


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