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

Jyotirmoy Samanta, Neelotpaul Banerjee

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.

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References


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DOI: http://dx.doi.org/10.18533/ijbsr.v6i6.971

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