Factors Affecting Smartphone Purchase among Indian Youth: A Descriptive Analysis

Sujata Joshi · Yatin Jog · Abhijit Chirputkar · Shrivastava Noopur · Doshi Ruchi

15 citations0/0 files storedIndian Journal of Science and Technology

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Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour Consumer Market Behavior and Pricing

Abstract

Background/Objectives: The objective of this study is to understand the technology and hardware factors affecting the purchase of smartphones among Indian youth. Methods/Statistical Analysis: Various studies have been done on factors affecting smartphone purchase decisions of the youth. However, very few studies, especially in Indian context, have focussed on technology and hardware factors. Primary data was collected by means of survey and around 306 responses were observed onto which regression and factor analysis have been carried out to generate a more precise analysis of behaviour of youth. Findings: The study showcases that the young student’s choice of smartphone is affected by five factors namely as Technology factors, Hardware factors, Basic factors, Brand factors and Financial factors. Out of these, Technology has the most significant influence. OS version and Hardware featureshave a significant effect on young student’s choice while purchasing a smartphone. This study will be helpful to smartphone manufacturers and cellular service providers not only to understand how and what inclines a youth towards the smartphone but also give an idea of what features might be needed to make better sale of smartphone in the younger generation. It will help them know the range of factors that behave as a trigger towards a smartphone purchase and to know what technological, hardware and software, branding and financial factors must be considered. This study will also be useful to telecom managers and smartphone manufacturers to understand smartphone requirements of the youth segment and accordingly align their product design, sales and marketing communications strategy. Applications/Improvements: The scope of this research is limited to youth aging between 18-25 years. This can be further enhanced to a broader age group thus increasing the scope for smartphone manufacturer. Keywords: Descriptive Analysis, Hardware Factors, OS Version, Smartphone Purchase, Technology, Youth

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2019Understanding the Influence of Utilitarian and Hedonic Factors on Buying Behaviour of Gen Y while Purchasing Smartphones

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