A framework to assess the smartphone buying behaviour using DEMATEL method in the Indian context

Abstract

Smartphones with state-of-the-art technologies have now become the most used mode of communication. This research aims to study customer buying behavior when purchasing a smartphone. The novelty of this research is to propose a contemporary framework for customer buying behavior. A two-phased methodology is adopted to determine the essential factors of customer buying behavior and their inter-relationship. Primary data was collected separately for both phases. The respondents in phase 1 were the customers, and in phase 2, the respondents were the marketing experts. When a customer buys a product, he does not evaluate the decision factors in isolation but relates them with other factors. This study revealed that product features such as processing speed, camera quality, storage, etc., are considered necessary by the customers and inter-relationship among these decision factors. A marketing strategy is proposed to help marketers understand customer buying behavior based on the analysis. This will further enable a focused segmentation, targeting, and positioning strategy (STP) to capture the market share. Furthermore, by applying the DEMATEL technique, the study could determine the essential decision factors of customer buying behavior and their inter-relationship, making it a multi-dimensional approach.

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