Authors: Divyansh Kumar, Sutej, Dr. Rashi Malik (Associate Professor)
Abstract: The behaviour of consumers towards smartphones has become a central focus of marketing research. This study aims to explore the behavioural patterns influencing mobile purchasing decisions among consumers in the Indian market, with special reference to Delhi-NCR. Through a quantitative approach involving structured questionnaires administered to 100 respondents, the research identifies the key internal and external factors affecting mobile phone purchase decisions, including brand influence, social motivation, pricing, technological features, and advertising. The findings reveal that brand image, pricing, peer influence, and online advertising are significant determinants in consumer preferences. The paper concludes with implications for marketers and mobile manufacturers to design effective strategies addressing evolving consumer behaviour.
DOI: https://doi.org/10.5281/zenodo.17638194
