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

Author

Listed:
  • Jyotirmoy Samanta

    (Department of Management Studies, National Institute of Technology, Durgapur-713209, West Bengal, India.)

  • Neelotpaul Banerjee

    (Department of Management Studies, National Institute of Technology, Durgapur-713209, West Bengal, India)

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.

Suggested Citation

  • Jyotirmoy Samanta & Neelotpaul Banerjee, 2016. "A Comparative Study on Factors Affecting Consumer’s Choice on Purchasing a Cellular Phone across India & US," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 6(6), pages 59-67, June.
    • Handle: RePEc:mir:mirbus:v:6:y:2016:i:6:p:59-67
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    References listed on IDEAS

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    1. Se-Joon Hong & James Y. L. Thong & Jae-Yun Moon & Kar-Yan Tam, 2008. "Understanding the behavior of mobile data services consumers," Information Systems Frontiers, Springer, vol. 10(4), pages 431-445, September.
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