A STUTY ON BRAND PERCEPTION OF MOBILE PHONE PREFERED TO SALEM CITY

“A STUDY ON BRAND PERCEPTION  OF MOBILE PHONE PREFERED TO SALEM CITY”

BHARATH R1, SUDHAKAR R2
1Assistant Professor, Department of MBA,

Paavai Engineering College,Namakkal, Tamilnadu,

2PG Student, Department of MBA, Paavai Engineering College,Namakkal, Tamilnadu, India

ABSTRACT
Cellular phone market in India is one   of   the tempestuous and turbulent market environments today due to increased  competition     and     uncertainty.     Thus     it directs to study on customer purchasing behaviour and their brand preferences towards choice brand between different mobile phone brands. The focus of this research is towards examining the teenagers and youth segment. The purpose of this study is to investigate customer’s choice criteria in mobile phone markets by studying factors that influence the teenager’s and youth’s brand preferences while buying a mobile phone in Coimbatore town. In order to accomplish the objective of the study, a sample of 80 consumers was taken by using simple random sampling technique and analyzed the data to provide a better suggestion.

Keywords— Brand preferences, Customer behaviour, Decision making, Brand image and quality, Mobile Phones