Consumer Buying Behaviour While Purchasing a Mobile Phone – A Marketing Research Study
Gaurav Maurya,
Under the Guidance of Ms. Priyanka Kumari
Master of Business Administration
Galgotias University
ABSTRACT
In the rapidly evolving digital era, mobile phones have become essential tools for communication, productivity, entertainment, and social connectivity. Their ubiquity and multifunctionality have significantly shaped consumer preferences and behaviors, particularly in urban regions such as Delhi NCR. This study aims to explore and analyze consumer behavior patterns towards mobile phone purchases, considering various influencing factors such as brand perception, pricing, technical features, design, advertising, peer influence, and buying platforms (online/offline).
Using a descriptive research design, the study surveyed 100 respondents from diverse demographic backgrounds across Delhi NCR, including students, working professionals, and entrepreneurs. Data was collected using a structured questionnaire and analyzed through percentage analysis and correlation methods to understand behavioral trends and inter-variable relationships.
The research reveals that brand image plays a critical role in influencing purchase decisions, with Apple (iPhone) and Samsung being the most preferred brands. Younger consumers (aged 18–30) exhibit the highest purchasing activity, with a significant number influenced by peer suggestions and online reviews. Additionally, the study finds that while online platforms are convenient, many consumers still prefer to purchase mobile phones from physical retail outlets to experience the product firsthand. Advertising, particularly digital and influencer-led campaigns, was found to be moderately influential in swaying consumer decisions.
The findings of this research have practical implications for marketers, mobile manufacturers, and retailers operating in the Delhi NCR market. Companies can refine their marketing strategies, product offerings, and sales approaches to align with the expectations and preferences of their target audiences. This study also lays a foundation for further academic research on urban consumer behavior in the technology product domain, highlighting emerging trends and the evolving nature of decision-making in the digital age.
