Effect of Pricing on Consumer Purchasing Behaviour with Reference to Smartphones

Effect of Pricing on Consumer Purchasing Behaviour with Reference to Smartphones

U. SARUMATHI1, A. RAHAMATHUNNISA2

1.                   PG students, Department of Commerce, Theivanai Ammal College for Women (Autonomous), Villupuram, India.

2.                   Asst. Professor and Head of the Department, Department of Commerce, Theivanai Ammal College for Women (Autonomous), Villupuram, India.

Abstract

The study finds out how the brand image and quality or performances of the smartphones influence its price. This paper also analyses the elements of the consumer attributes influencing the purchasing decision. The study has used the primary data where a structured questionnaire was given to the respondents and the sample size is 100. The study shows the result that the smartphone uses prefer the quality and it has the greater impact on pricing and they accepted that brand image influence the price and element to identify the best quality smartphones. The study has used the tools like correlation analysis, ANOVA to analyse the data.

Keywords:  Consumer Behaviour, Pricing, Brand, Smartphones, Quality.