IMPACT OF BEHAVIORAL AND PSYCHOGRAPHIC FACTORS WHILE PURCHASING MOBILE

This study aims to examine the impact of behavioral and psychographic factors on mobile phone purchase decisions among young consumers in Amravati City. In today’s digital environment, mobile phones are an important part of everyday life for young people. Due to the availability of many brands and models, young consumers carefully evaluate various factors before purchasing a mobile phone. Behavioral factors such as usage habits, brand preference, price sensitivity, and product features, along with psychographic factors like lifestyle, personality, attitudes, and personal values, strongly influence their buying decisions. Understanding these factors helps marketers and companies better meet the needs of young consumers. The research adopts a descriptive research design to study the purchasing behavior of young consumers in Amravati City. Primary data were collected through a structured questionnaire from 100 young consumers of Amravati City, selected using the convenience sampling technique. Secondary data were gathered from books, journals, and previous research studies related to behavioural factors such as brand preference, usage pattern, price sensitivity, and product features, as well as psychographic factors including lifestyle, personality, attitudes, and personal values. The collected data were analysed using simple statistical tools such as percentage analysis, mean, median, and graphical representation. The findings of the study indicate that both behavioural and psychographic factors play a vital role in influencing mobile phone purchase decisions among young consumers. Features such as camera quality, battery life, storage capacity, and performance emerged as key behavioural determinants.