TO STUDY THE FACTORS INFLUENCING SMARTPHONE PURCHASING DECISIONS: A Consumer Brand Preference Study

This study provides a comprehensive picture of smartphone purchasing behaviour among consumers in Tamil Nadu. The findings confirm that product quality, battery performance, brand reputation, and pricing are the dominant factors shaping purchase decisions. The youth demographic — particularly unmarried students aged 20–25 — constitutes the core market segment and is primarily oriented toward entertainment and education. For manufacturers, the priority should be to deliver high battery life, durable screens, and competitive pricing in the Rs. 10,000–15,000 bracket, while investing in showroom experiences and social media engagement. Customer referral programs hold significant potential, given that 64.5% of respondents would recommend their current phone to others. The high satisfaction rate (71.1% satisfied; 28.1% highly satisfied) and positive overall experience (95.9%) underscore the importance of post-purchase support in sustaining brand loyalty. Future research could expand the sample size and geographical scope to validate these findings at a national level.

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