Consumer Buying Behaviour While Purchasing a Mobile Phone - A Marketing Research Study

Pratiksha Gupta; Anamita Guha

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Consumer Buying Behaviour While Purchasing a Mobile Phone - A Marketing Research Study

Pratiksha Gupta Anamita Guha

Subject area: Management and Commerce · Area of research: Marketing

Abstract

This research investigates the key factors influencing consumer buying behaviour in the Indian mobile phone market. With mobile phones becoming indispensable in daily life, this study examines the preferences, motivations, and decision-making patterns of consumers, particularly among students and young professionals. Using both qualitative and quantitative research methods, data was collected through structured surveys and interviews. The findings suggest that price, brand image, product features, and digital influences like online reviews significantly affect consumer decisions. The research provides actionable insights for marketers looking to understand and respond effectively to consumer needs in a highly competitive industry.

References

[1] Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

[2] Solomon, M. R. (2019). Consumer Behavior: Buying, Having, and Being. Pearson.

[3] Sata, M. (2013). "Factors Affecting Consumer Buying Behavior of Mobile Phone Devices," Mediterranean Journal of Social Sciences, 4(12), 103–112.

[4] Nanda, A., Panda, R. K., & Sethi, R. (2018). "A Study on Mobile Phone Buying Behavior among Students," International Journal of Management Studies, 5(1), 18–27.

[5] Kumar, S., & Ranjan, R. (2020). "Influence of Online Reviews and Ratings on Consumer Purchase Decisions in Smartphone Market," Journal of Marketing Research, 12(3), 55–64.

[6] Chaturvedi, S., & Dubey, A. (2021). "Digital Influencers and the Changing Landscape of Mobile Marketing," Indian Journal of Marketing, 51(4), 23–30.

How to cite this paper

Pratiksha Gupta, Anamita Guha "Consumer Buying Behaviour While Purchasing a Mobile Phone - A Marketing Research Study" Iconic Research And Engineering Journals Volume 8 Issue 11 2025 Page 1851-1853

Pratiksha Gupta, Anamita Guha "Consumer Buying Behaviour While Purchasing a Mobile Phone - A Marketing Research Study" Iconic Research And Engineering Journals, vol. 8, no. 11, May. 2025

Pratiksha Gupta, Anamita Guha (2025). Consumer Buying Behaviour While Purchasing a Mobile Phone - A Marketing Research Study. Iconic Research And Engineering Journals, 8(11).

Pratiksha Gupta, Anamita Guha "Consumer Buying Behaviour While Purchasing a Mobile Phone - A Marketing Research Study" Iconic Research And Engineering Journals, vol. 8, no. 11, May. 2025.

@article{1708752,
      author = {Pratiksha Gupta, Anamita Guha},
      title = {Consumer Buying Behaviour While Purchasing a Mobile Phone - A Marketing Research Study},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {11},
      pages = {1851-1853},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1708752.pdf},
      abstract = {This research investigates the key factors influencing consumer buying behaviour in the Indian mobile phone market. With mobile phones becoming indispensable in daily life, this study examines the preferences, motivations, and decision-making patterns of consumers, particularly among students and young professionals. Using both qualitative and quantitative research methods, data was collected through structured surveys and interviews. The findings suggest that price, brand image, product features, and digital influences like online reviews significantly affect consumer decisions. The research provides actionable insights for marketers looking to understand and respond effectively to consumer needs in a highly competitive industry.},
      month = {May},
  }