A STUDY OF INFLUENCE OF ADVERTISING ON CUSTOMERS’ PERCEPTION TOWARDS MOBILE HANDSETS

Abstract

In India Mobile Handsets industry is one of the fastest growing, and competition oriented industry of India. The rising competition in the Mobile Handsets industry has brought the Mobile Handsets manufacturing companies under pressure to absorb the consumers and this has made the customers more empowered. The more advance in technology of the mobile phones, the higher the rank the user is seen in the eyes of other people. Many people in this world believe that their mobile phones seem to be a fashion statement. It says something about the owner, much like owner clothing. The advertising has primary and energetic impact on buying behavior of customers. With the growth of Mobile Handsets industry in India, it is necessity for effective advertising has elevated. The basic objective of this study is to examine impact of advertising on purchasing behavior of customers and to examine the impact of pricing, features, quality, and brand name on purchasing behavior of customers. A structured questionnaire has been designed and used to collect data. For this research, the researcher chosen the simple random sampling, where the respondents were potential consumers located in Ahmedabad. The number of respondents targeted to answer the questionnaires were 100.Collected data was analyzed using Reliability and descriptive statistics. Demographics such as age, gender, education, occupation and family income were also included. Findings revealed that monthly family income of consumers’ impact on consumer buying behavior.