Factors Influencing Consumer Behaviour: Brand Preferences, Usage Patterns and Satisfaction Levels of using Mobile Phones:A Case Study of College Students in Kavali Town, Andhra Pradesh, India

With the rise of science and technology, mobile phone brands and their varied features are seen with every newly introduced model day after day. As a result competition in the market is to its peaks. New marketing and price strategies have become very crucial for increasing market share. In this regard a study is undertaken to detect the consumer behavior of mobile phones. The aim of the study is to investigate and understand the behavior of consumers with regard to mobile phone brand preferences, usage patterns and satisfaction levels among students of Kavali town in Andhra Pradesh. The sample is collected using stratified random sampling. . A structured questionnaire is used for the data collection from the samples. The sample is restricted to only 100 college students, mostly dependents of age group, 15 to 25 years. The factors influencing consumer behaviour including demographic, economic, psychological and marketing factors are taken for the study. The study indicates that purchase of the mobile phones is majorly influenced by family income and parent suggestions. Most of the students are having smart phones as they support a variety of services such as text messaging, MMS, email, Internet access, Bluetooth, gaming and digital photography in addition to telephony. It is found that majority of the students are facing battery problem with their mobile phones and choose to rectify at nearby mobile shops. In the study it is found that majority of the students have their next choice impacted with brand image. Majority of the students are choosing their network based on signal strength and call rates.