Abstract
Till the late 1990s owning a mobile phone was considered to be a luxury in India. But, in the recent past, it has been observed that the ownership and use of mobile phone has become a necessity, and to some extent a part of life-style in form of a fashion accessory. With the reduction in service charges and the cost of handsets, the number of mobile phone users in India has increased manifold.
The key objective of the research study was to identify and compare underlying motivational factors influencing buying of mobile phones in case of urban vis-a-vis rural customers that were conveniently selected from the Vadodara City and its surrounding villages. The researchers have compared and analyzed the buying behaviour of urban, as well as, rural customers on selected criteria viz., price, quality, style, functions, and brand that acts as motivators for both rural and urban customers in buying of mobile phones. This research study is based on exploratory research design that required primary data collected using structured-non disguised questionnaire supported with personal interviewing of the selected urban and rural customers to offer results and put forward findings of the testing of formulated hypotheses by applying suitable tests of significance to offer implications in formulation and modifications of marketing strategies concerning motivational factors influencing buying of mobile phones.
