Author(s) :   Dr. Asha Chawla

Abstract : Yes, consumer behaviour is a wide area of research that includes all the choices and behaviours people make before, during, and after making a purchase, as well as their post-purchase analyses. It's true that while making purchases, a lot of people now-a-days choose to focus on the newest features, cutting-edge technology, affordable prices, and reliable brands. In a market that is becoming more and more competitive, these choices represent the changing trends and expectations of contemporary customers. This study aims to investigate consumers' preferences about product attributes when they are trying to choose which smartphone to buy. Taking into consideration this, the characteristics that consumers take into account while choosing a smartphone were investigated. The convenience sampling technique was used to select 240 respondents from the sample in order to meet the research's objectives. The outcome shows that the mean of the product features does not significantly differ based on gender. Performance and Price have mean values of 4.30 and 4.38, respectively, indicating that these are highly regarded attributes.

This study evaluates the significance of smartphone features among users in the National Capital Region (NCR) by employing technological theories and methodologies. The Google forms that were used for data collection were distributed online via email, posted on social media and copies of the questionnaires were also given to a random sample of NCR customers. For study, 240 responses in all were taken into account and the data was analysed based on the users' income, gender, age, occupation, and educational status. Five theories were developed and the data were first analysed using an electronic spreadsheet on Google Respondent Analyzer before being run through the Statistical Package for Social Sciences (SPSS). Anova, t-test, weighted average score, and descriptive statistics were further used to measure the variability and test the hypothesis.

Keywords: Smartphones, Purchase Decision, Importance level, Features, NCR.

DOI : 10.61161/ijarcsms.v12i6.3

Pages : 17-25