A STUDY ON BRAND PREFERENCE OF SMART PHONES AMONG SMART PHONE USERS IN TIRUCHIRAPPALLI DISTRICT.

Abstract

The smartphone industry is one of the popular parts of the present dynamic world. The smartphone users are growing gradually, and smartphone users are still just 33.4% of the total population in the smartphone market share, thus making it a very promising market . Though the present mobile markets are more blooming and have the same types of smartphone services, there is a tendency of rivalry for acquiring the new consumer and keeping the existing customers. That’s why customer satisfaction is a captious aspect for smartphone service organizations to keep and to enhance their marketability and profitability In the smartphone industry, there are many types of brands with innovative features available in the market to attract consumers. The main objective of the study is to find out the socio economic background of the smart phone users in Tiruchirappalli District.,to identify the factors for switching from one brand to another and to find the preference for buying smart phones and to test the hypotheses and come to a valid conclusion. A sample of 200 smart phone users has been selected to include in research, and fill the questionnaire for collecting data about their switching and non-switching intentions. The primary data has been analysed with the help of Statistical tools like Kruskal –Wallis test, Friedman test, Mann Whitney test and frequency table analysis have been used to analyse in order to draw meaningful conclusion. Suitable Hypotheses have been framed and tested with the help of the relevant statistical tools in order to arrive at meaningful conclusion. Secondary data has been collected from the offices of District Rural Development Authority, internet, books, articles in journals from both published and unpublished resources for carrying out this piece of research work.

Key words: smart phones, brand switching, brand preference, satisfaction.