Brand Preference towards Smartphones among College Students in Coimbatore City, Tamil Nadu
G. Saranya1, G. Yoganandan2
1G. Saranya, Department of Management Studies, Periyar University, Salem (Tamil Nadu), India.
2Dr. G. Yoganandan, Department of Management Studies, Periyar University, Salem (Tamil Nadu), India.
Manuscript received on 02 December 2019 | Revised Manuscript received on 20 December 2019 | Manuscript Published on 31 December 2019 | PP: 809-811 | Volume-8 Issue-4S2 December 2019 | Retrieval Number: D11891284S219/2019©BEIESP | DOI: 10.35940/ijrte.D1189.1284S219
Open Access | Editorial and Publishing Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Consumers’ preference towards branded smartphones has been focused as important in the current scenario. Therefore the objective of this study was to investigate the determinants of brand preference in Coimbatore city. This study employed descriptive statistics and Analysis of Variance. Data were collected in Coimbatore city among arts and science college students. Standard questionnaire has been distributed among the students and sample size for this study was 100 respondents using convenience sampling. The results showed that the smartphone manufacturers has to concentrate on high end features in the smartphones with advanced technology in order to fulfill the urge of the customers satisfaction and also to take steps to reduce the price of the smartphone because of the huge demand arises among customers. Brand price plays a major role because being college students the price has an impact in the purchase of smartphones.
Keywords: Brand, Consumer, Preference, Smartphone, Students.
Scope of the Article: Social Sciences