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| Article Name : | | | MOBILE PHONE USAGE PATTERNS AMONG INDIAN CONSUMER – AN EXPLORATORY | | Author Name : | | | SRINIVASA RAO BEHARA AND M. V. SURYANARAYANA | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-2666 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | In recent years, the adoption of mobile phones has been rapid so fast not only in India but also in the whole world. Owning a mobile phone was considered a luxury in India till the late 1990's.However with the reduction in service charges & the cost of handsets the number of mobile users in India soon increased. Mobile phones have become a need than a fashion accessory. The aim of the study is to investigate & understand the behavior of consumers of mobile phones in Srikakulam District& the Visakhapatnam District. And further capture their satisfaction level that is influenced by various technical & non technical factors. The study indicates that while price & features are the most influential factors affecting the purchase of a new mobile phone, its price, audibility, network accessibility, are also regarded as the most important in the choice of the mobile phones. The prime objective of the study is to understand the difference in the importance given by different gender groups to the selected factors while buying mobile handsets. The study concludes 57% of male has given importance to Quality of mobiles followed by price, features, Brand & style of mobiles. | | Keywords : | | - Mobile Handsets, Gender Groups, Consumer behavior, Factors.,
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