A Study on Rural Students Online Behaviour towards Purchase of Branded Smart Phones in Namakkal District

Abstract

Brand preferences are usually studied by attempting to profile and understand loyal consumers. It is the indicator of the strength of a brand in the hearts and minds of customers. Brand preference represents which brands are preferred under assumptions of equality in price, battery durability, camera resolution and so on. In recent times smart phone plays a significant role among the users to meet up their numerous objectives by operating their desired smart phone. This research is intended to describe and analyze student’s level of brand preference mobile phones purchase buying behaviour in Namakkal district. The study used to collect data through questionnaires based survey. 300 college students are selected to this survey in rural district of Namakkal District. The collected data were analyzed through chi-square analysis. Results indicated that brand choice, value/ worth of the mobile phones, frequency of changing mobile phones, screen size have significantly effects on the satisfaction of the students. This will give a conclusion on how do students perceived brand among different criteria in order to take the decision in purchasing the brandedmobile.