BUYING BEHAVIOR OF ‘GEN Y’ TOWARDS SMARTPHONE OF ANDROID

Abstract

Every generation has its own Characteristics. They have been affected by the changes of world and vice versa they changed the world.  Soon a new generation will rule the world and marketers have to prepare for it. Smartphone of Android is a mobile device which is more than merely make and receives phone calls, text messages, video calls and voice mail etc.,. The basic feature of Smartphone is able to access the internet.  It can also access digital media such as picture, photos, music and videos etc. The expansion of Android mobile communication technology e.g. wireless internet, mobile phone and Global Positioning System (GPS) are constantly evolving and upgrading as a result of Gen Y changing needs and preferences. Thus the main purpose of this paper is to investigate the buying behaviour of “Gen y’ towards Android mobiles in Thiruchirappalli.  The data are collected through questionnaire and the sampling technique is convenient sampling technique.  For statistical analyses, SPSS used and Statistical tools like percentage analysis, ANOVA, Correlation, Chi-square and‘t’ test applied.  The findings were based on the Research hypothesis, demographic profile and various dimensions of buying behaviour of ‘Gen Y’ towards Smartphone of Android.  Suggestions and Conclusion are based on these findings.  This paper is important for the marketers to understand the buying behaviour of ‘Gen Y’ towards Smartphone of Android and their purchase decision to more competitive.