Consumer Behaviour of Smartphone Users

Smart phone is need of today. A Smartphone not only fulfill the task of calling and receiving calls but also serve various need of users like internet and social connectivity, multimedia, selfie, health traits measurement, video calling etc. A large number of variables affect the buying decision of Smartphone buyers. Present study is conducted to indentify underlying factors which play lead role in selection and buying of smart phone in highly competitive market. Researchers also explore the demographic characteristics of respondent. Study is conducted in the Rohtak district of Haryana. Study basically based on primary data which has collected from respondent by direct contacted. Non-random "convenient sampling" method is used for selection of desired and competent respondents. Primary data and opinion of respondents is collected with a structured questionnaire with five point likert scale. For analysis of data and factor extract Exploratory Factor Analysis is used with SPSS statistical package. Researchers indentify six factors constituted of 21 variables which influence the buy decision of smart phone. Study reveals that factor Physical Attributes & Guarantee most considered by people while purchasing a smart phone. Special offers and recommendations of family and salesman also play role in buy decision of smart phone. 3rd most influencer factor is domestic brand and size of smart.