A study on Brand preference of Smart Phones among Customers at Vellore District

India is the second largest consumer market in the World. The Indian consumer profile has been developed and changed in terms of education, income, occupation, and reference group and media habits. There is a shift in consumer brand preference for durables products for the past decade with the invasion of modern technology. Branding has always been an important aspect of marketing. Brand is a powerful differentiator in a highly competitive market place. India since liberalization has been the favorite destination for the telecom service providers and its related companies. This study deals with perception of the consumers towards the emerging and existing mobile brands and attempts to find consumer’s preferences about different mobile features which influences their buying behavior. The research was performed to explore with regards to the brand preference of the customers residing at Vellore District, Tamil Nadu. The responses were collected from 100 respondents from different class of customers. The respondents were governments employees, private sector employees, students, business men and homemakers. The respondents were requested to rate their views for the list of statements focusing on the brands currently used, price, features available, brand requirements, satisfaction level, benefits acquired etc., The collected data were tabulated, coded and evaluated using SPSS tools like chi square test, one-way ANOVA, correlation and frequency tabulation.