Volume : 7, Issue : 5, MAY 2021

THE VARIABLES THAT IMPACT THE CHOICE OF RETAIL FORMAT FOR CUSTOMERS (RESIDING AROUND THE SOUTH CITY MALL , KOLKATA) DURING THE PURCHASE OF MOBILE PHONES: AN EMPIRICAL ANALYSIS

MS.SUKANYA DAS (NEE: MITRA MUSTAFI)

Abstract

Now-a-days many consumers are switching from landline phones to mobile phones especially to the smart phone version of it because of the world of benefits it is providing. Starting from online booking of L.P.G., groceries, vegetables to the payment of school, college fees, electricity bills, money transfer. A host lot of things one can do now-a-days through android phones which earlier could not be imagined. So, the variables that are affecting the purchase of mobile phone should be of immense importance to the respective manufacturers. In this present study a pilot survey was conducted among 20 respondents. From there it was found that mainly the consumers while purchasing mobile phones mainly considered the relationship with mobile seller, technical help that the salesperson could provide, features of the mobile phone, the distance the consumers travelled to purchase the mobile phone and the discount the salesperson is ready to provide. For this study 179 responses were collected from residents staying within 5km radius of South City Mall, Kolkata. The survey shows that mostly the demography  of a customer and reliability and relationship with the mobile seller effects the choice of retail outlet during the purchase of mobile phone. This study comes under scope of consumer behaviour.

Keywords

CONSUMER, DISCOUNT, MOBILE PHONE, SALESPERSON, TECHNICAL HELP.

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