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.

Article : Download PDF

Cite This Article

Article No : 2

Number of Downloads : 412

References

  1. Evolution of the Mobile Phone - From Simple To Smart. TigerMobiles.com. (2021).Retrieved 1 April 2021, from https://www.tigermobiles.com/evolution/.
  2. KUMARI, K. (2017). A STUDY ON BUYING BEHAVIOR IN SELECTING MOBILE PHONES WITH REFERENCE TO TIRUPUR CITY. INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD, 3(11), 75-82.
  3. Mittal, P., & Bali, D. (2018).FACTORS AFFECTING CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONES. Journal Of Management (JOM), 5(4), 465–480. Retrieved 30 March 2021, from Available online at http://www.iaeme.com/JOM/issues.asp?JType=JOM&VType=5&IType=4.
  4. Sahu, P., &Agrawal, D. (2020).A Study of consumers purchasing behavior towards mobile phones with special reference to Bilaspur city of Central India. Journal Of Xi'an University Of Architecture & Technology, XII(V), 2142-2150.
  5. Sata, M. (2013).Factors Affecting Consumer Buying Behavior of Mobile Phone Devices. Mediterranean Journal Of Social Sciences, 2, 8-15. https://doi.org/10.5901/mjss.2013.v4n12p103
  6. Rout, D., Janakiballav Mishra, S., Kantha, D., & Thakur, S. (2021). A STUDY ON CUSTOMER BUYING BEHAVIOR TOWARDS MOBILE PHONES IN BHUBANESWAR. Science, Technology And Development, IX(VII), 90-105.
  7. Ganlari, D., Kr. Deka, P., &Dutta, C. (2016).A study on consumer buying behavior of mobile phones. Journal Of Management In Practice, 1(1), 1-26.
  8. Bhinde, H., & V. Joshi, S. (2017). A study of customer buying behavior towards mobile phones with special reference to Value+ store, Nashik.Retrieved 30 March 2021, from https://www.researchgate.net/publication/333488207_A_study_of_customer_buying_behavior_towards_mobile_phones_with_special_reference_to_Value_store_Nashik.
  9. Kim, J., Kim, J., & Johnson, K. (2010). The Customer-salesperson Relationship and Sales Effectiveness in Luxury Fashion Stores: The Role of Self Monitoring. Journal Of Global Fashion Marketing, 1(4), 230-239. https://doi.org/10.1080/20932685.2010.10593074
  10. Shrestha, S. (2016). Influencing factors on consumer buying behaviour of smart phones – a research on the buying behaviour of young consumer in Kathmandu, Nepal(Undergraduate). Turku university of applied sciences.
  11. Kumari, D. (2020). Online Shopping A Case Study. Journal OfXidian University, 14(6), 1731-1738. https://doi.org/http://xadzkjdx.cn/
  12. Pantano, E., &Priporas, C. (2016). The effect of mobile retailing on consumers' purchasing experiences: A dynamic perspective. Computers In Human Behavior, 61, 548-555. https://doi.org/10.1016/j.chb.2016.03.071
  13. Saprikis, V., Markos, A., Zarmpou, T., &Vlachopoulou, M. (2017). Mobile Shopping Consumers’ Behavior: An Exploratory Study and Review. Journal Of Theoretical And Applied Electronic Commerce Research, 13(1), 71-90. https://doi.org/10.4067/S0718-18762018000100105
  14. Katyal, D. (2017). Factors Affecting Smartphone Purchase Decision: An Empirical Study. International Journal Of Engineering Research & Technology (IJ, 5(11). Retrieved 29 March 2021, from http://www.ijert.org.
  15. Rahim, A., Safin, S., Kheng, L., Abas, N., & Ali, S. (2016). Factors Influencing Purchasing Intention of Smartphone among University Students. Procedia Economics And Finance, 37, 245-253. https://doi.org/10.1016/s2212-5671(16)30121-6
  16. Shabrin, N., Khandaker, S., Bin AbulKashem, S., Kit Hie, C., &Susila, T. (2017). Factors Affecting Smartphone Purchase Decisions of Generation-Y. The Journal Of Contemporary Issues In Business And Government, 23(1), 47-65.