Vol. 3, Issue 7, Part Q (2017)

Abstract
The smart phone market is emerging as vibrant markets which are growing radically. The growth of mobile phone sector in India has become so remarkable that it has surpassed most of the other industries. The reason behind its rapid growth is the change in life style of consumers and in technology and innovation. Today every human being wants to remain in touch with others all the time and at any cost. Frequent changes and challenges in the mobile phone industry have been made regarding various handset brands on regular basis. The results of the study specify that brand choice plays an important role in the choice of mobile phone. According to the study, majority of the consumers own Samsung mobile phones. Moreover, most of Nokia mobile phone users have a plan to shift to other brand such as Samsung. According the Pearson correlation results, price is the dominant factor affecting the decision to buy mobile phone. Secondly, the features incorporated in a mobile hand set are the most important factor which is considered by the consumers while purchasing the mobile phone. The other factors equally correlated and have moderate relationships with the decision to buy are brand name and durability of mobile phones. Both the factors are highly associated with the quality of mobile phone devices. The least correlated factors are after sales service and social influences. The analysis has shown that the customers were influenced by advertisements made primarily in print media, television, as well as by peer groups and to some extent by the salespersons at the point of purchase.