Vol. 2, Issue 12, Part E (2016)

Abstract
Today, mobile phones are used for diverse purposes as compared to the purposes for which they were used during its initial days of introduction. With a plethora of brands available in market, at comparable prices, and the perception that mobile phones are a necessity rather than a luxury, consumers consider many factors while making a purchase decision. This study is an attempt to uncover the underlying factors that influences consumers while choosing a mobile phone. In order to accomplish the objectives of the study, both primary and secondary data were explored. Major factors influencing consumer choice were identified from literature and the opinions on them were captured from the respondents using the validated questionnaire. The questionnaire was posted on various web channels. 130 respondents who completed the survey constituted the sample for the study. The result showed that quality of the product is the most important factor influencing the choice, followed by mobile phone features. Actual need triggers the need to purchase mobile phones. Touch screen and design and style are the most preferred aspects of the ‘look and feel’ of the mobile phones. The results of the study provide insights to the players in the market in fine-tuning their product, pricing and promotional strategies accordingly.