Paper Contents
Abstract
The mobile phone industry is highly dynamic and fiercely competitive, shaped by rapid technological advancements and evolving consumer preferences. This study investigates the factors that influence purchasing decisions for mobile phones, with a particular emphasis on price, brand reputation, product features, social impact, and emerging trends such as sustainability and the role of digital marketing. To gather insights, the research adopts a descriptive approach, drawing on both secondary sourcesincluding industry and academic publicationsand primary data collected from a survey of 300 current mobile phone buyers in the DelhiNCR region. The data was analyzed using established statistical tools (SPSS and Excel), employing descriptive statistics, regression, and correlation analyses. Findings indicate that price and brand reputation remain the predominant factors shaping purchasing choices, while social influence and specific product features also play significant, though secondary, roles. Notably, digital marketing exerts a pronounced effect on younger consumers, and there is an increasing consideration of sustainability and after-sales support in decision-making processes. Based on these results, the study recommends that mobile phone companies prioritize customer-centric strategies, emphasizing innovation, affordability, and trust-building to enhance brand loyalty and maintain competitiveness in the marketplace.
Copyright
Copyright © 2025 Gautam Kumar . This is an open access article distributed under the Creative Commons Attribution License.
