• Dr. V. ALAGIRISAMY

The main objective of the research was consumer buying behaviour towards mobile phones. Sample size was 100 in all obtained through convenience sampling technique in Chennai. Researcher used tested tools with 5 point scale in the continuum of agreeing. Path analysis was used for data analysis. It is found that there is influence of need and information search on evaluation of alternatives among consumers in Chennai. The analysis also found that there is no influence of need, information search and evaluation of alternatives on purchase decision among consumers in Chennai. Hence, it is concluded that the many models with added product feature and enhancements can be attempted to boost sales.

Need, Information Search, Evaluation of Alternatives, Purchase Decision, Consumer Buying Behaviour and Mobile Phones.

"CONSUMER BUYING BEHAVIOUR TOWARDS MOBILE PHONES: PATH ANALYSIS APPROACH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.637-641, January-2019, Available :http://www.jetir.org/papers/JETIR1901784.pdf

"CONSUMER BUYING BEHAVIOUR TOWARDS MOBILE PHONES: PATH ANALYSIS APPROACH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp637-641, January-2019, Available at : http://www.jetir.org/papers/JETIR1901784.pdf