• Dr. S.Leela

Abstract Mobile phones have become a necessity in the daily lives of consumers. However, due to advancements in technology the mobile phone industry has shown rapid growth, and this makes it important for marketers to obtain information on brand preferences for mobile phones. Branding has always been an important aspect of marketing. Brand is a powerful differentiator in a highly competitive market place. It provides the company the power to deflect competitive moves. A strong brand rings trust, confidence, comfort and reliability in the customer’s mind. Brands live in the minds of consumers and are much more than just a tag for their recognition and identification. They are the basis of consumer relationship and bring consumers and marketers closer by developing a bond of faith and trust between them. The promise of brand is consistent with reliable quality, service and overall psychological satisfaction. The present paper focuses on the study of brand preference for mobile phones with reference to the college students.

Type of mobile phones, smart phones-kinds , Customer preference. Customer likes and dislikes.

"BRAND PREFERENCE MOBILE PHONES OF COLLEGE STUDENTS IN VILATHIKULAM TALUK", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.475-480, June 2019, Available :http://www.jetir.org/papers/JETIR1907C30.pdf

"BRAND PREFERENCE MOBILE PHONES OF COLLEGE STUDENTS IN VILATHIKULAM TALUK", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp475-480, June 2019, Available at : http://www.jetir.org/papers/JETIR1907C30.pdf