• KALWAKURTHY SHARATH CHANDRA
• Dr. A. Prabhu Kumar

The main objective of this research is to know about the customers’ buying behaviour with regard to mobile phones. It helps to know the basis on which customers chooses a particular brand when he/she purchases a new handset. The project also helps to learn about the promotional factors and the features of the mobile phones that influence the purchase decision of the customer. The data was collected in Hyderabad from 252 respondents through a questionnaire with a 5point Likert Scale. For the better understanding, the collected data was analysed using the SPSS software (Statistical Package for Social Sciences). The factors influencing the buying behaviour are found out accordingly. The respondents level of agreement towards their mobile brand are analysed in order to find which mobile brand performs better among the brands considered. This also helps in understanding how the organization’s efforts are being translated into results can be analysed based on the data of the customer satisfaction. Analysing and interpretation was carried out by various statistical analysis techniques like descriptive analysis, Factor analysis, testing the hypothesis through Chi Square. It can be inferred that every company has to analyse their customers’ behaviour before launching a product or a service and design a right marketing mix so that the products and services offered by the companies should be made according to the requirements of the customers. Through this the company can maintain long-term relationships with the customers and sustain for a longer period of time in the market.

"STUDY OF THE FACTORS INFLUENCING THE CUSTOMER’S PURCHASE DECISION OF MOBILE PHONES IN HYDERABAD REGION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.950-957, June 2019, Available :http://www.jetir.org/papers/JETIR1907C91.pdf

"STUDY OF THE FACTORS INFLUENCING THE CUSTOMER’S PURCHASE DECISION OF MOBILE PHONES IN HYDERABAD REGION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp950-957, June 2019, Available at : http://www.jetir.org/papers/JETIR1907C91.pdf