• Suryam Singh

The impact of smartphones on consumer behaviour has become a major focus of academic research in the field of marketing. The fields of marketing and consumer behaviour have placed a greater emphasis on studying consumer behaviour, and more specifically, how people decide which smartphones to purchase. The findings of this study lend credence to the idea that the regulatory spotlight on smartphones has impacted consumers' outlooks, goals, and actions. Demand for smartphones in India is skyrocketing because the country has one of the world's fastest-growing economies. The introduction of smartphones into the lives of the general public in India has had far-reaching effects. Both consumer expectations and disposable income have shifted significantly in recent years. The purpose of this study is to examine the internal and external factors that play a role in the decision to purchase a smartphone. The relationship between consumers' familiarity with a brand and their choice of mobile platform is studied. People of all ages are increasingly picking up smartphone use. Statistical methods are used to learn more about what influences people's smartphone buying decisions.

"A Study on Mobile Marketing and its impact on Consumer Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.c272-c312, May-2023, Available :http://www.jetir.org/papers/JETIRTHE2036.pdf

"A Study on Mobile Marketing and its impact on Consumer Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppc272-c312, May-2023, Available at : http://www.jetir.org/papers/JETIRTHE2036.pdf