A STUDY ON MARKETING AND CONSUMER BEHAVIOUR IN CELL PHONE INDUSTRY

Abstract

Consumer behaviour provides producers with knowledge that is essential for designing goods or services. Additionally, consumer behaviour influences the structure of the marketing mix and any adjustments that must be made. Setting marketing objectives requires an understanding of customer behaviour. It will be challenging to manufacture what the producer can sell without knowing the notion of customer behaviour, which is a part and subpart of modern marketing. Many company choices nowadays are influenced by the demands of the customer. Consumer behaviour has an impact on a company's pricing, location, and marketing plans. Therefore, customer behaviour is crucial to modern business. The aims of the study are to study demographic nature of the sample respondents and to examine the purchasing Behavior of Mobile Phones. The most important factor that determines the research's outcome is its methodology. It includes a systematic approach to research that assures and makes it easier for the researcher to provide accurate results. Any research's reliability is determined by the methodical approach used for data collecting and analysis. For this investigation, both primary and secondary data were employed.300 sample respondents were chosen using the convenient sampling technique from the research region. Kendall's ranking approach was used to compare the degree of satisfaction with age and gender and rank the numerous factors that consumers used to choose a particular personal care product.