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Asian Journal of Research in Business Economics and Management
Year : 2012, Volume : 2, Issue : 4
First page : ( 68) Last page : ( 82)
Online ISSN : 2249-7307.

An empirical study of factors influencing buying behaviour of youth consumers towards mobile hand sets: A case study in coastal distrcts of Odisha

Dr Das Debadutta, Lecturer

Management, CDCE, F.M. University, Balasore-756019.

Online published on 10 April, 2012.


Connecting communities across continents have shrunken the world into the small desktop. Tremendous flows of information and revolution in communication technology have pivotal impact on the world community and global business. The conglomerates around the globe plugged into this information super highway in order to ensure their competitive edge in the global commerce. In this direction mobile handsets contribution is revolutionary. In this study, we mainly focused on identifying the factors which influence the consumer behavior while they intend to make their purchase decision of mobile handsets. This research put some light to peep in to the consumer's black box. Consumer behavior is an integral part of human behavior and cannot be separated from it. The present study is an empirical research based on survey method. Through simple random sampling 1200 samples were collected from the 11 coastal districts of Odisha, as majority of the mobile handset owners reside in these districts. The collected data were coded, calculated and analyzed with the help of statistical tools like percentages, chi-square test; Paired T-test model employed this study. From the study find out students out numbered using the mobile phone services and also low income group people are attracted by mobile phones and they bought it by credit system. This push those into the debt trap.



Consumer behavior, Mobile Handset, consumer satisfaction.


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