Young Consumers’ Demeanour towards Smartphones: With a Special Reference to Gender based Predilection for its Features Dr. Jhaveri Chetan A.1, Sood Gunjan2 1Institute of Management, Nirma University, India, chetan@nirmauni.ac.in 2Institute of Management, Nirma University, India, gunjansood@nirmauni.ac.in Online published on 21 August, 2017. Abstract With the tremendous upsurge in the usage of smartphones by masses; none of the classes and creeds are left out in upgrading their earlier basic phones to Smartphones. However younger generation deserves a special mention; for them, Smartphones are essential gadget, while for elder generation it is still a luxury unless their income permits. Today a lot of new players are entering this market and trying to tap it. Due to the fierce competition manufacturers are coming up with advanced features. This has enhanced options for buyers to choose from. This Research paper focuses on young consumers’ preference towards smartphone brands and features and whether this preference is affected by their gender. This should help manufacturers understand the market better. A study was carried out in a group of students in Ahmedabad. The collected data was analyzed with descriptive statistics, t test and Chi-Square test. The aim is to find out what convinces consumers the most, is it the features or the brand of the handset; and if there is any gender bias in terms of the choices. Top Keywords Young Consumers, Smart Phones, Consumer Preferences, Smartphone features, Brand Choice. Top |