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Factors Affecting Smartphone Purchase Decisions of Generation-Y and Generations-Z: The Indian Scenario
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The objective of the paper is to identify the factors responsible for the purchase decision of smartphones among the youth of India. The country is the second-largest market for smartphones next only to China. The research work was carried out in India with the sample being Generation Y and Z users of the product. The research design included the use of survey method with samples from metro & tier- 1 cities. Multiple regression was performed and factors that influence the choice of the smartphone were identified. Tool used was SPSS. The paper concludes that in an emerging economy like India, the purchase decision criteria that emerge as winners are specifications, attractive features, brand value, and celebrity influence. This could be a starting point for companies to develop their strategies for the Indian, emerging market consumers
Keywords
Smart-phones, Factors, Purchase Decision, Indian Consumer, Generation Y and Z
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