An Analytical Study of Influencing Purchase Intention Of Customers Towards Purchasing of Smart Phones Brands in Mumbai City

The intense rivalry has become a trigger in marketing in this globalization period, and the technology business is rising swiftly from year to year. The smartphone is a modern mobile phone technology device that has become a part of people’s daily lives and has complete functionality or more than simply a regular phone. Brand recognition is related to the functions of brand identities in consumers’ memory and can be reflected by how well consumers can identify the brand under various conditions, such as in the purchase of smartphones by consumers, where they are measured and analyzed, and in the brand recall of smartphone companies by customers, where their experience with the product is shared with their friends and relatives. The consumers’ preferences towards the characteristics of smartphone companies are measured, as well as the competition of smartphone firms in the market. In urban India today, there are more than 27 million Smartphone users, accounting for 9% of all mobile phone users. This Study evaluated the conceptual model based on the data collected from 251 Mumbai-based smartphone users. Results via the structural equation modeling with AMOS software indicated that brand recall, brand recognition, and promotional strategies all directly or indirectly explain purchase intention. Brand recall, brand identification, and promotional strategies have a positive relationship with the actual purchase, according to the findings. There was no evidence of price consciousness having a mediating effect.