Buying Behavioural Pattern Regarding Smartphone Users

Consumer buying behaviour is the process of understanding consumers’ selection, buying and using of Smartphone. The purpose of study is to identify pre-purchase factors and post purchase liking attributes of smartphone users in a university of Jorhat. In addition, it investigates awareness about smartphone and brand wise ownership of users. In order to accomplish the objectives of study, a sample of 80 consumers were taken by using simple random sampling technique. The collected data were analysed and tested using descriptive statistics and hypothesis were tested through Phi and Cramer’s V in this study. Results of the survey revealed that Samsung has highest top of mind awareness and users from consumer groups.Research highlighted several new insights about smartphone users’ pre-buying behaviour and post-buying behaviour. Pre-buying behaviour of consumers were influenced by factors namely, price, features, user friendliness, after sales service. Post-purchase liking attributes of smartphone users are mainly availability of social networking application and unique product features. The research concludes that there is no relationship between (a) smartphone ownership and monthly income; (b) frequency of smartphone change and amount ready to spend.