Garg, Nitasha (2012) INFLUENCE OF BRANDING ON THE INDIAN CONSUMER’S PURCHASE DECISIONS FOR MOBILE PHONES. [Dissertation (University of Nottingham only)] (Unpublished)

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Mobile phones are the most frequently used device used by the individuals on daily basis. This, demand for mobile phones have brought about a high level of competition amongst the suppliers. More and more companies are entering this market. With this huge demand and supply the concept of consumer empowerment has come into place. With the introduction of a huge chunk of players in the market the consumers seek to find the right deal for them amongst the huge choices available.

Thus a need to carry out an exploratory research in the mobile phones market arose. The idea behind the research was to find out the extent of confusion within the consumers with the advent of innovation and technology, and the comparison made by them the various companies to arrive at their final choice.

At the onset various literatures in this respect were gathered, thereafter research was undertaken through the interviews to arrive at a result. The result of the interviews speaks that the confusion, which exists within the market, is because of various models of mobile phones and service plans etc.

It was analyzed that the Internet is playing a vital role to reduce the potential as it offers all the details of the mobile phones along with the ratings and reviews of the consumers. It also gives a comparative analysis of the different brands etc. To cut through this competition the suppliers now are promoting themselves as a better brand and attracting customers.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 04 Aug 2014 11:01
Last Modified: 23 Oct 2016 02:32

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