A study on brand preference among mobile phone users in tirunelveli district

Abstract

Human beings are the most rapidly developing living things in the whole university. newlineParticularly the development achieved by the human beings in the last few decades is manifold newlinecompared to the development a century ago. And these developments are in no way going to stop newlinein the near future. One of the most enchanting modern developments that is ruling the whole newlineworld in the present context is the mobile phones. The mobile phone companies spend a lot of newlineamount in developing innovative features. The main objective of the study is to analyse the newlinerelationship between the physical features, technological features, marketing strategies and brand newlinepreference. The primary data was collected with the help of Structured Questionnaire; and also newlinethe required information was gathered through questionnaire method and Interview schedule. newlineThe researcher has targeted 570 sample respondents from the nineteen blocks of Tirunelveli newlineDistrict. Among the 570 respondents, only 507 respondents responded properly. From that 507, newlineonly 486 complete responses were selected for the present research. However, respondents have newlinebeen selected by Convenience sampling technique from Non probability sampling method. The newlinecollected data was carefully processed, edited and tabulated for analytical purposes. The present newlineresearch outcomes are physical features, technological features and marketing practices. When newlineall these features are combined in a perfect mixture and provided in a particular brand, that will newlinebe the most preferred brand for the customer and will remain so for a long time. This is what newlineevery company will look forward in a market scenario and this is where the present research has newlineprovided valuable insights for a mobile phone company. But beyond everything, it is also a newlineuniversal truth that nothing is permanent. As is visible in the case of Nokia which was one of the newlineleading mobile phone company a few years ago, is now not preferred by many.