CUSTOMER PREFERENCES AND SATISFACTION TOWARDS MOBILE PHONES- THE CASE OF SELECT DISTRICTS OF PUNJAB

There will be more mobile phones then the people in India by the year 2015. The inflow of many mobile manufacturers offering mobile phones at considerable lower prices have made it possible in India to afford a mobile phone virtually by anybody. Indian market is spread across both sides of the spectrum with large masses available at higher end and lower end mobile phones. Henceforth the need arises to meet the demands and preferences of this huge market segment. This study will highlight the various factors responsible for influencing the purchase decisions of customers while buying a mobile phone in Punjab and also an effort has been made to study the customer preferences and the satisfaction level towards mobile phones in Punjab. A sample of 250 respondents from four districts of Punjab participated in the survey. Some of the research techniques used in the study includes chi-square and factor analysis.