Main Article Content
Smartphone industry has been booming since 1983.Since then, there have been many large mobile phone companies stepping their foot into the industry. Nowadays people seem to become dependent towards smart phone due to its convenience, great camera features, easy applications installations, and more importantly, it can do must of the computer functions on the go. This research is carried to understand the various factors which influence the purchase intension of the consumer and also helps to understand the mindset of different consumer while buying a smart phone. Mobile handsets are primary essentials for people across the world. The main aim of customer buying behavior is to meet and satisfy the needs and the wants of the target customers. Both primary and secondary data were explored. In the current highly competitive mobile phone market, manufacturers constantly fight to find additional competitive edge and differentiating elements to persuade consumers to select their brand instead of a competitor’s.