Study to Analyze the Effect of Online Reviews and Smart Phone Buying Behaviour of Customers
Nitesh Kanojiya, Pooja Sharma
Journal of Digital Information Management, Vol. 22, No. 1, 2024.
DOI: https://10.6025/jdim/2024/22/1/8-16
Link: https://www.dline.info/fpaper/jdim/v22i1/jdimv22i1_2.pdf
Abstract:
Consumer behaviour towards mobile phones is increasingly becoming a focus of marketing research. In particular, consumer buying behaviour in the mobile phones industry, and online reviews of the existing customers from adoption motivation to post-usage behaviour has become a significant focus of research in the field of marketing. The results of the research confirm that online reviews play a vital role and influence consumer behaviour towards mobile phone purchase decisions by affecting their perception, motivation, and lifestyle. India is one of the fastest-growing economies in the world, and the mobile phone industry is growing very fast. For consumers, mobile phones have become essential parts of personal and business life. There is a continuous increase in disposable income; there has been a major shift in the attitude and aspirations of consumers. This research analyses the influence of online reviews and buying behaviour in mobile phone purchases. The recent growth of mobile phone usage is an observable fact that crosses all age and gender boundaries. Hence, this research explores through quantitative analysis some of the key factors believed to affect consumers' attitudes and behaviours towards mobile phone purchases.