*Professor & Head, S. V. Institute of Management, Gujarat. India
**Assistant Professor, S. V. Institute of Management, Gujarat. India
***Assistant Professor, Department of Business Management, Sankalchand Patel College of Engineering, Visnagar, Mehsana, Gujarat, India
****Dean, Faculty of Management, Kadi Sarva Vishwavidyalaya, Gandhinagar, Gujarat. India
Online published on 17 April, 2013.
The study intends to unfold the changing consumer behavior of youth towards preferences as well as attitudes for mobile handsets. The study is based on primary data collected from the users of mobile phones in areas of North Gujarat. Youngsters (Aged between 15–30 years) i.e. college going students and their friends, family and relatives who are mobile phone users were contacted with the help of well-drafted pre-tested structured questionnaire. The study reveals interesting facts about consumer behavior of youth towards preferences and attitude towards mobile handsets.
Youth, Youngsters and Mobile Phones and Mobile Handset Market in India
