India is expected to become world's second largest smart phone market by the end of 2016. This leap is the result of the increasing penetration of affordable smart phones in the country. Out of the 26.7% smart phone users in India, 13% are college students between the age group of 18–24 years. The major objective of this study was to identify the factors which influence the choice of a smart phone by college students in Chennai. The method used for data collection was random sampling of 100 students from various colleges followed by extensive data analysis. This study established the significance between customer buying behaviour, students as major stake holders and product sales for smart phones. The data analysis revealed that the functions/specifications, weight, thickness and price collectively influence the buying behaviour of college students. This study could help manufacturers in designing student friendly models of smart phones, especially for the Chennai region and for the country in general.
Buying behaviour, Market scenario, Functions/Features, Data analysis, Affordable smart phone
