Impact of Promotional Strategies of Mobile Handsets on Purchase behaviour. A rational study on Consumers of Nanded District of Maharashtra in India.

The purpose of this paper is to investigate the buying behavior of consumers in Nanded district and compare the consumers’ behavior of urban and rural consumers. The data is collected from 600 consumers from entire 16 talukas of the said region through a structured questionnaire. To check consumer preferences while making purchase decision we used AHP (analytic hierarchy process). We prioritize factors through AHP. This describes better results. Our findings indicate that whether it is urban or rural area Samsung mobile takes the first position where as rural consumer 22.37% and 19.66% respectively, in the subsequent question the source of information received by the urban and rural consumer was 18.98% from internet and rural consumers 12.88% received information from the local newspaper.

From the study it can also be concluded that the rural consumers have more focus on the functions of mobile phone and they are price conscious and on the other hand urban consumers have more focus on style of mobile phone and brand image. This paper serves as a valuable guideline for management of the companies to review their advertisement campaigns and formulate their strategies according to the needs of consumers.