Factors influencing the decision of Mobile Handsets purchasing among youths: A case study of Delhi and NCR

The cell phone market is experiencing tough competition amongst all the cell phone sellers, each providing cheaper and attractive handsets. A variety of handsets has been launched to attract the customers. In the backdrop of this scenario, this study was conducted to understand how customers place these companies in their mind. This study tries to judge the perception of respondents by taking into account top-end features, basic features, brand image, economy, additional features, and versatility physical characteristics provided by handset sellers with the help of factor analysis. The study suggests that the handset sellers should be considering the above mentioned factors to equate the opportunity.