DISCRIMINATING FACTORS AND STRUCTURAL EQUATION MODEL FOR RURAL AND URBAN CONSUMERS FOR BUYING MOBILE PHONE IN KANCHEEPURAM DISTRICT

Abstract

The key reason behind manifold growth of usage of mobile phone in India can be attributed to the reduction in service charges and the cost of handsets. Smart phones turning smarter every passing day, it is the domestic players and new Chinese entrants to the market that continued to challenge global giants like Apple and Samsung in 2015 and the New Year can be much more exciting with the expansion of 4G services. Emerging as a big force in the global smart phones market during 2015, India saw about 75 million devices being shipped in the first three quarters of the year. The pace of the blistering growth was further strengthened by the online channel as many handset makers added e-commerce only devices. The key objective of the research study was to identify discriminating factors influencing buying of mobile phones in case of urban vis-à-vis  rural customers that were conveniently selected from  the kancheepuram district and its  surrounding villages. This research study is based on exploratory research design and required primary data were collected using structured non disguised questionnaire supported with personal interviewing of the selected urban and rural customers. The researchers have compared and analysed the buying behaviour of urban as well as rural customers on selected criteria viz., price, quality, style, functions, and brand that acts as motivators for both rural and urban customers in buying of mobile phones. The researcher has offered results and put forward findings in the form of summary and conclusions which support and help in formulation and modifications of marketing strategies concerning motivational factors influencing buying of mobile phones.