A Structural Model to Evaluate the Influence of Technology and Marketing Factor with Respect to Smartphone Choice

Abstract

            The Indian mobile industry is the world's fastest expanding, with India adding more mobile connections each month than any other country. The country's telecom expansion creates tremendous opportunities for phone producers, and the entry-level market is the hottest segment for these makers. This study was conducted to evaluate the technological and marketing factors that influence Smartphone choice. In addition to that researcher analyzed Hedonic and Utilitarian Personalities of buyers that influence Smartphone Purchase decisions and suggest strategies for smartphone marketers.This is a form of descriptive research that employs a quantitative method. Samples are 325 respondents who are smartphone holders and using the purposive technique. Data collection methods used in this research is to disseminate the questionnaire to smartphone holder in Chennai market. Data analysis is performed by performing both descriptive analysis and route analysis. The structural equation model results indicate that the brand personality Coefficient is 0.324 and the predicted positive sign means that each unit of value increase in brand personality results in a rise of 0.324 in hedonic behaviour, which is statistically significant at the 1% level. The current study concludes that smartphone technology versus marketing among Chennai residents improves comprehension of consumer behaviour, which is heavily influenced by a product's characteristics, and recommends that consumers decide their purchasing decisions based on numerous technical factors, such as USB connectivity, inbuilt memory, operating systems, social networking integration, media files support MP3/MP4/WAV, GPS, processor, document viewer factors influence product performance of Smartphone, in turn, increases the utility. Similarly, some marketing factors that have a little influence are as good warranty period has strong influence that attracts buyer, followed by stores near location, Professional approach of the salesperson, multi-brand retail store, every day low price and finally store atmosphere attract the buyer.