Abstract

The smart phone industry in India is a growing market with around 36 percent of all Indian mobile users expected to own a smart phone by 2018. There are over 100 mobile phone brands in India right now, and new ones are coming up every quarter. The Indian smart phone industry looks fertile, with new brands entering the market and making space with the existing ones. With budget phones a big hit with the educated middle class, more brands are jostling for space in the segment. At the same time, more expensive models are also gaining popularity. In India it is important for the manufacturers to manufacture user friendly smart phones to reach the people of primary level of students and also Illiterates. With this scenario this study is carried out with the objective to measure the purchasing behavior and brand preference towards smart phone among women in Virudhunagar. It is known that more than 50% of the women in Virudhunagar use the smart phones for the past three years. Majority of the respondents are college students and they give high priority to fashionable models, storage capacity and high resolution cameras. Three fourth of the respondents suggest Samsung as their preferred brand while making their purchase because of quality, brand name and performance.