Publication

Abstract : Mobile phones have become the part and parcel of human life and it was once considered to be a luxury and now it has become a necessity and with this there have been a large number of companies and India is one of the leading markets for mobile phones based on several factors and there are large number of companies offering medium range phones to this segment. It has become a bit difficult for people to choose mobile phones and also companies are finding it challenging to differentiate from the clutter, so the companies will have to understand the factors that influence the purchase decision of audience and in the recent past there has been a large increase in migrant laborers traveling across India and this segment has a unique set off filters based on which they select mobile phones. This paper aims at understanding how this market of migrant laborers choose mobile phones and what factors influence their choice and for this purpose migrant laborers located in tier two and tier three city were selected. one of the major differences found from other papers is the importance of advertisement being in the top priorities of the factors affecting the buying behavior. The other factors that affect the buying decision are camera, storage, battery, offers, experience etc. this study gives an insight to the migrant labour market.