Main Article Content
Abstract
A consumer’s decision to buy a product or service is the result of interplay of many forces or stimuli. Consumer choice process is a complex phenomena. Selection of the product or services get involved many process. Especially for the selection of durable products, the customer has to spend much time to evaluate and choose the best based on their requirements. After the opening up of the economy in the 90s, People are so busy, they are not able to spend enough time to choose the right product or services as they wish. The study Endeavour to carry out a comprehensive study on brand preference of Mobile Phones. This study refined the factors that will influence the brand preference of Mobile Phone, addressed the preliminary issues relating to selection of a brand and pre purchase behavior of the respondents. Moreover it reveals the factors that contribute more on brand preference which will be more relevant and useful for general public as well as the manufacturers and dealers and also provides means which would equip them with effective marketing strategies to improve their performance, retain the customers and secure new customer for the business.