Dr. R.S. Mishra

ABSTRACT

In recent years, the adoption of mobile phones has been rapid so fast not only in India but also in the whole world. Owning a mobile phone was considered a luxury in India till the late 1990’s. However with the reduction in service charges & the cost of handsets the number of mobile users in India soon increased. Mobile phones have become a need than a fashion accessory. The aim of the study is to investigate & understand the behavior of consumers of mobile phones in Varanasi district & the Allahabad District. And further capture their satisfaction level that is influenced by various technical & non technical factors. The study indicates that while price & features are the most influential factors affecting the purchase of a new mobile phone, its price, audibility, network accessibility, are also regarded as the most important in the choice of the mobile phones.