BRAND PREFERENCE OF MOBILE PHONE AMONG YOUTH IN NASHIK AND MALEGAON

Abstract

The increasing of a telecommunication network and the huge number of there subscriber has made mobile phone as the important medium for communication. Switching mobile phone brand and updating one with the latest technology in the mobile brand has been on the increasing trend as well. Mobile brand preference could be related to various factors like age group, gender, and price of a phone, family monthly income, mobile usage purpose, brand attributes and many more. This descriptive study is based on purposive sampling through structured questionnaire from the 100 respondent only from Nashik and Malegaon. All respondent mention that they are choice of model majorly depends upon communication & receiving email and SMS service provider. Youth use their handset phones only for 1-2 years because they get attracted to the latest version of mobile phone & new facilities, image & quality. MI and iPhone are the most favorable brand. MI provides good facilities in low cost (Rs.10001-20000) & iPhone is preferred by those who insist for brand image.