IMPACT OF SMART PHONE SPECIFICATIONS ON MILLENNIAL BUYING BEHAVIOR, WITH SPECIAL REFERENCE TO CHENNAI CITY

Abstract

In a decade, smart phone has undergone tremendous changes in their size, hardware’s and software’s. In a competitive market, smart phone companies are competing in introducing new smart phone with the latest technology and updated features so as to grab the minds of consumers. Also, these advanced features were informed by the consumers through advertisement, social media, displaying in the box etc. In this research, researcher aims to find out the purchase pattern of smart phone and the extent of product specification influenced by the millennial on the purchasing decision. In this research, sample size of 130 was used to collect the raw data from the millennial respondents with convenience sampling method. Findings of this study emphasis on the extent of the product specification influence the millennial consumer buying decisions.