1. Managing the Exploratory Tendencies of Consumers towards Mobiles: An Empirical Investigation.
- Author
-
Mor, Kiran and Sapra, Geetu
- Subjects
CELL phones & society ,CONSUMER behavior research ,LIFESTYLES ,INDIANS (Asians) ,BRAND loyalty ,ATTITUDE (Psychology) - Abstract
Today through cellular phone has change life style and working method of peoples in India as well as whole world, now we able to contact anybody anywhere at any time. The mobile handset industry in India has been an attractive investment destination for the global manufacturers. Several Researches has been done to assess the validity of Exploratory Tendencies in Consumer Behaviour Scale (ETCBS) but none has been done specifically in Indian context and that too on Mobiles. The study examines the validity of ETCBS and relative importance of its various factors for Mobiles in Indian context. Data were collected from 892 respondents from New Delhi between the age group of 21-60 years, who were highly involved in making purchase decisions for mobiles. After conducting CFA it was found that model fitted successfully in Indian scenario for mobiles and brand switching came out as the most important factor of exploratory tendencies followed by exploration through shopping and interpersonal communication. Marketers should focus on creating brand loyalty amongst the customers [ABSTRACT FROM AUTHOR]
- Published
- 2015