A STUDY ON THE MOBILE PHONE BRAND PREFERENCES OF YOUTH IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The mobile phone has become a vital aspect of everyday life, especially among young people who are the primary users of smartphones. The swift advancement in technology and fierce rivalry among manufacturers have expanded the options available to this demographic. This research intends to explore the brand preferences for mobile phones among the youth in Madurai City, identify the elements that impact their brand selection, assess their levels of satisfaction, and investigate their tendencies to switch brands. The research employs a descriptive approach and relies on primary data from 100 young respondents through a structured questionnaire. Data collection utilized convenience sampling methods. Additionally, secondary information was sourced from various books, academic journals, websites, and industry publications. For data analysis, statistical techniques including percentage analysis, ranking methods, Chi-square tests, and Likert scale assessments were applied. The results indicate that factors such as price, camera quality, and features significantly influence mobile phone brand preferences among young consumers. The study also finds that this demographic exhibits moderate loyalty to brands and is open to switching if they find better features at competitive prices. Recommendations for mobile phone manufacturers include focusing on providing value, embracing technological advancements, and ensuring efficient after-sales support to attract and maintain young consumers in Madurai City.

References

1. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
2. Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11th ed.). Pearson Education.
3. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
4. Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111–126. https://doi.org/10.1016/j.dss.2006.05.009
5. International Data Corporation (IDC). (2023). India smartphone market share report. Retrieved from https://www.idc.com
6. Statista. (2023). Smartphone market share in India. Retrieved from https://www.statista.com

 

Keywords

Mobile Phone Brands, Youth Consumers, Brand Preference, Customer Satisfaction, Madurai City