BUYING BEHAVIOR OF ‘GEN Y’ TOWARDS SMARTPHONE OF ANDROID

Q4 Business, Management and Accounting

Restaurant Business Pub Date : 2019-10-17 DOI:10.26643/rb.v118i10.9572

J. Manikandan, M. Premkumar

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Abstract

Every generation has its own Characteristics. They have been affected by the changes of world and vice versa they changed the world. Soon a new generation will rule the world and marketers have to prepare for it. Smartphone of Android is a mobile device which is more than merely make and receives phone calls, text messages, video calls and voice mail etc.,. The basic feature of Smartphone is able to access the internet. It can also access digital media such as picture, photos, music and videos etc. The expansion of Android mobile communication technology e.g. wireless internet, mobile phone and Global Positioning System (GPS) are constantly evolving and upgrading as a result of Gen Y changing needs and preferences. Thus the main purpose of this paper is to investigate the buying behaviour of “Gen y’ towards Android mobiles in Thiruchirappalli. The data are collected through questionnaire and the sampling technique is convenient sampling technique. For statistical analyses, SPSS used and Statistical tools like percentage analysis, ANOVA, Correlation, Chi-square and‘t’ test applied. The findings were based on the Research hypothesis, demographic profile and various dimensions of buying behaviour of ‘Gen Y’ towards Smartphone of Android. Suggestions and Conclusion are based on these findings. This paper is important for the marketers to understand the buying behaviour of ‘Gen Y’ towards Smartphone of Android and their purchase decision to more competitive.

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Y世代对安卓智能手机的购买行为

每一代人都有自己的特点。他们受到了世界变化的影响，反之亦然，他们改变了世界。很快，新一代将统治世界，营销人员必须为此做好准备。Android的智能手机是一种移动设备，它不仅仅是拨打和接收电话、短信、视频通话和语音邮件等。智能手机的基本功能是能够访问互联网。它还可以访问图片、照片、音乐和视频等数字媒体。由于Y世代不断变化的需求和偏好，Android移动通信技术（如无线互联网、手机和全球定位系统）的扩展正在不断发展和升级。因此，本文的主要目的是调查“y一代对Thiruchirauseri的Android手机。数据是通过问卷收集的，抽样技术是一种方便的抽样技术。对于统计分析，使用了SPSS，并应用了百分比分析、方差分析、相关、卡方和非’检验等统计工具。研究结果基于研究假设、人口统计概况和各种维度“Y世代”对安卓智能手机的购买行为。建议和结论是基于这些发现。本文对市场营销人员了解“Y世代”对安卓智能手机的购买行为以及他们的购买决策以提高竞争力具有重要意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Restaurant Business Business, Management and Accounting-Tourism, Leisure and Hospitality Management

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