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  The IUP Journal of   Brand Management :
Factors Contributing to Brand Positioning of Smartphones Among College Students in Chennai: A Study
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The paper aims at studying the smartphone usage among college students in Chennai through a sample survey of 120 respondents. It explores selected aspects related to brand positioning of smartphones and identifies the common sources of information about smartphones, the most important reasons for choosing smartphones and the most common uses to which they are put. It also explores the difference between male and female college students in the context of brand positioning of smartphones. Further, it identifies four factors that influence brand positioning of smartphones through the method of factor analysis.

 
 
 

Chennai is a fast growing metropolitan city. The use of smartphones has seen a spectacular growth in the city. Not too long ago, phones were an expensive and luxury product, used only for making and receiving calls. But now we see phones (i.e., mobile phones in particular) everywhere. For instance, everybody has a phone in Chennai, be it a student, a retired elderly person or a blue-collar worker. And most users have shifted from simple feature phones to smartphones. Smartphone is a mobile phone with several functionalities of a computer. It has touch screen interface, internet access and operating system. It is capable of running downloaded applications. The first smartphone was introduced by IBM during the mid 1990’s followed by Nokia, Ericsson and others. Blackberry and Apple’s iPhone have been noteworthy trend setters. Today, there are plenty of new players in the market who are manufacturing and selling smartphones.

Brand positioning creates mental perceptions regarding the brand in consumers’ minds, and thus helps the marketer to sell the same. The paper studies the brand positioning of smartphones among college students in Chennai.

 
 
 

Brand Management Journal,Demographic Profile and Purchase of Smartphone,Purpose of Using Smartphone, Hypotheses Development.