IMPACT OF MEDIA ON PURCHASE DECISION OF YOUTH
Youth between 15-30 age group , constitute an important target segment for the different companies. The media has a positive role to play in moulding youth. Media moulds the character of citizens by providing information, education , and entertainment to them. There are different types of media used by the companies to influence the purchase decision of the consumer. Consumer behaviour is the study of how people buy , what they buy, when they buy and why they buy. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavoural variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Although mobile phones have become a fundamental part of personal communication during the last few years. As mobile phone markets are one of the most turbulent market environment today due to competition and change. Thus it is of growing interest to look at the consumer buying decision process, and throw light on the factors that determine consumer choices between different mobile brands.There are numerous factors that need to be taken into account when exploring mobile phone buying decision. It is important to distinguish between buying behavior referring to the choices between the different mobile models and brands. As mobile market is typical technology push driven market where there are ample of models. There are more than 20 brands of mobile floating in the market in order to seek a command on the market. Few brands are Alcatel, Benq, Bird, Blackberry, Eten, Geo, Haeir, Imate, LG, Motorola, Nec, Nokia, O2/XDA, Palmone, Panasonic, Pantech, Philips, Qtek, Sagem, Samsung,...
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