Evaluating Influence of Social Factors on Women Buying Behaviour of Smartphones in Delhi NCR (India)
Shashank Goel1, Prateek Gupta2

1Mr. Shashank Goel, Department of Management Studies, Vidya International School of Business, Meerut, Uttar Pradesh, India.
2Dr. Prateek Gupta, School of Management, KIET Group of Institutions, Ghaziabad, , Uttar Pradesh, India.

Manuscript received on September 19, 2019. | Revised Manuscript received on 23 September, 2019. | Manuscript published on October 10, 2019. | PP: 1201-1208 | Volume-8 Issue-12, October 2019. | Retrieval Number: L39001081219/2019©BEIESP| DOI: 10.35940/ijitee.L3900.1081219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: The present study was performedexecuted to keep the objective in view to find out the influence of social factors on women buying behavior of Smartphones in National Capital region, INDIA. Survey research was carried out to develop an understanding about the impact of social factors on women behavior towards buying of Smartphone in Delhi NCR region. Questionnaire which was analyzed for its trustworthiness by applying Cronbach’s Alpha was employed to collect the responses of women in five major cities of NCR viz. Delhi, Gurgaon, Noida, Ghaziabad, Meerut. It was revealed from the study that social factors have no noteworthy influence on behavior of working women towards purchase of smartphone. However, social factors had a significant influence on behavior of non-working women towards purchase of smartphone. The outcomes of the study will enable the marketers to have a better knowledge of the women behavior of buying Smartphone and enable them to understand, how the social factors vizreference groups, family and status influence the buying behavior of women. Better understanding of the buying behavior enables marketers in proper segmentation of the market, targeting the chosen segment with the right set of marketing mix and in positioning its offering.om the websit.
Keywords: Social, Smartphone, Buying Behavior, Women, Internet, Mobile.
Scope of the Article: Internet and Web Applications