A Study on Youth Consumer Behaviour towards Purchasing Smart Phones with Special Reference to Tirupati City in and Around

This study examines the buying behavior of youth consumers towards smartphones in Tirupati and surrounding areas. The research focuses on identifying key determinants such as price, brand image, technological features, online reviews, and promotional strategies influencing purchase decisions. A sample of 286 respondents was selected using cluster sampling, and data was analyzed using percentage methods. The findings reveal that youth consumers are highly price-sensitive, brand-conscious, and technology-driven, with strong reliance on digital platforms and peer influence. The study also highlights rational decision-making behavior, including comparison of alternatives and need-based purchasing. Furthermore, social and psychological factors moderately impact buying behavior alongside functional attributes. The research concludes that marketers must adopt value-based pricing, strengthen brand equity, and leverage digital marketing strategies to effectively target youth consumers. The study provides significant insights for smartphone companies to align their strategies with evolving consumer preferences in a competitive market environment.