Published Paper Details:

Consumers' use of smartphones is becoming an increasingly important topic for brands and marketing researchers. Research in the area of brand marketing, particularly consumer behavior, is increasingly focusing on the customer's behavior in the smartphone business, from adoption, motivation, and post-usage behavior. An Android smartphone may be used for much more than just making and receiving phone calls; it's also a multimedia hub, a tool for tracking one's health and fitness data, and a means of video conferencing. The findings of the study show that consumers' perceptions, motivations, and lifestyles are influenced by the regulatory emphasis on smartphone purchases. The goal of this research is to discover and examine the underlying external and internal elements that influence a consumer's decision to purchase a smartphone in today's highly competitive market. the study. Some of the most important elements that consumers' attitudes and actions toward purchasing a smartphone are examined quantitatively in this study. Using 154 samples, this study aims to demonstrate the moderating influence of product quality and consumer psychology on Samsung and one plus buying behavior towards the market. Product quality and consumer psychology have a substantial influence on a person's choice to buy Samsung and one plus mobiles. There is a considerable amount of data analysis being done here. Product quality and consumer psychology were utilized as independent factors in a regression study to examine the impact on purchase choices of the Samsung mobile phone and one plus phone.