Browsing by Author "Savitha, Nair"

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    CONSUMER PREFERENCE TOWARDS MOBILE PHONES: AN EMPIRICAL ANALYSIS
    (International Journal of Applied Research, 2016) Savitha, Nair; N, Nivea Nelson; R, Karthika
    Today, mobile phones are used for diverse purposes as compared to the purposes for which they were used during its initial days of introduction. With a plethora of brands available in market, at comparable prices, and the perception that mobile phones are a necessity rather than a luxury, consumers consider many factors while making a purchase decision. This study is an attempt to uncover the underlying factors that influences consumers while choosing a mobile phone. In order to accomplish the objectives of the study, both primary and secondary data were explored. Major factors influencing consumer choice were identified from literature and the opinions on them were captured from the respondents using the validated questionnaire. The questionnaire was posted on various web channels. 130 respondents who completed the survey constituted the sample for the study. The result showed that quality of the product is the most important factor influencing the choice, followed by mobile phone features. Actual need triggers the need to purchase mobile phones. Touch screen and design and style are the most preferred aspects of the ‘look and feel’ of the mobile phones. The results of the study provide insights to the players in the market in fine-tuning their product, pricing and promotional strategies accordingly.
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    CONSUMERS‟ ADOPTION OF ONLINE FOOD ORDERING SERVICES IN TIER-II CITIES: AN EMPIRICAL ANALYSIS
    (The Mattingley Publishing Co., Inc, 2020-01-30) Savitha, Nair; N, Elangovan
    In recent times, the cities in India are witnessing growing preference foronlinefoodordering and delivering services. India‟sonlinefoodservices industry is growing at a rate of 15 % every quarter in terms of dailyfoodorders with the revenue touching US$ 7730 million in 2019. Statistics indicate that consumers of the country have welcomed these services wholeheartedly. On the supplyside, the industry is becoming highly competitive with several international, national and local players. Logistics, faster deliveries, a wider selection of menu and competitive prices seem to be important in garnering competitive advantage and wider acceptance. This study is an attempt to understand the factors influencing consumers‟ adoption ofonline foodordering services among consumers residing in tier-II cities with special reference to Coimbatore city.The conceptual model is proposed based on theconstructs adopted from the Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) theory.Primary data has been collected using a validated questionnaire. 414 respondents who took up the survey constituted the sample for the study. The significance of relationships among the constructs has been analyzed to arrive at meaningful insights. The results of the study can guide the marketers in understanding consumers better and framing suitable strategies for meeting their expectations