Academic journal article IUP Journal of Marketing Management

Focus

Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

People are now shifting from basic mobile technology to smartphone technology. Smartphones have replaced palmtop computer. Smartphones have relatively large screen size for a mobile and an operating system capable of running general applications. In addition to SMS and making calls, these phones can be used to display photos, play videogames, check and send e-mails, surf web and avail many additional latest features. The key players in smartphone market are BlackBerry, Apple, Nokia, Samsung, Sony, Lenovo and LG. The first paper, "Consumer Preference Towards Smartphone Brands, with Special Reference to Android Operating System", by Mithilesh Pandey and Neelam Nakra, focuses on consumer preferences towards smartphone brands. The study reveals that one of the major factors for selecting a smartphone is Operating System (OS). Android operating system has captured more than half of the market share. The findings show that android and iOS are the most preferred operating systems and Samsung is the most preferred brand. Price, screen size and RAM size are the attributes which decide the brand preference.

The second paper "An Analysis of the Factors That Influence the Influencers' Recommendations with Regard to the Purchase of Automotive Lubricants for Two- Wheelers", by Debanjan Saha and Ramamirtham Gopal, focuses on the factors that influence workshop mechanics' (influencers') recommendations with regard to purchase of automotive lubricants for two-wheelers. The paper suggests that marketers should segment their customers based on their psychographic profile and design customized market intervention initiatives to cost-effectively achieve the desired positive brand recommendation. The study offers insights into the factors influencing the customers in the purchase of automotive lubricants. The research can be extended to cover other service products like medical, legal, investment and travel services.

The third paper "Leisure Shopping in the Supermarket Setup: A Behavioral Study", by Saranya Ariyanayagam and V R Ragel, focuses on leisure marketing in the supermarket setup. …

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