Main Article Content
This study is based on the seven important factors influencing buying behaviour of Gen Y.1 in purchase of mobile phones in south Kerala districts. Gen Y.1 means those who are born between 1996 and 1992 i.e., age category 25-29. This also study about Gen Y.1’s preference towards online purchase of mobile phones, reason for choosing online purchase over the traditional retail purchase and consumers brand preference of mobile phones. Here in this study the dependent variable is ‘consumer buying behaviour’ and the independent variable are the seven factors influencing buying behaviour of Gen Y.1such as physical appearance, price, brand, core technical features, quality, shopping experience and after sales services.This study may also help various mobile manufacturing companies to focus on production of budget phones than expensive mobile phones and also it help the manufacturing companies to give more attention to offline shopping in south Kerala districts even though online shopping is trending among youngsters in now a day.