Article
Consumer Behaviour and Brand Loyalty towards Smartphones in Tiruchirappalli Town
The smartphone industry has witnessed remarkable growth over the last decade, transforming communication, information access, entertainment, and commercial activities. Consumer behaviour towards smartphones is influenced by several factors such as product quality, price, brand image, technological features, social influence, and after-sales service. Understanding these factors is essential for smartphone manufacturers and marketers to develop effective strategies for customer retention and brand loyalty. The present study examines consumer behaviour and brand loyalty towards smartphones among consumers in Tiruchirappalli Town. The study employs a descriptive research design and collects primary data through a structured questionnaire from smartphone users. Statistical tools such as percentage analysis, Chi-square test, t-test, one-way ANOVA, and correlation analysis are used to analyse the data. The findings reveal that brand reputation, product performance, and customer satisfaction significantly influence brand loyalty. The study concludes that smartphone companies should focus on innovation, service quality, and customer engagement to enhance long-term loyalty among consumers.