The behavior of consumers towards branded mobile is increased and hence I am focusing on its marketing research. In particular, consumer buying behavior in Chennai city towards the purchase decision, their perception, usage, motivation, and lifestyle. India is one of the fast growing country of smartphone industry. Consumer behavior has become essential parts of personal and once professional life. There is a continuous increase in disposable income towards there major shift in the attitude and aspirations of buying branded mobiles. This research is to analyze the external and internal factors which influence a consumer's decision in purchasing branded mobiles. The research also focuses on consumer attitude on brand and consumer buying behaviour. The recent growth of smartphone usage is an observable fact that crosses all age and gender boundaries. Hence, this research is explores through quantitative and qualitative analysis.

study, consumer, mobiles, branded