Marketing Strategies. Impact of Value propositions on Customer Buying Behavior pertaining to the Mobile Phone Sector

      Аннотация: The Hi-tech industry operates in a hyper competitive environment, where new and advanced products with umpteen features are regularly entering the market. Due to the cut-throat competition, This industry has shown a Paradigm shift in the market strategies, from market driven to market driving. In the quest for gaining sustainable competitive advantage, value propositions are developed. Value propositions are the benefits offered, which differentiate a product from its competitors, and drives the customers to purchase it. The value propositions identified and studied in this research are Innovative Distribution Channel, Overwhelming Customer’s Expectations, Educating Customers, Redefining Needs, Creating New Price Points, Radical Innovation, Configuration Capabilities, and Technical Compatibility. The research studies the impact of various value propositions on the customers buying behavior. The research also studies the relationship between the value propositions and the demographic profile of the customers.

Ключевые слова: marketing strategies, Value Propositions, Customer buying behavior, Mobile Phones