International Research journal of Management Science and Technology
ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST
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PERCEPTION MEETS PRACTICALITY: HOW BRAND IMAGE SHAPES SMARTPHONE CHOICES IN REGIONAL INDIA
1 Author(s): PRAKHYAT KUMAR ROY
Vol - 16, Issue- 4 , Page(s) : 54 - 67 (2025 ) DOI : https://doi.org/10.32804/IRJMST
This study investigates the interplay between brand image and practical attributes in shaping smartphone purchasing decisions in regional India. Based on a survey of 328 respondents, the research analyzes age demographics, brand preferences