PERCEIVED RISK & PRICE IN E-SOURCES: ANALYSING PURCHASE DECISIONS IN BUYING MOBILE PHONES

The behaviour of a consumer in buying a mobile phone or a smart phone has a significant difference among individuals. There is a rapid growth among the smart phone industries in India. In turn, the number of Smartphone buyers using online shopping websites has a stupendous growth. This study focuses and investigates on the factors which influence the purchase decisions of consumers in buying mobile phones online using shopping websites. A research model is derived from the articles supporting the study. Perceived Price (PP), Shopping Experience (SE), Perceived Value (PV), Social Media Marketing (SMM) and Perceived Risk (PR) are the independent Variables and Purchase Decisions (PD) is the dependent variable taken into consideration for the study. Moreover, empirical type research is adopted for the study. The sampling method used in the study is convenience sampling where 230 questionnaires were distributed online. 202 respondents were recorded out of which 8 responses are either incomplete or invalid. Therefore the sample size is 194. The study shows that the perceived price and perceived risk has a significant influence on the purchase decision.