Transformation has happened in the way mobile phones are being used by people across the world. From being a product of luxury it has got transformed to a product of necessity. This book tries to identify the factors that people consider as essential while buying mobile handsets. The objective is to provide a latest insight to marketers so that necessary strategic actions can be implemented. This book has tried to uncover the potential gap that exist between the findings of empirical researchers done in the past.

Dr. Anupama Chirag Dave - Professor Assistente no Marwadi Education Founation's Group of Institution, Rajkot. Doutorado, MBA, MCom, UGC NET (Gestão). Dr. Mamta Brahmbhatt - Professor Associado - Estratégia & QT (BBA, DCA, MBA, M.Com, Ph.D., UGC_NET (Mgt.), SLET (Comércio))