Abstract: The present study aims to analyze customer perception towards mobile phones using the Theory of Planned Behaviour (TPB). This study explores how attitude towards mobile phone, subjective norms, and perceived behavioural control affect consumers' attitudes towards buying and using smartphones. Data analysis is done using statistical tools descriptive analysis, reliability analysis, KMO and Bartlett tests, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). Based on the results of reliability and validity, it can be concluded that the measurement model is statistically valid and appropriate for further analysis. Educational statistics indicate that attitude towards mobile phones, subjective norms and perceived behavioural control significantly and positively influence the behaviour intention which has a positive influence on the actual smartphone usage behaviour. The study also reveals that younger and more educated consumers have more positive perceptions related to the mobile phone, including their technological characteristics, convenience, social connectivity and digital accessibility. Based on the model fit index results, it can be concluded that the proposed structural model fits the collected data, and the proposed structural model is valid in explaining customer perception towards the use of mobile phones.
According to the study, customer perception is an important factor which determines the intention of buying a smartphone and its usage behaviour. The results offer valuable information for marketers, mobile phone manufacturers, and policy makers for designing their marketing strategies, improving the quality of their products, boosting satisfaction of customers, and maintaining competitiveness in the fast-changing smartphone industry.
Keywords: Customer Perception, Mobile Phones, Smartphones, Behavioural Intention, Structural Equation Modeling, Theory of Planned Behaviour (TPB), Consumer Behaviour.
Title: Customer Perception towards Mobile Phones: A Theory of Planned Behaviour (TPB) Perspective
Author: V. P. Padma, Dr. T. Kannan
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 14, Issue 1, April 2026 - September 2026
Page No: 358-370
Research Publish Journals
Website: www.researchpublish.com
Published Date: 11-May-2026
