The fascination of digital gadgets amongst\\nyoung consumers worldwide, in particular mobile\\nphones, has presented an opportunity for\\ntelecommunication marketers to target this group. The\\nvast majority of mobile phone users have a personal\\nrelationship with their phones. They no longer regard\\nthem as a mere luxury, but rather as a necessity for\\neveryday life. The mobile phone has attracted massive\\nrecognition all over the world and has millions of users\\nincluding India. There is the continuous development of\\nnew products, frequent changes in the technology and\\ndesign which has reduced the life of the mobile phone.\\nThe features, functions, outer appearance of the\\nsmartphone mobile keep on changes and updated within\\nshort period of time. As a result, large part of the\\npopulation is inclined to buy these updated models. So,\\nthe brand loyalty in Smartphone mobile is a great area\\nof research.\\nThe present study is undertaken in Thane city.\\nThis study examines the general information about\\nsample using Smartphone brand (such as preference of\\nbrand, purchasing year, source of purchasing, best\\nfeature of the brand and overall satisfaction with the\\nbrand). All the information pertaining to the research\\ntopic is collected with the help of structured\\nquestionnaires from the sample respondents. And after\\nthorough analysis and interpretation of data, necessary\\nsuggestions and recommendation are made by the\\nresearcher.\\nThis research study mainly focuses on factors\\ninfluencing people’s (sample’s) brand loyalty towards\\nSmartphone brand in Thane city.

Keywords : Brand Loyalty, Consumer Behaviors, Telecommunication Sector, Smartphone.