iarjhssIARJHSSIARJHSS2708-6267https://doi.org/10.47310/iarjhss.2021.v02i02.035Assessment of Factors Influencing the Brand Preference of Mobile Phones among Post Graduate Students of Home Science CollegeVarnamRadhikaVelivelliVijayaLakshmiResearch scholar, Department of Resource Management and Consumer Sciences, College of Community Science, Professor Jayashankar Telangana State Agricultural University, Hyderabad, IndiaProfessor and University Head, Department of Resource Management and Consumer Sciences, College of Community Science, Professor Jayashankar Telangana State Agricultural University, Hyderabad, IndiaMobiles have become an integral part of life as we depend on it right from communication to marketing. Most of the students are using mobile phones for their study purpose. The present study was conducted to know about the consumer satisfaction and brand preference of mobile phones. An exploratory research design was adapted with a sample size of 15 respondents from Home Science College by using simple random sampling technique. Structured interview schedule was developed to collect the data. Results revealed that most of the respondents were satisfied with their mobiles and brand name, durability; features and price of the mobile phone have the great influence on students brand preferences. Majority of the respondents associated the mobile phone price with quality of phone while culture had less impact on choice of mobile phones.