International Journal of Applied Business and Economic Research 333 Perception of Mobile Phone Buyers Towards Branded Mobile in Rural and Urban Area of Kanchipuram N.R. Vembu 1 , M. Sivakumar 2 , S. Srinivasan 3 , C. Kathirvel Babu 4 , T. Selvabaskar 5 and G. Veeramani 6 1 Assistant Professor, School of Management, SASTRA University, Thanjavur 2-6 Assistant Professors, Dept. of Business Administration, Sri Sankara Arts & Science College, Kanchipuram AbstrAct Mobile telephones are playing a predominant role in today modern world. It becomes an massive integral part of progress, growth, success and efficiency of the business and world economy. Consumers are considered as a backbone of all business avenues and it associated with all the business activities concern with consumer and consumer satisfaction. The brand acts as via media to consumer to finalize and quickly recognized a product as they are familiar with or other they like very much. The power of a brand facilitates the consumer to buy the product and facilitate them to quick finalization of purchase. A wise attempt has been made in this paper to know the buying thoughts and behavior of rural and urban consumer and find out the feasible priorities while make a purchase decision regarding the process of purchasing the mobiles phones. This study has been conducted through literature study as well as questionnaire used among the 120 respondents of different gender, age, income and their occupation and has been analyzed with statistical tools for getting better results. The study attempts to reveal the urban consumer is more brand style conscious compared to its rural counterpart who prioritizes the utility and price and other factors. It also shows that urban population relies majorly on websites as sources of information where as rural population more lies on T V advertisements and information from mobile phone retailers. This paper paves a suggestive guideline for management to review their advertising modality and modify their mobile functional according to te need of the customer. Keywords: Brand, Hard Users, Purchase Attitude, Brand Recognition, Preference for best, etc.,. IntroductIon 1. The key to rapid economic and social development of the country is mostly depends more on a world telecommunications infrastructure and information. It is more critical not only for the development of International Journal of Applied Business and Economic Research SERIALS PUBLICATIONS PVT. LTD. New Delhi, India ISSN : 0972-7302 International Journal of Applied Business and Economic Research ISSN : 0972-7302 available at http: www.serialsjournal.com „ Serials Publications Pvt. Ltd. Volume 15 • Number 8 • 2017