Abstract:
Since the development of communication technology, the mobile phone has become the
important aspect of day-to-day human life in the modern world. Around 4"9 billion
people worldwide actually ownT "2 billion smartphone subscriptions, due to multi-device
ownership and inactive accounts. As a developing country. Sri Lanka is has just 20"7
million people, the number of cell phones in use rs 22.1 million. In particular. young
people have used mobile devices very rapidly"
Mobile phone customers in Sri Lanka are fiequently Switching their brand preference to
other competitive brands and nowadays numerous brands are offered in the mobile
market and therefore it has creared board space to choose variety brands with their
quality. In this context, the main objective of this study to flnd out. the impact of brand
image on the customer relationship between perceived quality of mobile phone features
and buying behavior in Gampaha District.
The study was carried out with four dimensions as'autonomy, adaptability, multifunctionality ard ability to cooperate to measure the perceived quality of mobile phone
features and three dimensions to measure the buying behavior as attitude, pret-erence and
intention and also three dimension for mediating variable of brand image as affordability,
quality and reliability. Data were collected using questionnaire within the 175 sample"
Based on the findings of the study, it conclude that perceived quality of mobile phones is
good predictor of the buying behavior of mobile phones and there is a positive
relationship between the perceived quality of mobile phones and consumer buying
behavior. Moreover, based on the f-rndings of the study, it conclude that the brand image
of mobile phones is not mediating factor on the relationship between perceived quality
and buying behavior of mobile phones. There are no any significant diff-erences in level
of perceptions regarding the perceived quality of mobile phone factures by demographic
t-actors
