Mobile phone markets are one of the most turbulent market environments today due to increased competition and change. Thus, it is of mobile phone users choices between different mobile phone brands. This study aims to address the question by analyzing brand is preferred most by mobile phone users in Chidambaram town while purchasing mobile phones and status and impact of the technical, economical, social and personal criterion by mobile phone users in Chidambaram town to take the decision for choosing and purchasing the branded mobile product further the current satisfaction level on the particular brand owned. To achieve this purpose total sample consists of 250 respondents. The respondents have been selected from mobile recharge centers, mobile phone shops and public places in Chidambaram town. The statistical techniques considered are the entire collected data were analysed by using simple percentage analysis and by chi-square test. The research conclusion from the present study, the small local players like micromax, Karbonn, lava, lemon, spice and a like will have to quickly rethink their product, marketing and service strategy fresh according to the small towns like Chidambaram to put their house in order. Apart from affordable pricing and assured quality of the mobile phones, the mobile company’s target audience should be more towards younger generation. They would drive to best ‘feather’ in cap of mobile market share in small towns like Chidambaram and even India’s best mobile market share.
