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Factors Affecting Smartphone Purchases

This document discusses factors that influence smartphone buying behaviors among students. It aims to identify the major factors that consumers consider when purchasing a smartphone. The conceptual framework shows that brand, price, convenience, dependency, product attractiveness, and relative advantage are independent variables that influence buying behaviors as the dependent variable. The study uses a descriptive research design and convenience sampling to collect primary data through questionnaires from 120 business students. The findings will help understand consumer decision-making and the impact of different factors on the smartphone market.

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Sahadev Shrestha
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43 views9 pages

Factors Affecting Smartphone Purchases

This document discusses factors that influence smartphone buying behaviors among students. It aims to identify the major factors that consumers consider when purchasing a smartphone. The conceptual framework shows that brand, price, convenience, dependency, product attractiveness, and relative advantage are independent variables that influence buying behaviors as the dependent variable. The study uses a descriptive research design and convenience sampling to collect primary data through questionnaires from 120 business students. The findings will help understand consumer decision-making and the impact of different factors on the smartphone market.

Uploaded by

Sahadev Shrestha
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

-Sahadev Shrestha

6th semester "B"

Factors Influencing Smartphones Buying Behaviors

Background of the Study

Consumer behavior is the study of people's reactions to goods and services, as


well as the marketing of such products and services. The act of using or
consuming goods or services is referred to as consumer conduct. The study of
consumer behavior focuses on how people determine how to spend their limited
resources (time, money, effort) on consumption-related products or aspects (what
they buy?). When are they going to buy? Where do they shop? How do they
purchase?) [ CITATION Tri12 \l 1033 ] . Understanding consumer behavior and
understanding consumers are never easy. Consumer behavior studies how people,
groups, and organizations choose, purchase, use, and dispose of products,
services, ideas, or experiences to fulfill their needs and desires. The action of an
individual during a transaction is referred to as "Buyer Behavior" (Mohankumar
et al. 2016).
In the present changing technological world using smartphones have become very
popular among consumers specially students and young professionals because of
its distinctive features. “A Smartphone that performs many of the functions of a
computer, usually providing a touch screen interface, Internet access, and an
operating system capable of running downloaded apps,” according to the Oxford
dictionary. The majority of people use apps for web surfing, messaging,
navigation, social media, music listening, news reading, sports, banking, health
and fitness, and taking notes. Calendar, weather forecast and lots of other things
(Kumar et al. 2016). These features and applications in Smartphones somehow
have made people’s life easier either in daily life, at work or for entertainment
purposes. There are a variety of smartphones with different names and brands
available in the market such as Apple, Nokia, Samsung, Huawei, etc. All these
things created an arousal in the author’s mind to study about the consumer
behavior regarding Smartphones. Smartphones present some common features
with conventional mobile phone’s characteristics such as phone style, physical
design, color, size which can contribute positively in Buying Behaviors [ CITATION
Shr201 \l 1033 ].

This study has been done with the goal of identifying the factors that influence
customers' decision to buy a Smartphone. It focuses on the most likely factors that
consumers consider when making a Smartphone buying decision.

Objective of the Study


The major objectives of this study are:
 To identify and analyze the factors which influence the satisfaction level of
the customer on buying smartphones.
 To analyze and understand consumer attitudes toward different smartphones,
as well as the factors that inspire them to buy.

Statement of the Problem

In this research we will identify those determinants that affect the buying behavior
of mobile phones. Buying behavior of every individual are different from each
other. The factor influences for single individuals don't motivate everyone. This
research isn't applicable for everyone. Research is restricted up to sample
individuals.
Most of the researchers had mentioned the major factors, but there weren’t any
opinions from respondents. Even there are other factors that influences
smartphone Buying Behaviors. It would be interesting to examine how decision
making and influencing factors are different among Respondents. The aim of this
paper is to answer the following research question:

 What are the major factors that influence buying behaviors of smartphones?
 Is there any significant relationship influence of product features, brand name,
convenience, dependability, price, and reliability on the Buying Behaviors of
smartphones?

Conceptual Framework

Conceptual framework is the diagram that identifies and illustrates relationships


among the factors that may influence the study and achievement of the
objectives.

Brand

Price

Convenience
Buying Behaviors
Dependency

Product Attractiveness

Relative Advantage

Figure 1 : Conceptual Framework


The above figure shows the conceptual framework designed for the purpose of the
research. This figure shows the independent variable i.e., Brand, Price,
Convenience, Dependency, Product Attractiveness, Relative Advantage and the
dependent variable i.e., Buying behavior.

Definition of terminologies

Brand: Brand is the most valuable asset for a company, where it represents a
product or service means to consumers. Brands are more than just names and
symbols. Brand names are important assets that aid in the identification of quality
and suggest detailed information systems related to the brand (Kumar et al., 2016)
(Joshi et al., 2017).

Convenience: Convenience in Smartphone may refer to the ability to use the


Smartphone at any time and anywhere, without having to port the Smartphone in
a fixed workstation. It able to do everything like a laptop, keeping everything
such as documents, photos, games and apps in one’s pocket. Wi-Fi is everywhere
especially in the city and restaurants, making surfing internet become
convenience (Lay-Yee et al., 2013).

Dependency: It denotes a desire to use it regularly and deeply, as well as a


tendency to refrain from doing so. Smartphones can be used for more than just
calling and texting and internet access; they can also be used for online shopping,
automatic money transfers, lending, emailing, documenting, playing sports,
uploading images, and social networking (Joshi et al., 2017).

Price: Price is the amount of money charged for a product or service. It is the
total amount of monetary terms that customers are willing to give in exchange for
a particular product or service. According to Law of Demand as the price of a
commodity increases the demand for the same decreases (Kumar et al., 2016).

Product Attractiveness: The more attractive the phone's design and model are,
the greater the emotional bond that customers will form with it, which will have a
direct impact on their buying decision (University of Seville, 2018).

Relative Advantage: Relative advantage is the degree to which an innovation is


perceived as better than the product it supersedes, or competing products. People
who want to implement new technologies often want to know if the new concept
is better than the old one, which leads to purchasing behavior (Elogie,2015).
Buying Behavior: Consumer makes their purchase decision by analyzing the
newly introduce smartphone in the market. They rarely buy old models in the
market. They always prefer new model because of product Attractiveness and
Relative advantage. The Consumer who is loyal to the brand always goes back to
the brand as it satisfies his/her demand (Ganlari et al., 2016).

Significance of the Study

The study will be conducted among Bachelor's students to determine the most
important factors that affect their smartphone purchase decisions. It assists in
understanding the buyer's decision-making process, both internally and together.
It also seeks to determine the impact of various independent variables on the
market, such as brand, convenience, dependability, price, product feature, and
reliability. The significance of the study are as follows:
 This study is able to provide a concept of better understanding on factors that
influence the buying behaviors of smartphones.
 It will be helpful for future researchers who are willing to conduct research on the
related topics.
 This study results in the major dominating factor that influences the buying
behaviors of smartphones.

Limitation of the Study

The different Limitations in the research methodology are mentioned below:

 The result may not give an exact representation of the population since the
convince sampling method has been used.
 The sample taken may not represent the population in a better way.
 The view of the respondents is biased therefore, it may not reflect true picture of
data.
 The data were collected through self administered questionnaire only.
Research Methodology

 Research Design

Descriptive research design was used in this research to study the Factors influencing
Smartphones Buying Behaviors upon the BBA and BBS Students. Convenience sampling
method has been used to collect the data up to 120 samples. Questionnaire was used to
collect the primary data and statistical tools has been used to collect, analyze, classify and
interpret various data that help to find major findings and results of this research.

 Population and Sample

The population for this study consisted of the Students of D.A.V College and Patan
Multiple Campus who are currently studying B.B.A and B.B.S. The total population of
the survey was 400. The sample size for the study was 197 determined by a sample size
calculator with 95% confidence level and 5% margin of error. However, only 120 data
are analysed for this study by using convenience sampling.

 Data collection procedure

In this study, a quantitative research method was chosen to be used because the study
focuses on factors influencing smartphones buying behaviors. The primary data
collection has been conducted in order to gather data related to the study. The
respondentswere sent the questionnaire between March and early April. The Google
Form is a convenient instrument for data collection. Therefore, structured questionnaires
with closed-end questions are used for data collection for quantitative research methods.
Questionnaire was divided into three section. First part was based on demographic
information, the second part was based on the dependent and independent variables and
the next sections was Likert scale. For all the variables, each consist of 4 - 5 Statements
on Likert scale which was designed to measure the variables which show major influence
factor on buying behaviors. The variables were measured using a five-point Likert Scale
with 1, 2, 3, 4, and 5 representing stronglyagree, agree, neutral, disagree, and strongly
disagree, respectively.

 Data Analysis Procedure

In this study, the collected data has been analyzed using the data analysis tools like bar-
diagram, pie-chart, etc. Moreover, the analyzed data has been interpreted using various
statistical tools such as mean, median, mode and correlation. MS- Excel 2015 and SPSS
23 version has been used for systematic analysis of the collected data.
Reference

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doi:[Link]

Deepika Ganlari, P. k. (2016, May 3). A Study on Consumer Buying Behavior of


Mobile Phones. Journal of Management in Practice (JoMP), 1

Elogie, Anne Ademakhe, "Factors Influencing the Adoption of Smartphones


among Undergraduate Students in Ambrose Alli University, Ekpoma,
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Joshi, H. B. (2017, March). A study of customer buying behavior towards mobile


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Karen Lim Lay-Yee & Han Kok-Siew & Benjamin Chan Yin-Fah, 2013. "Factors
Affecting Smartphone Purchase Decision Among Malaysian Generation
Y," International Journal of Asian Social Science, Asian Economic and
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Smartphone:A Study of Young Consumers in the City of Lucknow.
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Tripathi, D. P. (2012, Sept). An Empirical Study of Consumer Behaviour towards


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because of their appearance. ScienceDaily. Retrieved April 7, 2021.

Common questions

Powered by AI

Perceived benefits of smartphones that heighten their appeal include their multifunctionality and portability, allowing users to perform tasks anywhere at any time, leading to dependency on these devices. Convenience is a major appeal factor, as smartphones combine functions like internet surfing, communication, and multimedia into a single, accessible platform. This usability inspires dependency, as users become accustomed to integrating these devices into daily routines, reinforcing purchase interest due to these convenient capabilities .

Product attractiveness can significantly impact purchasing decisions by creating an emotional attachment between consumers and the device, which directly influences buying behavior. In the context of brand loyalty, attractive design elements can reinforce a consumer's predisposition towards a preferred brand, thereby enhancing the likelihood of a repeat purchase despite competing alternatives. It works synergistically with brand loyalty, as loyal customers may base their choices on past satisfaction combined with an updated attractive model, strengthening brand preference .

Price sensitivity, or the degree to which price influences consumer purchase behavior, affects demand differently across demographic groups. For example, students or younger users with limited disposable income are more prone to price sensitivity, seeking affordable options or discounts, whereas professionals might prioritize features or brand over cost due to higher disposable incomes. This variance in price sensitivity requires smartphone marketers to tailor strategies to target specific segments effectively, for instance, by offering promotions to price-sensitive groups .

Convenience factors into the smartphone purchase decision by emphasizing the device's ability to be used anytime and anywhere, functioning similarly to a portable computer. Dependency factors in by highlighting the regular and integral use of smartphones for everyday activities such as communication, social networking, and productivity, making them indispensable for modern life. These aspects appeal strongly to young consumers who value seamless integration of technology into their lifestyles, thereby influencing their purchase decisions to favor models that offer these conveniences .

Using a convenience sampling method in studies on smartphone buying behaviors presents limitations such as potential sampling bias and lack of representativeness. Since the sample is drawn from a readily accessible population, it may not accurately reflect the broader demographic, thereby limiting the generalizability of the findings. Additionally, convenience sampling can introduce bias if certain segments are disproportionately represented, affecting the validity of the conclusions regarding consumer behavior .

Relative advantage affects consumer decisions by determining how much better a new model is perceived compared to previous or competing models. This perception influences adoption likelihood as consumers are inclined to choose innovations that offer new, superior features or functionality over what they currently use or what is available in the market, impacting purchasing behavior significantly .

Consumer behavior toward smartphones mirrors broader trends in technology adoption by emphasizing rapid acceptance of innovations that offer relative advantages and desirable features. Similar to other technological trends, consumers prioritize devices that enhance connectivity, provide convenience, and support multifaceted usage. The preference for newer models reflects the continuous adaptation to advancing technologies, as consumers increasingly demand devices that integrate smoothly into modern lifestyles, underscoring a general trend toward rapid technological adoption .

The primary factors influencing smartphone buying behavior among students include brand, price, convenience, dependency, product attractiveness, and relative advantage. Brand value affects consumer perception and loyalty, price sensitivity determines demand elasticity, and convenience reflects the ability to integrate usage into daily life. Dependency denotes regular usage motivation, while product attractiveness taps into the emotional aspect of purchasing decisions. Relative advantage over previous models also plays a crucial role. These factors interrelate by influencing consumer priority and satisfaction levels, which are reflected in their purchase decisions .

Researchers measure the influence of brand on smartphone purchasing behavior by evaluating brand perception, awareness, loyalty, and satisfaction through surveys and structured questionnaires. Common tools include Likert scales to gauge consumer attitudes and statistical analyses like correlation and regression in software such as SPSS and MS Excel to determine the relationship between brand perception and purchasing decisions. These methodologies allow for a detailed understanding of how branding affects consumer choices .

Statistical analysis plays a crucial role in interpreting data about consumer behavior in the smartphone industry by organizing and summarizing data to identify trends, patterns, and relationships between variables. Techniques such as mean, median, mode, correlation, and regression analysis help interpret how factors like price, brand, and product attractiveness influence buying decisions. These analyses ensure that conclusions drawn from the data are based on systematic and objective examination, enhancing the reliability of research outcomes .

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