The Impact of Product Attributes on Consumer Smartphone Buying Behavior

Abstract

Understanding the buying behavior or the purchase intention of smartphones in is a very interesting research to Purchase Intention, given how everyone is dependent on a smartphone these days. We can hardly find anyone who owns a smartphone and who does not rely heavily on a smartphone. For this research paper, our target audience was the Pakistani university students-both university going and college students, employees of the telecom sector from the marketing department, HR department and the operations department. Given our audience and the goal of finding out the buying behaviour of smartphones or the purchase intention (PURCHASE INTENTION), it was appropriate to find the impact of brand name and brand features-design/looks, battery capacity, display Purchase Intention density, and so on. Purchase intention research was done for this purpose, online questionnaires were distributed among the participants. Our questionnaires included demographic factors and questions against each variable. Two hypotheses were formulated which were later checked against analysis and observed which one of them holds true. One was about the influence of brand name on purchase intention while the other was about the influence of brand function of the purchase intention.