Abstract:
Purpose: The current study aims to explore Young Generation Smart Phone purchase
decision
Methodology & Design: The present study incorporates quantitative research method.
The data was collected from primary and secondary sources suing convenience sampling
and previous research.
Findings: Findings showed that there is a significant impact of convenience, price, social
needs, product features and brand concern on the purchase intention of young generation.
Limitations : The fundamental limitation of the current study is that it just utilizes the
quantitative technique by utilizing surveys.
Recommendations: It is recommended that knowing and comprehending that your clients
are happy with the brand image is fundamental for progress. Moreover, it is recommended
that Pakistani brands must launch campaigns to set up a solid relationship with the
uniqueness, engaging quality and unrivalled execution ofsmart phones ofPakistani brands.
