FACTORS THAT INFLUENCE GENERATION -Y PURCHASE INTENTION TOWARDS SMARTPHONE

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.