Abstract:
Purpose- The main purpose of this research is to understand buying behavior of
Generation Y with respect to smartphones. The constant rise and fall of various
smartphone brands have attracted a lot of attention. By this research we aim to find out
the reasons why Generation Y consumers switch their smartphone brand and why they are
loyal to a specific brand.
Methodology/sample- This study was conducted by collecting data through
questionnaires filled by 200 respondents and observation of Generation Y buying trends
and market behavior. The respondent individuals belonged to different age groups, social
classes and academic backgrounds. To analyze the data, regression, non-parametric and
correlation tests were applied. Data from different universities was collected to get a
detailed analysis from the respondents of Pakistan.
Findings- After conducting the analysis and analyzing the results it became clear that
Generation Y consumers are brand loyal to their smartphone brand. It was also clear that
Nokia and Blackberry which were once the market leaders have now failed and instead
Apple and Samsung have emerged. It was also found out that innovation is an important
factor for this industry.
Practical Implications- The outcomes of the research will benefit marketers, developers,
suppliers, smartphone manufacturers and market analysts to understand what to
manufacture and how to market to Generation Y consumers and how to make their
products popular.
