Abstract:
Purpose — This study is done to investigate, how many students are depending on smart
phone, their purchase behavior and how much they rely on smart phone. This investigation is
conducted among the students of different colleges and Universities of Karachi.
Methodology & Design — The design of the research is quantitative and the technique which
is used is cross sectional. In this study an online survey was conducted to collect the data and
384 responses were gathered
relationships were checked.
the basis of which hypothesized, validity and reliabilityon
Findings — The Results are derived from multiple regression analysis which revealed that
social needs are one of the significant factors contributing to smartphone dependency in turn
leading to purchase behavior. Since students are influenced by their peers, superiors
(teachers, parents, role models) and opinion leaders another recommendation is that
smartphone manufacturers should target these opinion leaders so that they would influence
students in their smartphone preferences.
Limitations - One of the reasons that limit the generalizability of the current research is that
the sample size was only 384 students from colleges and universities of Karachi, Pakistan.
Furthermore the research didn’t compare the findings with respect to different operating
systems and device models
Recommendations - Recommendations are that manufacturing companies like Samsung,
Apple, Sony, etc. want to design their smart phones which are in user friendly sizes with
brighter screens. And software developers may develop their apps which are also user
friendly and with appropriate information and with perfect touches.
