Factors affecting consumer buying behavior towards smartphone brand
Abstract
Technological advancement has driven smartphone to be one of the most remarkable devices in the history of mobile phones. Currently, smartphones have become an integral part of everyday life, thus enabling conditions to increase the number of smartphone users in this industry. However, the growing demand of smartphone has generated a significant challenge for smartphone manufacturers. Therefore, in order to survive in this industry, especially for Vietnamese companies trying to jump in this industry, the manufacturers need to know how to innovate and differentiate their product. Moreover, they also need to clearly identify consumer buying behavior towards smartphones in order to create a sustainable plan for their future development.
Therefore, the purpose of this research is to investigate the factors that affect consumer buying behavior towards smartphone brand in Vietnam. From the literature review, five independent variables which include family and friends, social influence, product features, branding and pricing will be tested to determine the degree of impact of each independent variable on purchasing behavior. Then, recommendations will be given to manufacturers to enhance future product development and provide marketers with more detailed information on consumer buying behavior in Vietnam.
To achieve the research purpose, quantitative method was adopted to evaluate the relationship between independent variables and dependent variable. Questionnaires were designed on the basis of previous studies and literature review. This research study included 300 respondents over the age of 18 who came from universities and some companies in Ho Chi Minh City.
EFA, Correlation, Reliability Test, and Regression were used to analyze the data. The findings showed that all five factors affect dependent variable significantly. To be more specific, social influence had the greatest impact on purchasing behavior, followed by product features, branding, family and friends, and pricing was the factor that had the least influence on purchasing behavior. It is expected that the results of
this research study will provide useful insight for marketers and manufacturers in the smartphone industry.
Keywords: smartphone brand, consumer buying behavior, smartphone market, smartphone users.