Most important factors affecting purchasing decision of smart phone by 18-30 years old customers in Ho Chi Minh City

Abstract

The development of Vietnam‟s economy and the globalization has changed the quality of life people. In the time of technology and communication, smart phone become extremely popular, especially among young customers. The mobile phone market in Vietnam becomes dynamic and diversified than ever before with many kinds of smart phones. The rate of population using smart phone in Ho Chi Minh City is increasing rapidly day by day. Nowadays, young customers tend to shift their preferences from a general cell phone to a smart phone. It is obviously the major lead for mobile phone manufacturers to swich the production towards smart phone due to high demand. Customers have different consideration factors in purchasing decision towards smart phone. The four independent variables under investigation in this study include new technology features, brand name familiarity, price and social influences. The dependent variable is the purchasing decision of smart phone by young customers because they are interested in technology and innovation. The target respondents are those youngsters whose age falls between 18 and 30, in Ho Chi Minh City. Therefore, the purpose of this study was to identify factors that impact on purchasing decision of smart phone by 18-30 years old customers in Ho Chi Minh City; and then analyze as to which factor according to them is the most important. The study was based on questionnaire that used both qualitative and quantitative approaches. The findings indicate that the most important factor affecting purchasing decision

of smart phone by 18-30 years old customers in Ho Chi Minh City is social influences factor. Although there are still some limitations in this research, smart phone manufacturers who are able to plan their direction in Vietnamese smart phone market, can know more about opinions and needs of young consumers to develop more effective strategies.