Impact of Brand Equity Drivers on Purchase Intention (A Quantitative Study of Smart Phone Market)

Abstract

Smartphone market in Pakistan is a dynamic market that is rapidly moving toward the advancement. Five factors are used in the survey to seek out the D G Khan smart phone market potential. Reason of conducting research in D G Khan to realizing smart phone marketers that they can capture a big market in D G Khan because this city connect all four provinces of Pakistan and regional hub of lot of business. The purpose of this study is to investigate the factors affecting the purchase intention of mobile phone devices in D G Khan business hub. In order to accomplish the objectives of the study, consumers were taken by using simple random sampling technique. Primary data was collected moreover, four important factors i.e. Brand perception,  Brand preference, Brand loyalty, and Brand image were selected and analyzed through the correlation and multiple regressions analysis with respect to the purchase intention. These variables were never analyzed together in previous studies. From the analysis, it was clear that above mention Brand equity drivers play vital role in the mobile phone market of D G Khan and it also acted as a motivational force that influences them to go for a mobile phone purchase decision. The study suggested that the mobile phone sellers should consider the above mentioned factors to equate the opportunity.