Consumer Buying Behavior of Smartphones in Pakistan

Abstract

This research was conducted to find the consumer buying behavior for smartphones in Pakistan. The result for the research can help determine the factors that the consumers base their decision on while they take a decision for purchasing a smart phone.

This research gauged the underlying motives based on which customer made their decision for smart phone purchases. The variables identified by the literature for the research were Price, Brand image, Product Features, Social Influence and advertisement. The results showed a highly significant relationship between Product features and media influence while the Brand name and social influence is also significant with consumer preference for buying a certain smartphones, however the results have shown the relationship of price as insignificant.