A Study on the Factors Influencing Consumer Buying Behaviour towards Smartphones in the Digital Era

Author

Janani K, R. Gayathri


Abstract

 Buying a smartphone in the current environment mostly requires extensive online surveys, comparisons in terms of price and reading of other consumers’ reviews. This study aims to investigate the relationship between four factors, including price, brand image, product quality and social media reviews, and consumers’ buying behaviour towards smartphones. The descriptive research design was utilised, and the primary data were gathered from 80 participants, who were selected employing a convenience sampling method. The data were collected using a Google Forms questionnaire and analysed using percentage analysis, Pearson correlation, one-way ANOVA and the weighted average method. The results revealed that there was a strong positive correlation between smartphone price and consumer buying behaviour (r = 0.785, p = 0.000), whereas the buying behavior differed significantly between the brand-image categories (F = 34.17, p = 0.000). Regarding the analysis of social media reviews, comparing smartphones on the basis of reviews appeared to be the most common activity (weighted average 3.36), followed by taking reviews into account when choosing a smartphone (3.30). Overall, the results suggest that the participants take all factors into account when buy smartphones. Smartphone companies can benefit from the results of the study when determining their product’s price, branding, quality and social media marketing strategy.


Keywords

Consumer Buying Behaviour, Smartphones, Price, Brand Image, Product Quality, Social Media Reviews, Digital Era



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References


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