Factors Affecting Purchase Intention towards Smartphone Brand: A Study on Bangladeshi Private University Students

  • Md. Azmol Hossain Senior Lecturer, School of Business, Uttara University, Uttara, Dhaka-1230, BANGLADESH
  • Zahidul Islam Lecturer, School of Business, Uttara University, Uttara, Dhaka-1230, BANGLADESH
  • Sardar Mohammad Tauhidul Islam Senior Lecturer, English Medium School & College (Edexcel), 75, North Chashara, Narayanganj-1400, BANGLADESH
  • Mohitul Ameen Ahmed Mustafi Assistant Professor, School of Business, Uttara University, Uttara, Dhaka-1230, BANGLADESH
Keywords: Smartphone, Brand Image, Purchase Intention, Structural Equation Modeling (SEM), Private University

Abstract

In today’s technology based world, people are depending more and more on various technology devices. Smartphone is one of the most important devices people use mainly for communicating with others and some specific purposes. It is not an easy task to choose the right Smartphone for an individual’s needs when there are so many Smartphone brand available in the market. There are some critical factors affecting the individuals Smartphone purchase intention. This study aims to explore the factors that affect the purchase intention towards Smartphone brand. A structured questionnaire on 5-points Likert sclae was developed to collect data from 302 respondents who are studying in different private universities of Dhaka city in Bangladesh using convenient sampling method. Structural equation modeling was used to identify the significant factors affecting purchase intention towards Smartphone brand. Data was analyzed by using SmartPLS software. This study found that Price, Peer Influence and Product features are the factors highly significantly affect the purchase intention towards Smartphone Brand but not Brand Image. The findings of this research may help not only the private university students but also other consumers who intend to purchase Smartphone. Smartphone manufacturer also consider these factors for Bangladeshi market.

 

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Author Biography

Sardar Mohammad Tauhidul Islam, Senior Lecturer, English Medium School & College (Edexcel), 75, North Chashara, Narayanganj-1400, BANGLADESH

 

 

 

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Published
2017-12-10
How to Cite
Hossain, M. A., Islam, Z., Islam, S. M. T. and Mustafi, M. A. A. (2017) “Factors Affecting Purchase Intention towards Smartphone Brand: A Study on Bangladeshi Private University Students”, Global Disclosure of Economics and Business, 6(2), pp. 93-106. Available at: http://i-proclaim.my/archive/index.php/gdeb/article/view/434 (Accessed: 14October2019).
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Articles