INNOVISION Journal of Management Research

Open Access Open Access  Restricted Access Subscription Access

An Analytical Study of Influencing Purchase Intention Of Customers Towards Purchasing of Smart Phones Brands in Mumbai City


Affiliations
1 Assistant Professor, Thakur Global Business School, Mumbai, India
 

The intense rivalry has become a trigger in marketing in this globalization period, and the technology business is rising swiftly from year to year. The smartphone is a modern mobile phone technology device that has become a part of people’s daily lives and has complete functionality or more than simply a regular phone. Brand recognition is related to the functions of brand identities in consumers’ memory and can be reflected by how well consumers can identify the brand under various conditions, such as in the purchase of smartphones by consumers, where they are measured and analyzed, and in the brand recall of smartphone companies by customers, where their experience with the product is shared with their friends and relatives. The consumers’ preferences towards the characteristics of smartphone companies are measured, as well as the competition of smartphone firms in the market. In urban India today, there are more than 27 million Smartphone users, accounting for 9% of all mobile phone users. This Study evaluated the conceptual model based on the data collected from 251 Mumbai-based smartphone users. Results via the structural equation modeling with AMOS software indicated that brand recall, brand recognition, and promotional strategies all directly or indirectly explain purchase intention. Brand recall, brand identification, and promotional strategies have a positive relationship with the actual purchase, according to the findings. There was no evidence of price consciousness having a mediating effect.

Keywords

Brand recognition, Promotional strategy, Brand recall, Mobile phones, Youngsters, Smartphones, Price consciousness, Purchase intention
User
Notifications
Font Size

  • • Afroz, N. N. (2011). Students’ brand preference toward smartphones. IOSR Journal of Business and Management (IOSR Journal of Business and Management), 19(2).

  • • Alford, B.L. and Biswas, A. (2002). The effects of discount level, price consciousness, and sale proneness on consumers’ perceptions and behavioral intention. Journal of Business Research, 55(9), 775-783.

  • • Barwise, Patrick and Colin Strong (2002), “Permission-based Mobile Advertising,” Journal of Interactive Marketing, 16, 1, 14–24.

  • • Bagozzi, R.P. and Sailk, A.J. (1983). Recall, recognition, and recognition measurement of memory for print advertisements. Marketing Science, 2(2), 95-134.

  • • Behe, B. K., Lansing, E., Huddleston, P. T., Hall, C. R., & Campbell, B. (2017). Do Real and Fictitious Plant Brands Differ in Brand Recognition, Awareness, Purchase Intention, and Visual Activity ? 52(4), 612–621. https://doi.org/10.21273/ HORTSCI11538-16

  • • Bouhlel (2011). Brand personality’s influence on the purchase Intention: A mobile marketing case. International Journal of Business and Management, ISSN 1833-3850, 6(9). https://doi.org/10.5539/ijbm.v6n9p210

  • • Chandon, P. and B. Wansink. 2002. When are stockpiled products consumed faster? A convenience-salience framework of post-purchase consumption incidence and quantity. J. Mktg. Res. 37(6):7–14

  • • Chen, Y., Hsu, I., & Lin, C. (2010). The website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9–10), 1007–1014. http://dx.doi.org/10.1016/j.jbusres.2009.01.023

  • • Chi, H., K., Huery, R., Y., Ya, T., & Y. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies, 4(1), 135–144.

  • • Chung, J., Pysarchik, D. T., & Hwang, S. (2009). Effects of country-of-manufacture and brand image on Korean consumers’ purchase intention. Journal of Global Marketing, ISSN 0891-1762, 22(1), 21–41. https://doi. org/10.1080/08911760802511352

  • • Coates, S.L., Butler, L.T. and Berry, D.C. (2006). Implicit memory and consumer choice: The mediating role of brand familiarity. Applied Cognitive Psychology, 20(8), 1101-1116.

  • • Djatmiko, T., & Pradana, R. (2016). Brand Image and Product Price; Its Impact on Samsung Smartphone Purchasing Decision. Procedia - Social and Behavioral Sciences, 219, 221–227. https://doi.org/10.1016/j.sbspro.2016.05.009

  • • Ghose, Anindya, Avi Goldfarb, and Sand P. Han (2013a), “How is the mobile internet different? Search costs and local activities,” Information Systems Research, 24, 3, 613–31.

  • • Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile advertising: A framework and research agenda. Journal of Interactive Marketing, 34, 3–14. https://doi.org/10.1016/j.intmar.2016.03.003

  • • Grewal, Dhruv and Michael Levy (2016), Marketing, 5th ed. Burr Ridge, IL: McGraw-Hill/Irwin

  • • Grewal, D., Roggeveen, A.L., Compeau, L.D. and Levy, M. (2012). Retail value-based pricing strategies: New times, new technology, and new consumers. Journal of Retailing, 88(1), 1-6.

  • • Guleria, D. (2015),” A study of consumer preference for smartphones: A case study of solan town of Himachal Pradesh”. Issue 3. International Journal of Management Research & Review, 5.

  • • Hoyer, W. and Brown, S. (1990). Effects of brand awareness on choice for a common, repeat purchase product. Journal of Consumer Research, 17(2), 141-148.

  • • Huang, R., and Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In T.-M. Choi (Ed.), Fashion Branding and Consumer Behaviors: Scientific Models (pp. 113-132). New York, NY: Springer New York.

  • • Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

  • • Khatoon, D., & Arif Pasha, D. (2020). A study on measurement of brand awareness and brand perception of smartphone companies in Bangalore. In International Journal of Innovative Research in Management Studies (IJIRMS), 4(11). http:// www.ijirms.com.

  • • Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256–269. https://doi.org/10.1016/j.chb.2014.01.015

  • • Kinney, M.K., Ridgway, M.N. and Monroe, K.B. (2012). The role of price in the behavior and purchase decisions of compulsive buyers. Journal of Retailing, 88(1), 63-71.

  • • Krippendorff, K. 2005. The semantic turn: A new foundation for design. CRC Press, Boca Raton, FL.

  • • Labroo, A.A. and Lee, A.Y. (2006). Between two brands: A goal fluency account of brand evaluation. Journal of Marketing Research, 43(3), 374-385.

  • • Leszinski, R. and Marn, M.V. (1997). Setting Value, Not Price. The McKinsey Quarterly, 1, 98-115.

  • • Lichtenstein, D.R., Balouch, P.H. and Black, W.C. (1988). Correlates price acceptability. Journal of Consumer Research, 15, 243-252.

  • • Lichtenstein, D.R., Ridgway, N.M. and Netemeyer, R.G. (1993). Price of perception and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.

  • • Macdonald, E.K. and Sharp, B.M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5-15.

  • • McGowan, K.M. and Sternquist, B.J. (1998). Dimensions of price as marketing universal: A comparison of Japanese and US consumers. Journal of International Marketing, 6(4), 49-65.

  • • Monroe, K. (1990). Pricing, making profitable decisions. (2nd ed.). McGraw-Hill. New York.

  • • Nedungadi, P. 1990. Recall and consumer consideration sets: Influencing choice without altering brand associations. J. Consum. Res. 17(3):263– 276

  • • Nur-Al-Ahad, Nur-Al-Ahad, M., & Nusrat, S. (2019). New trends in behavioral economics: A content analysis of social communications of youth. Business Ethics and Leadership, 3(3), 107–115. http://doi.org/10.21272/bel.3(3).107-115.2019

  • • Osman, M. A., Talib, A. Z., & Sanusi, Z. A. (2011). A Study of the Trend of Smartphone and its Usage Behavior in Malaysia A Study of the Trend of Smartphone and its Usage Behavior in Malaysia. March 2015.

  • • Prashar, B., Dahir, S. and Sharma, A. (2012). Study of brand recall of consumer durables among consumers in Punjab. International Journal of Research in Commerce, IT and Mgmt., 2(7), 84-88.

  • • Rao, A. and Monroe, K.B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15(2), 253-264.

  • • Sang P. Han, and Sung H. Park (2013b), “Analyzing the interdependence between web and mobile advertising: A randomized field experiment,” Working Paper, New York University: Leonard N. Stern School of business.

  • • Shabbir, S., Kaufmann, H.R., Ahmed, I. and Qureshi, I.M. (2009). Cause-related marketing campaigns and consumer purchase intentions: The mediating role of brand awareness and corporate image. African Journal of Business Management, 4(6), 1229-1235.

  • • Shen, G. C.-C. (2015). Users' adoption of mobile applications: Product type and message framing's moderating effect. Journal of Business Research, 68(11), 2317–2321

  • • Singh, J. and Goyal, B., 2009. Mobile Handset Buying Behavior of Different Age and Gender Groups. International Journal of Business and Management, 4(5).

  • • Wang, L., Lee, C. W., Mantz, T., & Hung, H. C. (2015). Effects of flow and self-construal on the player perception of brand personality in advergames. Social Behavior and Personality, 43(7), 1181–1192. https://doi.org/10.2224/ sbp.2015.43.7.1181

  • • Wu, P., Yeh, G., & Hsiao, C. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. http://dx.doi.org/10.1016/j.ausmj.2010.11.001.

  • • Yadav, M.S. and Seiders, K. (1998). Is the price right? Understanding contingent processing in reference price formations. Journal of Retailing, 74(3), 295-304.

  • • Zubcsek, P., Katona, Z., & Sarvary, M. (2017). Predicting mobile advertising response using consumer colocation networks. Journal of Marketing, 81(4), 109–126


Abstract Views: 122

PDF Views: 74




  • An Analytical Study of Influencing Purchase Intention Of Customers Towards Purchasing of Smart Phones Brands in Mumbai City

Abstract Views: 122  |  PDF Views: 74

Authors

Bhushan Padval
Assistant Professor, Thakur Global Business School, Mumbai, India
Ajit M. Maurya
Assistant Professor, Thakur Global Business School, Mumbai, India

Abstract


The intense rivalry has become a trigger in marketing in this globalization period, and the technology business is rising swiftly from year to year. The smartphone is a modern mobile phone technology device that has become a part of people’s daily lives and has complete functionality or more than simply a regular phone. Brand recognition is related to the functions of brand identities in consumers’ memory and can be reflected by how well consumers can identify the brand under various conditions, such as in the purchase of smartphones by consumers, where they are measured and analyzed, and in the brand recall of smartphone companies by customers, where their experience with the product is shared with their friends and relatives. The consumers’ preferences towards the characteristics of smartphone companies are measured, as well as the competition of smartphone firms in the market. In urban India today, there are more than 27 million Smartphone users, accounting for 9% of all mobile phone users. This Study evaluated the conceptual model based on the data collected from 251 Mumbai-based smartphone users. Results via the structural equation modeling with AMOS software indicated that brand recall, brand recognition, and promotional strategies all directly or indirectly explain purchase intention. Brand recall, brand identification, and promotional strategies have a positive relationship with the actual purchase, according to the findings. There was no evidence of price consciousness having a mediating effect.

Keywords


Brand recognition, Promotional strategy, Brand recall, Mobile phones, Youngsters, Smartphones, Price consciousness, Purchase intention

References





DOI: https://doi.org/10.31794/NLDIMSR.5.2.2021.26-41