International Journal on Customer Relations

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An Integrated Model for Predicting Buying Behavior of Young Smartphones Consumers


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1 Assistant Professor, Birla Institute of Management Technology (BIMTECH), Greater Noida, Uttar Pradesh, India
     

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The study has been conducted to explore, identify and develop a model for predicting buying behaviour of young Smartphones consumers. The earlier researches explicate the involvement of individual factors and environmental factors in the purchase decision of mobile handset. Smartphone consumers particularly youngsters are very selective in the purchase of the smartphones and their purchase is driven by factors like functionality, product positioning and psychological facets. The Smartphones industry has witnessed a fast technological development through its inception; it was always a challenge for the manufacturers to predict the future demand. The current research is conducted in two phases, in the first stage Exploratory factor analysis using Principal axis factoring and in second phase Confirmatory factor analysis using Structural equation modelling. The results of the study indicate that the most important parameters for predicting buying behaviour are Brand Name, Advanced Value Features and Physical Appearance.

Keywords

Buying Behaviour, Smartphones, Youth, Functionality, Psychological Facets, Product Positioning.
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  • An Integrated Model for Predicting Buying Behavior of Young Smartphones Consumers

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Authors

Archana Singh
Assistant Professor, Birla Institute of Management Technology (BIMTECH), Greater Noida, Uttar Pradesh, India
Ritu Srivastava
Assistant Professor, Birla Institute of Management Technology (BIMTECH), Greater Noida, Uttar Pradesh, India

Abstract


The study has been conducted to explore, identify and develop a model for predicting buying behaviour of young Smartphones consumers. The earlier researches explicate the involvement of individual factors and environmental factors in the purchase decision of mobile handset. Smartphone consumers particularly youngsters are very selective in the purchase of the smartphones and their purchase is driven by factors like functionality, product positioning and psychological facets. The Smartphones industry has witnessed a fast technological development through its inception; it was always a challenge for the manufacturers to predict the future demand. The current research is conducted in two phases, in the first stage Exploratory factor analysis using Principal axis factoring and in second phase Confirmatory factor analysis using Structural equation modelling. The results of the study indicate that the most important parameters for predicting buying behaviour are Brand Name, Advanced Value Features and Physical Appearance.

Keywords


Buying Behaviour, Smartphones, Youth, Functionality, Psychological Facets, Product Positioning.

References