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Factors Affecting Purchase Intention towards Smartphone Brand: Focusing on Young Consumers in Uzbekistan

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Abstract
Smartphones have proven to be an extremely efficient communication device as they have
made life easier. Whether making new friends, establishing contact with old ones, or coordinating
with friends and family, mobile phones have made it easier for mankind to achieve all of these
goals. Mobile phones have also reduced distances and brought people closer. It is the growing
demand for mobile phones that mobile phone companies are continuously working to bring new
improvements in the design, body and features of mobile phones.
Smartphones are equally popular among young adults. This hand-sized technological
advancement provides maximum assistance to youngsters in their academic as well as personal
lives. The latest mobile phones have several technological features including photography,
internet browsing, video games, text messaging, e-mail, multimedia messaging, video chatting,
video calling, voice communication, and wireless communication like Bluetooth, etc. So studying
current factors affecting young consumers’ purchase intention towards smartphone brands are
one of the challenges of the marketers.
My research has attained the main objective which is to study the factors that influence
purchase intention of smartphone brands of young consumers in Uzbekistan. Four determinants
of purchase intention are identified and examined in this study, which are brand image, price,
product features and peer influence. On the other hand, all of the hypotheses are supported and
it showed that brand image is the most influential on purchase intention of smartphone brands for
young consumers. Besides that, managerial implication, limitations and recommendations for
prospect research was included in the study by helping the smartphone marketers to understand
the young consumers' need towards smartphone brands. This will formulate effective strategies
to retain customers and thus increase profitability. This research will also contribute to academics
who wish to conduct study in related fields to gain deeper insights.
Author(s)
카리모브 라지즈
Issued Date
2022
Awarded Date
2022-08
Type
dissertation
URI
https://oak.ulsan.ac.kr/handle/2021.oak/9711
http://ulsan.dcollection.net/common/orgView/200000641398
Affiliation
울산대학교
Department
경영대학원 경영학전공
Advisor
김도일
Degree
Master
Publisher
울산대학교 경영대학원 경영학전공
Language
eng
Rights
울산대학교 논문은 저작권에 의해 보호 받습니다.
Appears in Collections:
Business > Business Administration
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