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

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.