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An Integrated Model for Predicting Buying Behavior of Young Smartphones Consumers

International Journal on Customer Relations

Volume 7 Issue 1

Published: 2019
Author(s) Name: Archana Singh, Ritu Srivastava | Author(s) Affiliation: Assistant Professor, Birla Institute of Management Technology (BIMTECH), Greater Noida, U.P.
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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

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