Scribd Logo
Upload

Welcome to Scribd!

  • 38 views

    Nishna Nyachhyon

    Uploaded by

    Assignment KoLagi
    This document analyzes factors influencing youth purchasing decisions for smartphone brands in Kathmandu. It discusses the purpose and significance of the study, which is to understand brand preferences and identify key factors affecting buying behavior. A conceptual framework outlines demographic and other factors as independent variables and youth preference as the dependent variable. The research methodology involved a questionnaire survey of 105 youth from colleges in Kathmandu. Major findings indicate that Samsung is the most used brand, and that price, perceived quality, and device features have the strongest influence on youth preferences for smartphone brands.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Nishna Nyachhyon

    Uploaded by

    Assignment KoLagi
    38 views12 pages
    This document analyzes factors influencing youth purchasing decisions for smartphone brands in Kathmandu. It discusses the purpose and significance of the study, which is to understand brand preferences and identify key factors affecting buying behavior. A conceptual framework outlines demographic and other factors as independent variables and youth preference as the dependent variable. The research methodology involved a questionnaire survey of 105 youth from colleges in Kathmandu. Major findings indicate that Samsung is the most used brand, and that price, perceived quality, and device features have the strongest influence on youth preferences for smartphone brands.

    Original Title

    nishna nyachhyon ppt.pptx

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document analyzes factors influencing youth purchasing decisions for smartphone brands in Kathmandu. It discusses the purpose and significance of the study, which is to understand brand preferences and identify key factors affecting buying behavior. A conceptual framework outlines demographic and other factors as independent variables and youth preference as the dependent variable. The research methodology involved a questionnaire survey of 105 youth from colleges in Kathmandu. Major findings indicate that Samsung is the most used brand, and that price, perceived quality, and device features have the strongest influence on youth preferences for smartphone brands.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    38 views12 pages

    Nishna Nyachhyon

    Uploaded by

    Assignment KoLagi
    This document analyzes factors influencing youth purchasing decisions for smartphone brands in Kathmandu. It discusses the purpose and significance of the study, which is to understand brand preferences and identify key factors affecting buying behavior. A conceptual framework outlines demographic and other factors as independent variables and youth preference as the dependent variable. The research methodology involved a questionnaire survey of 105 youth from colleges in Kathmandu. Major findings indicate that Samsung is the most used brand, and that price, perceived quality, and device features have the strongest influence on youth preferences for smartphone brands.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 12

    Factors Influencing Purchasing Decision of Youths towards

    Smartphone Brand in Kathmandu

    Presenter : Nishna Nyachhyon


    Semester: BBA 7th Semester
    T.U. Registration No. : 7-2-469-47-2017
    Exam Roll No. : 19996/17
    Context Information

     Handheld processing gadgets


     Its popularity has created business opportunities outside of the
    development of operating systems
     Android and iOS
    Purpose of The Study

     To analyze the factors influencing the youth’s purchasing


    decision

     To identify the prime factor/factors affecting the buying


    behavior of the youth
    Significance of The Study

     Finding of the research will help marketers understand brand


    preference practices
     It will give information about level of customer involvement in
    brand searching and analyzing its attributes
    Conceptual Framework

    Independent variables Dependent variable

    Demographic Factor
    Age

    Gender

    Other Factors
    Youth’s Preference
    Price

    Device Features

    Perceived Quality

    User experience
    Research Methodology
    Population Youth’s from different college of Kathmandu

    Sample Youth from DAV, K&K, Presidential

    Sample Size 105

    Sampling Method Convenience Sampling

    Instrument Questionnaire

    Statistical Analysis Descriptive

    Data Analysis Bar diagram, Pie-chart using MS-Excel and MS-


    Word, Graphic rating scale, Likert Scale
    Data Gathering Primary Data
    Data Presentation

    Demography profile of the respondents

    Table 2.1 Characteristics of the Respondents

    Gender Respondents
    Male 47
    Female 58
    Data Presentation

    Demography profile of the respondents

    Age of Respondents

    80
    70
    60 Respondents
    50
    40
    30
    20
    10
    0
    Below 20 20-23 23-25 Above 25
    Data Presentation

    Smartphone Brands Used by Respondent(in %)


    6.7

    24.8 Samsung

    21
    iPhone

    Oneplus

    Huawei

    Xiaomi

    12.4
    21.9 Others

    13.3
    Major Findings

     Samsung is the brand being used by most of the respondent


     Price is the major factor that influence youth’s preference
    towards Smartphone Brands followed by
     Device perceived quality and built-in features
     Chipset and hardware were one of the highest attributes
    considered while purchasing the Smartphone
    References
     Chirputkar, A., Doshi, R., Jog, Y., Joshi, S., &Shrivastava, N. (2016). Factors
    Affecting Smartphone Purchase Among Indian Youth. Indian Journal of science
    and Technology. 9 (15): 0974-5645 Retrieved 10 February 2018
     Harish, R., & Raj Kumar, P., (2011). Service quality and customers’ preference of
    cellular mobile service providers, Journal of Technology Management and
    Innovation, 6(1), 13-41
     Kaushal, S.K. & Kumar, R. (2016). Factors Affecting the Purchase Intention of
    Smartphone. Public Business Review International. 8 (12): 1-16 Retrieved 10
    February 2018
     Sata, M. (2013). Factors Affecting Consumer buying Behavior of Mobile Devices.
    Mediterranean Journal of Social Science. 4 (12): 2039-2117 Retrieved 10
    February 2018
    Thank You!

    You might also like