Determinants of Smart Phone Purchase Intention; Evidence from Southern Punjab, Pakistan

Abstract

Purchase Intention (PI) of customers is of extreme importance for every business organization. The purpose of this research is to investigate the fundamental determinants such as Product features (PF), price (P) and social influence (SI) and brand image (BI) backing to PI. The determinants are investigated through cross-sectional survey research. Data was collected through questionnaires and interviews. Multiple regression techniques were adept to investigate the statistics. The results show that Ps (product features and price) and SB (social influence and brand image) have a significant effect on the PI. PI is strongly influenced by product features. These findings show the generalizability in Pakistan of previous research conducted in foreign. This study is limited to Southern Punjab Pakistan. Generalization can be enriched by alluring a large sample size from all over Pakistan. Until that time no study has been conducted in the perspective of Pakistan on smartphone purchase intention. The research has investigated and explored the elements contributing to PI.