Effect of Price and Brand on Purchase Decision – An Application on Turkish Smart Phone Consumers

Abstract

Purpose of this study is to discuss whether brand and price has a significant effect on consumers’ smart phone purchase decision in Turkey. For this purpose; a survey has been conducted to the Turkish smart phone consumers about the factors affecting their smart phone purchase decision. The results obtained from the survey has been analyzed by using IBM SPSS program. According to the results obtained from the survey the model is accepted as p value of the model is smaller than 0,05. According to the analyze both brand and price has a significant effect on Turkish consumers’ smart phone purchase decision as both variables' p values has been found to be smaller than 0,05. Brand has a positive effect on consumers' smart phone purchase decision whereas price has a negative effect on consumer's smart phone purchase decision.