Factors influencing the intention to purchase android smartphones among generation Y

Abstract

Consumer behaviours can be defined as the people's emotions, moods, affection and specific feeling on a product. Consumers will exchange information and ideas with sellers in environmental events. Therefore, marketers that exist in society has played an important role to assist in creating exchange information by formulating and executing marketing strategies. Consumer buying behaviours refer to people who make the purchase of products for personal use only. In today's furiously competitive world, it is exceptionally vital for the marketers to discover and figure out the basic aspects to bargain with the competitors, changing client tastes and preferences. The strong competition in terms of product similarity and expanded number of competing brands in the market have driven the marketers to consider and think about the components that are influential in consumers' brand choices and behaviours. The intention to purchase is a Generation Y who has intention and willingness to make the purchase on goods in the future. Besides, past researchers have been discovered that Generation Y student make purchase is based on their past experience, they will be collect information regarding the items that they want to buy, make comparison among the similar items then only will make purchase, the intention will predict behaviour that is considered as a central key. As a result, the positive intention will lead to positive behaviour. This study focused on the factors that influernce the intention to purchase android smartphones among Generation Y. The primary data is collected through the questionnaires distribution and analysed by using Statistical Package for the Social Sciences (SPSS). It is found that there are significant positive relationship between those factors (prodcut features, brand name, social influence and product sacrifice) towards the intention to purchase android smartphones.