Factors Affecting Customer Purchase Intention in Smart Phone Industry of Pakistan

Abstract

The study aims to determine the influence of consumer values (i.e. social value, emotional value, functional value) and brand identification on brand loyalty. The data was collected through a survey questionnaire spreading among customers using smartphones from Karachi, Pakistan. A total of 312 sample data were analyzed and delivered statistical results by developed hypotheses. SmartPLS SEM and SPSS were used to test the hypotheses. The study found a positive and significant relationship between consumer values, brand identification, loyalty, and purchase intention. The study found brand loyalty mediates the relationship between functional, social value and brand identification, and intention of purchase except for emotional value. The study results recommend that marketers would analyze and focus on the customer's emotional values more as it influences the decision-making behavior and intention to buy the smartphone of the customer in order to get a better return on investments in marketing promotions.