CONSUMER PURCHASE DECISION TOWARDS SMART PHONES IN JHAPA

Abstract

The main purpose of this study is to understand and evaluate the factors that affect the consumer purchase decision of a smart phone in Jhapa. This research would assist us in answering the questions like what are the factors that influence the buying behavior of the consumer on smart phone. While doing the research the data was gathered by primary information through the comprehensive and organized questionnaire. Questionnaires were distributed to users of smart phone within Mechinagar municipality of Jhapa District through the help of Google docs. SPSS and Excel sheet were used for finding out result of data analysis and interpretation. To derive the findings based upon the primary objective, the study uses descriptive statistics to analyze the views of the respondents of different respondents. The total of 403 respondents was taken to obtain the information and convenience sampling method was used. Statistical tool like frequency analysis, mean, median, correlation, regression, t- test and f-test were used to analyze and test the obtained data. The respondents are both male and female respondents. The results have been interpreted and analyzed on the basis of the data. The study shows that majority of the people purchased Android based smart phone followed by Apple and Windows. Xaiomi is the most preferred brand with Samsung on second. Rest other brand are scattered in this study and they are taking the market slowly. Maximum of the respondent are of Bachelors Graduated. Maximum number of respondents has monthly salary below 26,000-50,000. Most of the respondents agree that mobile phones are not just necessity; it also signifies the status symbol. High number of people bought their current smart phone in the price range between 20,000-40,000. The result showed that consumers also consider durability of the mobile phone, its resale value and discount while purchasing the smart phone. Most of the consumers decide themselves when they purchase smart phone and are not influenced by others. The major influencing factors for purchase decision were store-person and friends after self. The major finding from the hypothesis testing was that there is significant relationship of purchase decision with design and advertisement. Keywords: Consumer buying behavior, price, brand image, primary survey, descriptive statistics.