Factors Affecting Consumer Purchase Intention of Smartphones: A Case of Hawassa City

Amanuel Engidaw

doi:10.7176/ejbm/12-25-03

Abstract

The growing need and fast development of technology in the era of globalization, free markets, and more fierce competition made the company produce products to satisfy the diverse needs of customers, particularly within the smartphone industries. The major objective of this study was to assess factors affecting consumers' purchase intention of smartphones; a case of Hawassa city. A structured schedule that has three sections was used to collect the primary data. A complete sample of 385 consumers selected by employing the population precision method. The enumerator administered schedule is distributed to all the selected consumers. The research used a systematic random sampling technique at the time of data collection. However, only 356 consumers responded genuinely, and hence, the response rate was 92.46 percent. Descriptive and inferential statistical tools such as; frequency tables, percentages, means, standard deviations, Pearson correlation, and multiple regression analysis were used to data analysis. The result of the adjusted R square is 0.645, which demonstrates that 64.5 percent of purchase intention variation can be explained by the independent variables. Based on the statistical analyses, all variables namely price, product feature, brand name, advertising, and social influence have a positive relationship with the consumers’ purchase intention. The researcher has drawn the following recommendations. Smartphone manufacturers and marketers should carry out a periodic survey to help in identifying new features and decide which ones to add to its product, follow a value-based pricing strategy, strive to create positive word of mouth among consumers, advertising messages should be designed in a manner that is clear, understandable and not offensive to the consumers and build their strong brand name; establish the link of their brand name with the consumers through unique sources of communication. Keywords : Purchase Intention, Smart Phone, Hawassa city DOI: 10.7176/EJBM/12-25-03 Publication date: September 30 th 2020

Highlights

The exponential growth of cell phone technologies has created additional affordances and new channels of communicating and presenting the information
We can understand that smartphones are the advanced form of mobile phones which provides a wide range of application to the consumer such as the advance ability of computing, it provides all things which a computer system provides as well as access the internet on high speeds can be possible (Gupta & Sheoran, 2013)
The data collected were entered into Statistical Packaging for Social Science (SPSS) version 20, and various statistical steps were applied to arrive at the desired output for analysis and presentation

Summary

Introduction

The exponential growth of cell phone technologies has created additional affordances and new channels of communicating and presenting the information. We can understand that smartphones are the advanced form of mobile phones which provides a wide range of application to the consumer such as the advance ability of computing, it provides all things which a computer system provides as well as access the internet on high speeds can be possible (Gupta & Sheoran, 2013). Handset manufacturing organizations in present times are eager to know what factors influence the buying behavior of an individual (Ibid, 2016). At this time smartphones are at the heart of many individuals because of convincing for handling, regardless of their sizes having many applications, easy to access the latest cyber sources, and for their multiple functions

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