Factors Influencing Smart Phone Buying Behavior of Consumers: Implications for Building a Marketing Strategy

Abstract

This research investigated the nature of factors that influence the smartphone buying decision in Arar province in Saudia Arabia. The research is based on a survey which targets individuals who own smartphones. A total of 384 smartphone owners were questioned. The five items that correspond to the study’s independent variables (personal factors, external factors) underwent reliability analysis. The results allowed confirming the reliability of the questionnaire items. The statistical package analysis program SPSS was used to examine the study data. The ACP-method, regression model, was used to evaluate our hypothesis. The ACP resulted in dividing the influencing factors into 3 groups: personal factors, external factors, and gender. Regression model analysis revealed that personal factors, external factors and gender accounted for 41.7% of the variance in buying decisions and were statistically significant. It has also been confirmed that these variables have an impact on smartphone buying behavior. The results of the analysis revealed that internal and external factors, as well as gender, influence the decision to purchase a smartphone. Personal traits have a greater impact on the decision to purchase a smartphone. The findings are important for smartphone marketers to better analyze consumer behavior and segment the market based on the customer’s particular qualities. The same results can be applied to these firms’ product development processes.