Abstract
Smartphones have become the daily necessity among people. People always look for the new model of smartphones, and the trend of changing smartphones is still very strong. The purpose of this research is to study the factors affecting the purchase intention of smartphones in Sultanate of Oman. The study has chosen seven variables to study the relationship between brand name, price, product features, convenience, dependency, social influence and purchase intention. An online questionnaire was adopted to carry out the study. The content of the survey included demographic factors and questions based on each variable. A sample of 51 responses are collected. It is concluded that the purchase decision has no significant relation between gender and age. It is proved that purchase decision of smartphone by Omanis is influenced by price, product features and social influence. Brand name, convenience and dependency has no impact significant impact on the purchase decision. Keywords: Brand name, Price, Product features, Convenience, Dependency, Social influence, Purchase intention. DOI: 10.7176/JMCR/72-04 Publication date: October 31 st 2020
Highlights
The Sultanate of Oman is a very vibrant mobile market with over 177% penetration on mobile usage
The study reveals that a moderate positive correlation exists between the dependent variable purchase decision and the predictor variables such as brand awareness, product features, convenience and dependency
The findings show that these predictors contribute to 76.8% of the factors that influence the purchase decision of smart phones
Summary
The Sultanate of Oman is a very vibrant mobile market with over 177% penetration on mobile usage. According to Hootsuit Digital 2020 Report, the total population in Oman is 5.04 million with 72.4% using mobile phones. The percentage of active social media users accessing via mobile is 100%. The percentage of Facebook users accessing via a mobile phone is 93.1%. The mobile network infrastructure index score is 70.49 out of 100. According to the Mobile market vendor market share, Oman, between August 2019 to August 2020, Huawei holds 51.05%, followed by Samsung 28.45%, Apple 12.65%, Xiaomi 2.66%, Oppo 1.25%, and Nokia holds 0.82% market share (Statcounter, Global Stats, 2020). The use of mobile phones starts at an early age. Among adolescents (15-19 years), 91% of males and 83% of female already own a mobile phone and it is quite homogeneous throughout the country and between the population groups (ICT Household and Individuals Survey, 2013)
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