| Collection Title: | SIU IS | | Title : | Consumer Understanding and Purchase Intention: A Study of Smart Phone Users in Kathmandu Valley | | Material Type: | printed text | | Authors: | Chiranjeevi Paudel, Author ; Ousanee Sawagvudcharee, Associated Name ; Subarna Lal Bajracharya, Associated Name | | Publisher: | Bangkok: Shinawatra University | | Publication Date: | 2016 | | Pagination: | viii, 89 p. | | Layout: | ill, Tables | | Size: | 30 cm. | | Price: | 500.00 | | General note: | SIU IS: SOM-MBA-2016-N07
IS [MS. [MBA]] -- Shinawatra University, 2016 | | Languages : | English (eng) | | Descriptors: | [LCSH]Consumers -- Case studies
[LCSH]Smartphones
| | Keywords: | Purchase Intention,
Perceived Product Value,
Perceived Quality,
Price, Perceived Sacrifice,
Brand Image | | Abstract: | In today’s modern world having an attractive and demanding smart phone has become one of the important things in people life. Especially, when it comes to smart phone, people’s preference and choices is different from one to another. So while selecting a smart phone, consumers seeks for varieties of factors which influence their purchase intention. Similarly, it cannot be ignored that the choice of smart phone are strongly influenced by both internal and external factors. Consumers choice and purchase intention are formed by the various factors they value the most. So consumer perceived value regarding the smart phone is an important factor in creating a purchase intention.
It is believed that one of the key to the success of business is by understanding the consumer perceived value about the product. Perceived Value is the worth that a product or service has in the mind of the consumer. The consumer’s perceived value of goods or services affect the price that he or she is willing to pay for it. For the most part, consumers are unaware of the true cost of production for the products they buy. Instead, they simply have an internal feeling for how much certain products are worth to them. Thus, in order increase their products purchase intention; producers may pursue marketing strategies to create a higher perceived value for their products.
The research focuses on study of consumer perceived value and purchase intention of smart phone users in Kathmandu valley. From this research different factors like perceived product value, perceived quality, price, perceived sacrifice and brand image are identified as consumer perceived value to make purchase intention. The main objective of this research is to study consumer perceived value of smart phone users which is responsible for creating purchase intention of smart phones. The overall research is guided by this objective. The consumer perceived value factors identified by the researcher were supposed to have relationship with purchase intention and five hypotheses were formulated.
A comprehensive literature was conducted in which consumer perceived value, perceived sacrifice, perceived quality, price, perceived product value, brand image are defined and discussed. Similarly, the research includes other topics like purchase intention, what influences consumer perception of value, history of smart phones and many more. Various previous research, journal, reports and articles by different authors that focus on consumer perceived value and purchase intention were reviewed and discussed. A theoretical model was developed taking into consideration the different variables and perceived relationship among them.
Total of 182 respondents were collected and analyzed. The questionnaire was in multiple choice formats and contained five-point Likert Scale. Descriptive statistics and correlation analysis were used to analyze the collected data. Cronbach’s alpha was used to test the reliability of the instrument. Descriptive analysis of the study included respondents’ gender, age group, average monthly income, occupation, previous and present brand of smart phone used, etc.The correlation analysis found positive relationship between all the factors like perceived product value, perceived quality, price, perceived sacrifice, brand image and purchase intention of smart phone users.
Hypotheses were developed in the research on the basis of relationship between dependent and various independent variables. Hypothesis testing was done in order to fulfill the three main objective of the research. Five different hypotheses were developed and tested in order to show relationship between dependent and independent variables. Hypotheis test results in significant between all the independent variables; perceived product value, perceived quality, price, perceived sacrifice, brand image and purchase intention of smart phone users.
This research can be a direction for the smart phone marketers to succeed in this growing and technologically advanced competitive market. This research may also help to create a scope for several other researchers regarding smart phones in Nepal. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26915 |
SIU IS. Consumer Understanding and Purchase Intention: A Study of Smart Phone Users in Kathmandu Valley [printed text] / Chiranjeevi Paudel, Author ; Ousanee Sawagvudcharee, Associated Name ; Subarna Lal Bajracharya, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2016 . - viii, 89 p. : ill, Tables ; 30 cm. 500.00 SIU IS: SOM-MBA-2016-N07
IS [MS. [MBA]] -- Shinawatra University, 2016 Languages : English ( eng) | Descriptors: | [LCSH]Consumers -- Case studies
[LCSH]Smartphones
| | Keywords: | Purchase Intention,
Perceived Product Value,
Perceived Quality,
Price, Perceived Sacrifice,
Brand Image | | Abstract: | In today’s modern world having an attractive and demanding smart phone has become one of the important things in people life. Especially, when it comes to smart phone, people’s preference and choices is different from one to another. So while selecting a smart phone, consumers seeks for varieties of factors which influence their purchase intention. Similarly, it cannot be ignored that the choice of smart phone are strongly influenced by both internal and external factors. Consumers choice and purchase intention are formed by the various factors they value the most. So consumer perceived value regarding the smart phone is an important factor in creating a purchase intention.
It is believed that one of the key to the success of business is by understanding the consumer perceived value about the product. Perceived Value is the worth that a product or service has in the mind of the consumer. The consumer’s perceived value of goods or services affect the price that he or she is willing to pay for it. For the most part, consumers are unaware of the true cost of production for the products they buy. Instead, they simply have an internal feeling for how much certain products are worth to them. Thus, in order increase their products purchase intention; producers may pursue marketing strategies to create a higher perceived value for their products.
The research focuses on study of consumer perceived value and purchase intention of smart phone users in Kathmandu valley. From this research different factors like perceived product value, perceived quality, price, perceived sacrifice and brand image are identified as consumer perceived value to make purchase intention. The main objective of this research is to study consumer perceived value of smart phone users which is responsible for creating purchase intention of smart phones. The overall research is guided by this objective. The consumer perceived value factors identified by the researcher were supposed to have relationship with purchase intention and five hypotheses were formulated.
A comprehensive literature was conducted in which consumer perceived value, perceived sacrifice, perceived quality, price, perceived product value, brand image are defined and discussed. Similarly, the research includes other topics like purchase intention, what influences consumer perception of value, history of smart phones and many more. Various previous research, journal, reports and articles by different authors that focus on consumer perceived value and purchase intention were reviewed and discussed. A theoretical model was developed taking into consideration the different variables and perceived relationship among them.
Total of 182 respondents were collected and analyzed. The questionnaire was in multiple choice formats and contained five-point Likert Scale. Descriptive statistics and correlation analysis were used to analyze the collected data. Cronbach’s alpha was used to test the reliability of the instrument. Descriptive analysis of the study included respondents’ gender, age group, average monthly income, occupation, previous and present brand of smart phone used, etc.The correlation analysis found positive relationship between all the factors like perceived product value, perceived quality, price, perceived sacrifice, brand image and purchase intention of smart phone users.
Hypotheses were developed in the research on the basis of relationship between dependent and various independent variables. Hypothesis testing was done in order to fulfill the three main objective of the research. Five different hypotheses were developed and tested in order to show relationship between dependent and independent variables. Hypotheis test results in significant between all the independent variables; perceived product value, perceived quality, price, perceived sacrifice, brand image and purchase intention of smart phone users.
This research can be a direction for the smart phone marketers to succeed in this growing and technologically advanced competitive market. This research may also help to create a scope for several other researchers regarding smart phones in Nepal. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26915 |
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