Record Details

Factors Affecting Purchase Intention of South East Asian (SEA) Young Adults towards Global Smartphone Brands

ASEAN Marketing Journal

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Field Value
 
Title Factors Affecting Purchase Intention of South East Asian (SEA) Young Adults towards Global Smartphone Brands
 
Creator Wahid Zahid; Lord Ashcroft International Business School, Anglia Ruskin University, Cambridge Campus, East Rd, Cambridge CB1 1PT, United Kingdom, UK.
Omkar Dastane; Head – Centre for Postgraduate Studies cum Senior Lecturer
School of Accounting & Business Management
FTMS Global Malaysia,
Block 3420, Persiaran Semarak Api,
Cyber 4, Cyberjaya, Selangor, Malaysia
 
Subject purchase intension; smartphone; South East Asia; young adults; buying behaviour
 
Description The study aims to probe the effect of perceived price, perceived quality, brand awareness, and social influence on purchase intention of South East Asian (SEA) Young Adults towards global smartphone brands. This explanatory research uses quantitative empirical data collected from 200 SEA Young Adults studying in one of the public universities in Malaysia. Stratified random sampling is used while ensuring fair representation of SEA countries, viz., Singapore, Malaysia, Philippines, Thailand, Indonesia, Vietnam, and Cambodia. Correlation and regression analysis were carried out using SPSS 20.0. The study resulted in the finding that social influence has the highest level of linear relationship and so is the most influential factor among four. The findings provide guidelines to global smartphone brands for developing value proposition and better promotion mix for smartphones promotion.
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2016-06-29
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/5486
 
Source ASEAN Marketing Journal; Vol 8, No 1 (2016): June 2016; 66-84
 
Language en