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  • Subject Name : Consumer Behavior

Introduction

A literature review is considered as the narrative review that is an academic piece that comprises of existing information on the current subject and its related themes. Furthermore, it also comprises of practical results, conjectural and procedural contribution. It also comprises critical valuation, summary, and portrayal of the investigation credentials that are engaged in deliberation. This is one of the significant procedures to get all the necessary information related to the selected topic. In order to conduct the literature review, it is cardinal for the scholar to overview numerous records, papers, documents and articles in order to retrieve the important information form the sources that are authentic and relevant(Machi&McEvoy, 2016). The broad study will be directed so that the utmost suitable resources will be collected and so that appropriate information will be gathered and relevant results can find out.

The literature review also aids in finding the gaps that are present in the existing researches conducted by the researcher. This gap provides the right way for different investigators to research the most appropriate form and fill the existing gaps. The main motive of this procedure is to deliver a validation to the research credentials that have chosen for the selected subject. It also offers a theoretic framework as well as research methodologies that can be useful for new researchers(Machi&McEvoy, 2016). There are distinct keywords that will be used in the research such as smartphone, mobile trends, purchase behavior, marketing trends, e-commerce, sales, consumer's purchase of smartphones, etc. the main purpose of this key words is to organize the research in the most suitable way and emphasis on the chosen topic.

Impact on Consumers Buying Behaviour of Smart Phones

This literature review is going to analyse the factors that have an impact on consumers' buying behaviour of smartphones. The focus of the study will be on four main variables as factors that could influence consumer's purchase of smartphones(Ting, Thaichon, Chuah& Tan, 2019). Those variables are price, brand loyalty, product feature and social influences, aspects of a smartphone that attracts the consumers towards a particular model or brand.

Kiran, Thomas, Johny& Jose(2019), depicts that various factors lead to impact the consumer buying behavior. This paper highlights the influence of practical and hedonic factors that impact the buying behavior of Generation Y customers in terms of buying smartphones. The authors have conducted a mixed process approach in order to collect the data for the research work along with the descriptive research design. The authors have collected the data from the primary resources in the form of a survey. The data is collected from the respondents and around 450 participants are included in the survey. These respondents are the youths and grownups that are aged alomost16-30 years.

The collected data was quantified by using the mathematical tools in order to conclude. The Secondary data was gathered from the online published study articles and expediency. The research concluded that the effect of both the issues has a diverse intellect that impacts on each individuals purchasing process(Kiran, Thomas, Johny& Jose, 2019). This paper found that the practical and hedonic factors affect the individual buying behavior of smartphones. However, it is also noted that the post-examination, practical factors increased preeminence above hedonic factors.

Elammari&Cavus (2019), also depicts that the use of smartphones is the major need of the presentera.The authors highlights the recent development in the technology and the impact on the buying behavior of the students in terms of E-learning. In education, the demand for smartphones is increasing day by day and its impact is highly visible on the buying behavior of the students. However, students want to gain the maximum advantage from smartphone learning so it is cardinal to recognize the stipulations of the smartphones used by scholars and the institutes can create the online learning portal according to the models of smartphones used by the students.

This paper focuses on the evaluation of the factors that affect university scholars’ smartphone buying actions in North Cyprus. The authors have collected the data from the primary resources in the form of a survey(Elammari&Cavus 2019). The data is collected from the respondents and around 472 participants are included in the survey. These respondents are the youths and grownups that are aged alomost16-30 years. This paper has proposed four hypotheses and only one hypothesis was not supported. This paper concluded that the importance of smartphones is increasing day by day and the smartphones conquer a very imperative place on scholars’ day-to-day lives without affected by rate deliberations.

Haba, Hassan &Dastane (2017), also proposed that various factors lead to customer’s perceived value in terms of smartphone buying behavior as well as its impact on the buying intention. This paper aims to identify the social value, apparent usefulness, financial value and have impact the purchase behavior or not. The authors have researched professionals that are working in Malaysia. The authors have collected the data from the primary resources in the form of a survey. The data is collected from the respondents and around 302 participants are included in the survey. Collected data were analyzed by various techniques such as dependability test, trial competence, CFA and structural equation modeling (SEM).

The authors found that the two factors that are social value and perceived value ease of use do not affect an indirect or in an indirect way on the smartphone buying intention amongst working professionals of Malaysia. This research is very important for the researchers to understand the buying behavior of the consumer perceived value (CPV)amongst working professionals of Malaysia. This kind of consumer is very important for smartphone manufacturing companies because of their high pay and buying decision-making power. Apart from this, there are various limitations of this research as the author conducted the primary research instead of secondary research and the data is only suitable for the specific region as it will not be applicable for another country.

Martins, Costa, Oliveira, Gonçalves&Branco (2019), contradict that advertisement of the smartphones impact the buying behaviour of the customers. The authors depict that the usage of smartphones is increasing day by day and the companies adopt new marketing strategies to fascinate the customers. This Journal portrays that it is very difficult to comprehend the issues that stimulate customers to relate with Smartphone ads and consequently understand their judgment to purchase. The authors have collected the data from the primary resources in the form of a survey.

The data is collected from the respondents and around 303 participants are included in the survey. The Journal concluded that the advertising value, stream experience, and product awareness demonstrate the purchase intention. This data is very helpful for the manager as well as marketers in order to know the importance and the influence of the advertisement on the customer's buying behavior of the smartphones. Apart from this, there are various limitations of this research as the author conducted the primary research instead of secondary research which will lead to bringing the different aspects of this research.

Kaushal& Kumar (2016), also study the impact of social influence on the customer buying behavior of smartphones. The research analyzes all the factors that lead to an impact on consumer buying intention. Apart from this, this research noted the significant difference in the buying behavior of males and females. The authors have collected the data from the primary resources in the form of a survey. The data is collected from the respondents and around 159participants are included in the survey. These respondents are the youths and grownups that are aged almost 16-30 years.

This research used the non-probability technique to choose the respondents for the survey. This research also used multiple regression models to identify the linkage between the above-mentioned issues and buying intention. The authors conducted the Mann-Whitney U-test to compare the answers of man and woman customers. The study identified that three factors impact the buying process of the customers and which are compatibility, dependence and also social influence. However, it is also noted that there is no significant difference between the male and the female response other than the convenience factor.

Schuster, et al. (2016), states that the usage of smartphones is the major need for the present era and the authors highlight the recent development in the technology and their impact on the buying behavior of the students. This paper analyses that among the students the demand for smartphones is increasing which ultimately affects the buying behavior. The study was researched by exploring the purchase behavior of the students studying in universities.The authors have collected the data from the primary resources in the form of a survey. The data is collected from the respondents and around 337 participants are included in the survey.

These respondents are the youths and grownups that are aged almost 16-25 years. This research used the non-probability technique in order to choose the respondents for the survey. This research also used structural equation modeling in order to identify the linkage between the above-mentioned issues and buying behavior. The authors found that three factors impact the student's reliance on smartphones and that is the social influence, suitability and social need. In addition, there are various limitations of this research as the author conducted the primary research instead of secondary research which will lead to bringing the different aspects of this research.

Al Koliby&Rahman (2018), states that brand equity plays a significant role in the decision-making process of the customers. This paper focuses on the buying behavior of the customers due to the influence of brand equity. The authors have collected the data from the primary resources in the form of a survey. The data is collected from the respondents and around 377 participants are included in the survey. These respondents are the youths and grownups that are aged. The author found that three significant factors lead to the impact of the buying behavior of the customers in Malaysia.

These factors are the brand connotation, apparent quality and product loyalty have a positive impact on the buying behavior while on the other hand brand awareness have an insignificant role in the buying behavior on smartphone purchase. This data is very helpful for the manager as well as marketers in order to know the importance and the influence of brand equity on the customer's buying behavior of the smartphones. However, there are various limitations of this research as the author conducted the primary research instead of secondary research and the data is only suitable for the specific region.

In the words of Gill, (2016), the perception of the customers towards the purchase of the smartphone is the biggest issue for the marketers as well as for researchers. This paper focuses on youth buying behavior towards smartphones. The paper analyzes the behavior of the purchaser before and after the buying choices. This paper investigates the internal as well as the external factors that impact the perception of the youth towards the purchase of the smartphone. Apart from this, the author also highlight the significance of brand preferences while purchasing smartphones.

The authors have collected the data from the primary resources in the form of a survey. The data is collected from the respondents and around 100 participants are included in the survey. These respondents are the youths and grownups that belong to 16- 30 ages. The paper finds that the majority of people are satisfied with smartphones they acquired. However, brand preferences have a strong impact on the buying choices of the smartphones (Gill, 2016).This data is very helpful for the manager as well as marketers in order to know the importance and the influence of the brand preferences on the young buying behavior on smartphones.

Gecit, (2019), also study the impact on the purchase frequency of the Turkish consumers. According to the author, smartphones are the essential needs for the people in order to remain connected with each other and for many other applications. This paper highlight that the factors related to the product, brand and the social and the individual factor are considered as the factors which affect the purchase frequency of the customers. The authors have collected the data from the primary resources in the form of a survey. The data is collected from the 384 universities of the Turkish. The data is collected from the respondents and around 770 thousand participants are included in the survey.

This research used the probability technique in order to choose the respondents for the survey. This research also used the SPSS application in order to analyze the data and demonstrate the linkage between the above-mentioned issues and the buying intention of the consumers of Turkish(Gecit, 2019).The paper concluded that social factors ensure an optimistic outcome of mobile purchase frequency. Besides, brand-related factors as well as the additional services considered to have an undesirableoutcome on mobile purchase frequency. However, the individual factors and the functional factors of the product do not affect the purchase frequency of the smartphones. However, there are various limitations of this research as the author conducted the primary research instead of secondary research and the data is only suitable for the specific region.

Conclusion

It is concluded from the study that various factors have an impact on consumers' buying behavior of smartphones. The study found various factors such as the influence of practical and hedonic factors that impact the buying behavior of Generation Y customers in terms of buying the smartphones, factors that affect the university scholars' smartphones buying actions in North Cyprus and so on. The study also discusses the impact of advertisements on the smartphone buying behaviour of the customers. Apart from this, most of the research uses the primary data collection method to collect the data from different resources. In the primary data, collection method surveys are conducted in order to collect data from the respondents.

Apart from these various techniques are used in the research such as CFA and structural equation modeling (SEM), SPSS application, etc. Some of the researchers used probability technique and some used nonprobability sampling techniques. One of the authors found that the two factors that are social value and perceived ease of use do not affect indirect or in an indirect way on the smartphone buying intention while others found that advertising value, stream experience, and product awareness demonstrate the purchase intention. Apart from this there are various limitations of this researches as most of the research belongs to the primary data collection method so the limitations for those research as the authors conducted the primary research instead of secondary research and the data is only suitable for the specific region as it will not be applicable for other regions.

References

Al Koliby, I. S., &Rahman, M. A. (2018). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia. FAST Transactions on Education and Social Sciences, 15(1), 7-19.

Elammari, H. A., &Cavus, N. (2019).Investigating the Factors Affecting Students’ Smartphone Purchasing Behaviors in the Context of Mobile Learning. International Journal of Emerging Technologies in Learning (ijet), 14(22), 111-121.

Gecit, B. B. (2019). Factors Effecting Purchase Frequency in Turkey: An Application on Smart Phones. Academy of Marketing Studies Journal.

Gill, A. K. (2016). Youth Buying Behaviour towards Smartphone’s: A Study in Ludhiana City. International Journal of Economics and Management Systems, 1.

Haba, H., Hassan, Z., &Dastane, O. (2017). Factors leading to consumer perceived value of smartphones and its impact on purchase intention. Global Business and Management Research: An International Journal, 9(1).

Kaushal, S. K., & Kumar, R. (2016). Factors Affecting the Purchase Intension of Smartphone: A Study of Young Consumers in the City of Lucknow. Pacific Business Review International, 8(12), 1-16.

Kiran, P., Thomas, T., Johny, J., & Jose, D. (2019).Understanding the Influence of Utilitarian and Hedonic Factors on Buying Behaviour of Gen Y while Purchasing Smartphones. Ushus-Journal of Business Management, 18(4), 55-69.

Machi, L. A., &mcevoy, B. T. (2016). The literature review: Six steps to success. Thousand Oaks, CA: Corwin Press.

Martins, J., Costa, C., Oliveira, T., Gonçalves, R., &Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387.

Schuster, T., Lund-Thomsen, P., Kazmi, B. A., Arif, I., Aslam, W., & Ali, M. (2016).Students’ dependence on smartphones and its effect on purchasing behavior. South Asian Journal of Global Business Research.

Ting, H., Thaichon, P., Chuah, F., & Tan, S. R. (2019). Consumer behaviour and disposition decisions: The why and how of smartphone disposition. Journal of Retailing and Consumer Services, 51, 212-220.

Remember, at the center of any academic work, lies clarity and evidence. Should you need further assistance, do look up to our Consumer Behaviour Assignment Help

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