"Consumer behavior" while the purchase of Smartphones and Laptop

1. Determinants of Buying Decision
on Personal Gadgets Among
Nepalese Youth
Kanwaljeet Singh
Kshitiz International College

2. Introduction
• Consumer buying decision in case of specialty
products like laptop and smartphone is different than
in other cases.
• This study focused on exploration of determinants
that influence the decision of Nepalese young adults
while purchasing personal gadgets.

3. Statement of Problem
• Increasing demand of Personal Gadgets
• Previous studies like:
 Khan, Abid, Muntaha, & Jamal (2016)
 Malviya, Saluja & Thakur, (2013)
 Sata, (2013)
 Nasır, Yoruker, Gunes & Bogazici, (2006)
• Nepalese consumers’ demography, psychography
and socio – economic characteristics

4. Objectives
Main objective
• to identify the determinants of purchase intention of
personal gadgets among Nepalese youth
Specific objectives
• To identify the current status of different brands of
smartphone and laptop among the Nepalese youth
• To identify the factors those determine the choice of
personal gadgets

5. Theoretical Framework and
Hypotheses
Price
Brand Image
Features
Reference Group
After Sales Services
Convenience
Durability
Purchase Intention
H1
H2
H3
H4
H5
H6
H7
H8: At least one variable have the most significant influence towards
purchase intention of personal gadget among Nepalese youth

6. Research Methodology
• Population : Users of Personal Gadgets
• Research Design: Survey Research
• Sample size: 270 (age 15 to 25)
• Main Instrument: Questionnaire
a. Case: Smartphone
b. Case: Laptop
• Tools:
a. Mean and Frequency
b. One way ANOVA
c. T-test

7. Discussion
Results
• 58% of people own the smartphone of Samsung
brand.
• 57.3% of people want to purchase the smartphone
of Apple brand.
• 34.2% of people own the laptop of Dell brand.
• 60.8 of people want to purchase the laptop of Apple
brand.
• Features of the gadget and brand image are the most
important factors which motivate or influence the
consumer to purchase personal gadgets.

8. Contd…
Conclusion
• Apple brand is the most desired brand
• Samsung and Dell are selling most of the
Smartphones and Laptops respectively in Nepal
• Consumers are more concerned about technology
and brand image

9. Contd…
Conflict
• Sata (2013) and Khan, Abid, Muntaha & Jamal,
(2016) concluded Price as the most influencing
variable [Place- Ethiopia and Pakistan respectively]
• This study- ‘Features’ and ‘Brand image’

10. Limitations and Further Scope
Limitations:
• Extraneous Variable- ‘Dependency’ (Lay, Kok & Yin,
2013)
• Consumer behavior- a dynamic concept
Further Scope:
• Conjoint Analysis would help to determine the optimal
combination of attributes
• Building Brand image with proper promotion mix
• Variables like ‘dependency’ and ‘compatibility’ can be
taken as additional factors

11. Thank you