The document discusses factors that influence smartphone purchase intentions. It summarizes a study conducted in 2016 that concluded brand image is one of the most vital elements in influencing customers to buy smartphones. The study surveyed Nepalese smartphone buyers ages 15 to 25 and found that brand image, which creates feelings of trust, social status, and product quality, has a strong impact on purchase decisions. While some prior studies identified price as most important, this study of young Nepalese buyers focused specifically on the role of brand image. To succeed in the smartphone industry, manufacturers cannot ignore the importance of building a strong brand image over time through integrated marketing strategies.

1. “Brand Image”
The crucial factor for Smartphones Industry
-KanwaljeetSingh(2016)
First of all, Smartphone market is highly competitive in present scenario.
Due to rapid changes in the field of technology day by day new
smartphone brand comes into existence. Also, the mindset of the
consumer is difficult to understand. There are so many factors that
influence the purchase intention of the consumers, for instance Price,
Brand Image, Convenience, After-sales services, Durability, Social
Influence and many more. The study I conducted in October, 2016
concluded that the brand image is one of the most vital elements in order
to influence the customer to buy Smartphone. The reasons may be trust,
social status and performance.
In my opinion, Brand Image does influence the purchase intention of the
smartphone buyer. Well-known brands automatically create the
environment of trust, because we get to hear the name of that brand from
various sources, whether it is from friends or different medias. The
world is moving toward materialism day-by-day, so people also seek the
brand that can help them to incease the social status. Finally, Brand
Image provides the feeling that, if a consumer purchases a well-known
brand product, there are minimal the chances of failure of that product.
Whereas, previous studies (Sata, 2013 and Khan, Abid, Muntaha &
Jamal, 2016) Concluded price as an important factor.

2. Well I am agree with their conclusion, but the study I conducted was
totally focused on the age group of 15 to 25, so I guess this is the only
reason that we found such differences.
This research study was carried out to explore the factors affecting
purchase intention of young samartphone buyers in Nepal. This study
examined seven factors that affect the purchase intention of consumers.
Factors included brand image, price, social influence, features,
convenience, durability and after sales services. This study was a
descriptive research study. The data were gathered from the consumers
via questionnaire. The target population is the consumers of smartphone
and laptop, between the age group of 15 to 25. The conclusion was that
Brand Image is the most important element of any business, especially if
they belong to smartphone industry. All I want to say is, if you want to
manufacture Smartphone in near future, you just can’t afford to ignore
this element, but the Brand Image can’t be buided over nights, you must
integrate the various marketing tools and strategies.