Factors Influencing the Purchase Decision of Smartphone Users in Sultanate of Oman

Abstract

Smartphones have become the daily necessity among people. People always look for the new model of smartphones, and the trend of changing smartphones is still very strong. The purpose of this research is to study the factors affecting the purchase intention of smartphones in Sultanate of Oman.  The study has chosen seven variables to study the relationship between brand name, price, product features, convenience, dependency, social influence and purchase intention. An online questionnaire was adopted to carry out the study. The content of the survey included demographic factors and questions based on each variable. A sample of 51 responses are collected. It is concluded that the purchase decision has no significant relation between gender and age. It is proved that purchase decision of smartphone by Omanis is influenced by price, product features and social influence. Brand name, convenience and dependency has no impact significant impact on the purchase decision.

Keywords: Brand name, Price, Product features, Convenience, Dependency, Social influence, Purchase intention.

DOI: 10.7176/JMCR/72-04

Publication date:October 31^st 2020