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

ASEAN Marketing Journal, Vol. VIII, No. 1, 66-84, 2016

19 Pages Posted: 14 Jul 2016 Last revised: 3 Apr 2017

See all articles by Abdul Zahid

Abdul Zahid

Anglia Ruskin University

Omkar Dastane

Financial Training & Management Services (FTMS) College; Curtin University, Malaysia

Date Written: June 1, 2016

Abstract

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.

Keywords: purchase intension; smartphone; South East Asia; young adults; buying behaviour

JEL Classification: M31, M39

Suggested Citation

Zahid, Abdul and Dastane, Omkar and Dastane, Omkar, Factors Affecting Purchase Intention of South East Asian (SEA) Young Adults Towards Global Smartphone Brands (June 1, 2016). ASEAN Marketing Journal, Vol. VIII, No. 1, 66-84, 2016, Available at SSRN: https://ssrn.com/abstract=2809448

Abdul Zahid

Anglia Ruskin University ( email )

East Road
Cambridge CB1 1PT
United Kingdom

Omkar Dastane (Contact Author)

Financial Training & Management Services (FTMS) College ( email )

Block 3420, Persiaran Semarak Api,
Cyber 4, 63000
Kuala lumpur, WY Selangor 63000
Malaysia

Curtin University, Malaysia ( email )

CDT 250
Sarawak
Miri, Sarawak 98009
Malaysia

HOME PAGE: http://www.curtin.edu.my/

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