The factors influencing smartphone buying behaviour among New Zealand consumers
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Authors
Gedara, Nuwan Awantha Wijekoon Bandara Liyanaralalage
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2024
Supervisors
Wood, Jacob
Duncan, Wayne
Duncan, Wayne
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Smartphone
Buy behaviour
Price
Product features
Social influence
Buy behaviour
Price
Product features
Social influence
ANZSRC Field of Research Code (2020)
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Abstract
This research examines the factors influencing smartphone buying behaviour among New Zealand consumers. The research covered price, phone features, social influence and brand as the key variables which influence consumer smartphone buying behaviour in the New Zealand market. A positivist research philosophy was utilized to conduct the research. The research design deployed was an online questionnaire based quantitative, descriptive and cross- sectional survey design. A snowball and convenience sampling methods were used to collect data from New Zealand smartphone users aged 18 and above. From this approach, 124 valid responses were collected. An analysis of the results showed that price, phone features and brand have a significant influence on smartphone buying behaviour in New Zealand. Moreover, the social influence factor gave mixed results showing that family and peers influence consumers’ smartphone buying behaviour while celebrity or influencer endorsement had no direct impact. From a practical perspective, the findings of the study will be useful for smartphone manufacturers and retailers for their product design, and for development and strategical planning. Also, these research findings will provide insights for customers making their next smartphone purchase or upgrade. Likewise, the current research will fill the gap in the existing literature and provide directions for future scholars.
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CC BY-NC Attribution-NonCommercial 4.0 International