Consumer Decision-Making Styles in Smartphone Purchases in New Zealand
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Authors
Fernando, Welisarage Srimal Susitha
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2024
Supervisors
Kularatne, Indrapriya
Duncan, Wayne
Duncan, Wayne
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Consumer decision-making
Smartphone
Brand loyalty
Technology
Smartphone
Brand loyalty
Technology
ANZSRC Field of Research Code (2020)
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Abstract
In this research, the consumer decision making styles are investigated in terms of internal, external and situational factors influencing purchasing behaviour of smartphones in New Zealand. Data were collected from a survey distributed to a diverse sample of New Zealand smartphone users using a quantitative approach. This shows key findings that are driven by consumers’ brand loyalty, the desirable attributes of a smartphone, and social influence. Also, technological features, affordability, and peer influence have important effect on preferences to new models and upgrades. In addition, impulsive buying behaviour is driven by situational factors, for instance, replacement. Results contribute to the theoretical understanding of consumer behaviour in the context of the New Zealand smartphone market, where the Consumer Styles Inventory (CSI), Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) can be applied. Marketers are recommended to focussing on reinforcement on their brand and key demographic elements to adopt the changes in the consumers’ needs and preferences. Finally, this study offers valuable insights to companies trying to develop appropriate marketing strategies for the New Zealand smartphone market.
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CC BY-NC Attribution-NonCommercial 4.0 International