Consumer buying behavior towards smartphones in Nepal | |
| Author | Thapa, Sandesh |
| Call Number | AIT RSPR no.SM-21- |
| Subject(s) | Consumer behavior--Nepal Smartphones--Marketing |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Smartphones have become an everyday product for our daily use. Nepal is evolving towards digital phase where three quarters of total population have access to broadband services. There is a global surge towards digitalization and the main catalyst is the role of smartphones. Thus, this paper seeks to explain the factors influencing purchasing behavior of smartphone in Nepal. Purchase behavior is analyzed through product factors such as price, brand, and features of smartphones, external factor which is COVID pandemic scenario, and buyer’s perspective of smartphones’ utility in terms of necessity and/or luxury mediating the relationships between buying behavior and internal & external factors. Convivence sampling of respondents from urban areas of Nepal through Likert scale questionnaire provided 217 responses which were analyzed through Principal component matrix, hierarchical multiple regression, correlation analysis, and Sobel test for mediation analysis. The data resulted in price, features, brand, and COVID showing significant relationship with consumer buying behavior towards smartphones in Nepal. Also, the paper found that perception of smartphones as a necessity utility has significant mediation on the relationship between price, brand, & COVID and consumer buying behavior towards smartphones, but perception as luxury had no significant mediating affect between any independent variables and consumer buying behavior. The paper can be utilized by smartphone distributors and resellers in Nepal to understand buyers’ perspective on purchase behavior in terms of external environment such as preference towards ease of smartphone purchase. International producers can take this research paper to understand Nepal market and Nepalese smartphone buyers’ preference on what a smartphone should provide in terms of necessity utility, price factors, product features, and brand name |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K.; |
| Examination Committee(s) | Zimmermann, Willi;Vimolwan Yukongdi; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2021 |