An Investigation of Customers to Explain the Purchase Intentions for Expensive Mobile Phone

Due to the fact of cut throat competition, mobile phone markets have become very unstable now a day. So, more research is needed by the marketers to overcome the problem of instability. They need to focus on Price, Perceived value, Brand Familiarity, Peer Pressure, New Technical Properties and Purchase Intention of the customers. On these notes and basis, this research deals with consumer buying behavior and purchase intention of the consumer while making an expensive mobile phone purchase decision. The objective of this paper is to describe the effect of various factors on purchase intention. The objective is to sort out all the driving forces that lead a customer to purchase an expensive brand. A questionnaire was designed on closed ended items and a sample of 222 people was taken for the research purpose. The sample population was taken from Bahwalpur, Pakistan. The sample was taken on convenience basis. This paper finds the relationship between various factors like Price, Perceived value, Brand Familiarity, Peer Pressure, New Technical Properties and Purchase Intention. It was noticed that although the mobile purchase decision is very subjective in its nature but yet there are many other factors that have a direct influence on this type of decision. It is found that customer perceives a brand value through listed price and this might lead towards a purchase decision. Other factors like brand familiarity, peer pressure and new technical properties also showed a positive relationship with the purchase intention in expensive mobile shopping. This paper covers all the aspects of these factors in association with expensive purchase intention.