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In conclusion, the
factors influencing the purchasing intent of smartphones in Sunway College are
price, product features and brand.
The third hypothesis
indicated that the brand of the smartphone will cause the purchase intent of a
smartphone to change. Based on the findings, the hypothesis is deemed true and
Sunway College students deeply consider the brand of the smartphone prior to
purchase. All three hypotheses have been proved to be true by the findings of
this research. The results were consistent with the previous research’s
The second hypothesis
suggested that the product feature of the smartphone will impact the purchase
decision of smartphone. After utilizing the five-point likert scale in the
questionnaire to prove this hypothesis to be true, it has been finalized that
the product feature of a smartphone really does affect the purchasing intent of
smartphones and some of the features researched were regarded more important by
the other when purchasing a smartphone. Hence, it all depends on the user’s
need and wants when it comes to this factor.
This study has proved
that there is a significant relationship between price, product features and
brand with the intention of purchase of smartphones. The first hypothesis
states that the price of smartphones influences the purchase of smartphones.
Based on the results obtained, it is confirmed that price really do affect
purchasing intent of smartphones and that Sunway College students do think of
the smartphone’s price before purchasing it.
The purpose of this
study was to investigate the factors influencing the purchasing intent of
smartphones among Sunway College students. In specific, this study aims to analyze
the relationship between price, product features and brand with the purchasing intent
There are a few limitations that are
present in this study. Firstly, this survey is only conducted within Sunway Pre-University
students. This limitation effectively limits the research scope range and
stunts the reliability of information of this research. This means that this
study was not able to analyze its’ findings to represent the whole body of
Sunway University College students. Plus, the survey questions were not clear
enough as there were some misunderstandings from the respondents on the
requirement of the question.
Limitations of Study
To further improve this research to
obtain a more accurate finding in the future, the questionnaire created should
be clearer with no confusions for the other party when they are answering the
survey. Other than that, this survey should not only be focused within Sunway Pre-University
students. It should comprise of responses from students of different faculties
of Sunway University College. With these suggested improvements, the next
researcher should be able to obtain a much more sensitive and accurate results
which involves a larger population of Sunway University College students.
Implication of Study
findings of this research provide new insights to what is already known. Aside
from application and software feature, respondents also highly prioritize
smartphones with a good design. This is an unexpectedly highly valued feature
that the respondents voted for. Even though all features of a smartphone are
equally important, but this research has shown how some features are more
highly regarded than others which show the behavior of customers when
purchasing a smartphone.
third hypothesis of this research illustrates that there is a significant
relationship between brand name and the purchasing intent of smartphone. In
accordance with the findings of this research, it is proven that this
hypothesis is true. 11 out of 20 respondents voted that they are very likely to
consider the brand of the smartphone before purchasing it. This may be because
the brand of a product is the face of the company. If the company does not have
a good reputation, there is a high chance that their product will be prone to
be of low quality. Hence, the brand of a product really does affect the
purchase intention of its’ potential customer. Other than that, based on the
survey, there is a question on the respondent’s opinion of a popular smartphone
brand. 12 out of 20 respondents voted that Samsung is, in their opinion, the
most popular brand in the world of smartphones compared to others like Hua Wei,
Xiaomi, Oppo and LG. This may be because Samsung has an extensive advertisement
range which led to higher awareness of Samsung as a high quality and popular
product. Plus, Ting et al. (2011) found that between brand loyalty and social
influence lies a positive relationship which in turn affects smartphone
purchase behavior. Hence, brand name does affect the purchasing intent of
further elaborate the second hypothesis, one of the questions in the survey
inquired about the main smartphone usage purpose and many respondents voted
that they use WhatsApp the most using their smartphone. This result is followed
by Facebook, a huge social media platform and in third place is YouTube and
Internet Browsing. These activities can only be possible with a smartphone that
has cutting edge technology imbedded in it and the consumer has access to the
Internet. With smartphone having features like application and software, it can
definitely be one of the factors influencing smartphone purchasing intent as
the respondents all need these features to fulfil their main purpose of using a
second hypothesis of this research is that there is a significant relationship
between the product features and the purchasing intent of smartphone. Based on
the end results, it is revealed that the product feature does play a
significant role on the purchase intention of smartphone. The question included
smartphone features like high-speed processing or operating system, application
and software, convenience and also design. Among these 4 features, 2 of them
have a high frequency of 11 out of 20 respondents’ votes each respectively as
the extremely likely factor that the students will consider when purchasing the
smartphone. These two features are
namely application and software and also design. The remaining 2 factors both
have the second highest frequency of respondents’ vote of high likelihood as an
influencing factor of smartphone purchase, with high-speed operating system
having 8 out of 20 votes and convenience having 6 out of 20 votes. Therefore, with this result, it is confirmed
that the product features like design and software play an important role in
influencing the purchasing intent of smartphones among students in Sunway
The first hypothesis
of this research is that there is a significant relationship between the price
and purchasing intent of smartphone. From the analysis conducted, it is
discovered that the price of the smartphone does play a role in influencing the
purchase intention of smartphone. 9 out of 20 respondents voted on the option
that they will very likely consider the price of the smartphone before making
their purchase. This represent 45% of the total response for this question and
this response option has the highest frequency among its counterparts for this
factor. Thus, it is proven that the price of smartphone and purchase intention
of smartphone share a significant relationship with one another.
The research methodology incorporated in this study is
reliable as it was used by a past research that produced accurate and sensitive
results. The method used was very sensitive as it provided scales for
respondents to fill up their responses with a more specific answer.
Figure 2: Purpose of Smartphone Usage
Figure 1: Frequency of popular smartphone brands
Table 1: Likelihood of factors to influence smartphone
The procedure involved includes the
distribution of questionnaire among Sunway College Pre-University students. The
media of transfer is by verbal and social messengers like WhatsApp. The data
collected after the survey is completed will then be analyzed in the form of
tables, graphs and charts. Afterwards, a conclusion will be made based on the
information collected via the conduct of the survey.
The instrument used in this research is
a questionnaire. It uses five-point likert scale and also multiple-choice
questions to determine an answer for each of the research objectives. The
research questionnaire is designed with full attention to extract information
on “Factors that influence purchase intention of smartphones”, “Brands of
Smartphone that are popular” and also “Smartphone Usage Purposes”. There are
four sections to the questionnaire. The first section contains questions to
determine the demographic of the respondents. Questions like age and gender are
included. The second section contains the factors influencing smartphone
ownership. The factors highlighted in the questionnaire is reflective of the
selected literatures to determine the factors influencing smartphone purchase
in Sunway College. On the other hand,
the third section of the questionnaire comprise of multiple-choice question
that inquiries about the respondents’ opinion on popular smartphone brand.
Lastly, the fourth section includes a multiple-choice question to determine the
main usage purpose of smartphone.
This research aims to find out the
factors influencing the purchasing intent of smartphone among Sunway College
students. Hence, the participants are from Sunway College and are currently
pursuing their Pre-University studies. There are 20 participants in total for
Companies and organizations will always
find their own points of differentiation in order to stand out more in their
industry. In this case, the smartphone industry. These companies must discover
new attractive technological improvements for the smartphone and to meet the
expectations and demands of the customers. Brand name can be used to define and
represent the organization. Many organizations highlighted the importance of
the brand name due to its opportunity to bring forth a competitive advantage to
the company (Cornelis, 2010). In accordance to ChangeWave Research (2010),
Apple, the smartphone brand has a huge loyal customer base as the company
creates gadgets to cater to different types of customer with a variety of
colours, storage spaces at varying prices. In short, brand name does affect
demand for smartphones among Malaysian students (Norazah, 2013).
In today’s technological market, there
are many similar smartphones with high technology features. Hence, different
people will pick and compare the features of smartphones and choose the
smartphone that can meet both their needs and wants. As claimed by Oulasvirta et al. (2011), there
are many features in our smartphones nowadays like a built-in web browser,
wireless connection, high-definition displays, location detectors and also
ample storage. All these features of a smartphone will be subject to the
expectation of consumers on whether if they will be satisfied with the product
when they utilize it, hence influencing the purchasing intention (Kupiec &
The Law of Demand is one of economics
core concept. This law states that the demand of a product is affected by the
price of the product. When the price of the product is high, the demand will be
low. According to Bettman, Johnson and Payne (1988), different factors can
influence situations differently. Following Chisnall (1994), it is stated that
consumers have different tastes, motivation, need and lifestyle when it comes
to the purchase of a product. Some of them will go for high quality products
that comes with a high cost, while some will choose otherwise (Monroe, 2004).
Smartphones nowadays are known for
their advancement in computing power and highly regarded connectivity compared
to a contemporary mobile phone. Due to these special features along with
fundamental functions of a mobile phone like SMS and video call, smartphones
are dubbed as the “medium of new information” (May& Hearn, 2005). In
Malaysia, surviving a day without a smartphone is simply impossible as that
gadget has dominated our daily lives with its’ superb abilities. According to Malaysian
Communication and Multimedia Commission (MCMC), there are 87.9% of Malaysians whom
own a smartphone, and within this percentage, 65.2% of them are Malays (MCMC
There are three hypotheses identified
which are related to this study. The first hypothesis states that there is a
significant relationship between the price and purchasing intention of
smartphone. The second hypothesis indicates that product feature of the smartphone
will affect the purchase intention. The third hypothesis suggests that the
brand of the smartphone will impact the purchase decision of the smartphone.
This study aims to identify the factors influencing the purchasing intent of
smartphones among Sunway College students.
There is a significant relationship between the brand name
and purchasing intent of smartphone.
There is a significant relationship between the product
feature and purchasing intent of smartphone.
There is a significant relationship between the price and
purchasing intent of smartphone.
How does the brand name of a smartphone affect the purchasing
intent of smartphone?
What is the impact of the role of product feature on the
purchasing intent of smartphone?
How does the price of a smartphone influence the purchasing intent
To investigate the impact of different brand names towards
the purchasing intent of a smartphone.
To understand the role of product features on the purchasing
intent of a smartphone.
To find out the significance of price towards the purchasing
intent of a smartphone.
The aim of this study is to investigate
the factors that affect Sunway College students’ intention to purchase a smartphone.
Purpose of Study
Analytics also revealed that there is a usage of 1 billion smartphones
worldwide, with a penetration of 1 in 7. While in Malaysia, the rate of
penetration stood at 1 in 4 and 17.3% of the age of smartphone users is between
20 to 24 years old. These facts are also
supported by a survey done by Ericsson. According to Ericsson (2013), the
report of the study indicated that the adoption of smartphones will
tremendously grow in the upcoming years with the subscriptions of smartphone to
increase by nearly 5 times between the years of 2013 and 2019. This will in
turn cause South-East Asia and Oceania to have an excess of 700 million subscriptions
devices and now more widely known as smartphones are gradually taking over our
lives. Most us Malaysians do own a smartphone and it is part of our belongings
no matter where we are. According to a statistical report by the Malaysian
Communication and Multimedia Commission (MCMC), it is shown that 53.4% of
Malaysians use smartphones (MCMC Statistic, 2014). The International Data
Corporation (IDC) report also showed that smartphone demand has grown in
Malaysia due to the fact that affordable smartphones are easily available in
the market (Bernama, 2012).
Background of Study
Factors Influencing Purchasing Intent
of Smartphone Among Sunway College Students
Keywords: Purchasing Intent, Sunway College students, Product
Features, Brand, Price
Smartphones are making impact in the modern world and many of the world
population are converting from mobile phones to smartphones. This study main
purpose is to identify the factors influencing the purchasing intent of smartphones
among Sunway College students. Evidences are gathered based on research
methodology to achieve research objectives. The finding of this study shows
that three main factors namely price, product feature and brand name have a
significant impact on the purchasing intent of smartphones among Sunway College
Contact: [email protected]
Correspondence concerning this article
should be addressed to Chia T. Quek, Foundation in Arts, Sunway College, Jalan
University, Bandar Sunway, 47500, Selangor.
This research is supported by Foundation in
Arts, Sunway Foundation Programme.
Chia T. Quek, Foundation in Arts, Sunway
Chia T. Quek
Factors Influencing Purchasing Intent of
Smartphone Among Sunway College Students