Buying Behavior of Smartphone among University Students in Pakistan

Abstract

The purpose of the study is to analyze the affect of price, brand, product feature and social influence on the purchasing behavior of the smartphone among university students in Pakistan. The factor analysis results show that there are 4 factors that are affecting the buying behavior of the consumers namely- product features, Brand Name, Pricing of the product, Social Influence. The result shows that purchasing the Smart phone among B school students are not associated with their