LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Amrita Shrestha, Dr. Deepmala Singh

Abstract: Smartphones has become inseparable part of our life. Nowadays, people are always in search of latest smartphones and trend of changing smartphones is high. The objective of this paper is to examine factor affecting buying decision of smartphones among youths in Kathmandu. After researching several literatures, the study has chosen three variables i.e., brand, social influence, price and buying decision of smartphones. Questionnaire method with 5- point Likert scale was setup to carry out quantitative study among youths. The survey includes demographic and question-based factor on each variable. The main purpose of the study was to evaluate the difference, explore the relationship, and examine the impact among independent variables and dependent variable. Data collection is made with the help of structured questionnaires. The research design adopted in the study consists of descriptive, correlational, and multiple regression analysis. Various tools used for data analysis were mean, median, mode, standard deviation, variance, reliability test, independent sample t-test, correlation, regression etc. The data is found to be reliable as the Cronbach’s Alphas is 0.815. Based on the result of ranking question and Likert scale question Brand was considered as the first important factor, Price as second important factor and social influence as the least important factor influencing the buying decision of smartphones among youths. The correlation analysis showed that all the independent variables: price, brand, and product features have positive and significant relationship with the dependent variable: buying decision. As per the result of regression analysis, the impact of all independent variables was also found to be positive on dependent variable. On the basis of result obtained from the independent sample t-test significant difference was found in price but there was no difference in brand, product features, and buying decision across among youths in Kathmandu.

Keywords Smartphones, social influence, t-test, data analysis