Impact of Brand Image Customer’s smartphone buying decision

Abstract

The Study aims at exploring factors that concern the purchasing decision towards smartphones. The variables that are used in the study are brand image, product price and purchase decision of smartphones. The research involves two independent variables namely, brand image and product price and one dependent variable purchase decision. A customer’s perception to the smartphone are generally influenced by the company’s brand image and also on the fat that the price at which the smartphone is available in the market. The finding of the study concludes that customers purchase decision are influenced not only by the brand image of the product but also the price factor of the smartphones as well.