BACKGROUND OF THE STUDY

     


The research of Smartphone Chosen Brand among Malaysian is to decide the accurate marketing strategies according to the stimulating environment is challenging due to various elements that have influence on customer purchasing decisions. Keeping this view in mind, “In today’s new era world, brands play a pivotal role in our lives. They are not just mere symbols of the company or the product anymore; they now define a person’s personality, his lifestyle, his social and economic background and what does that person value the most? Because of these questions, consumers have a deeper connection with brands they buy and use.” (Hasan, 2008)

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