CONCLUSION

 Conclusion 

In a nutshell, the aim of this research paper was to investigate the effect of brand equity on customer purchasing decisions of mobile phones, responses were gathered from both males and females, total of 300 respondents. Respondents for this study paper came from a variety of age groups, wage levels, occupations, education, location, status and variety of smartphone brands. The majority of respondents were males between the ages of 18 and 27, with a bachelor's degree as their educational experience. A closed-ended questionnaire was created and circulated to assess the various factors influencing purchasing decisions, including brand awareness, brand quality, and brand loyalty. However, according to the results, the majority of respondents believed that brand awareness, brand quality, and brand loyalty guided and affected their purchase decision when purchasing cell phones. 

Other than that, the outcomes of the correlation and multiple regression analyses revealed that the largest contributor was from the brand loyalty predictor component in justifying purchasing decision, implying that the majority of respondents believed their loyalty to the existing brand they used influenced their purchase decision. After that, the test and multiple analysis have showed that brand quality and brand awareness are the most significant deciding factors when buying a mobile phone in comparison to other variables. The study also revealed that even a practical commodity such as a mobile phone is bought on the basis of brand loyalty which are supported by brand quality and brand awareness. 

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