PROBLEM STATEMENT

In the present context, mobile phones have a huge impact in people’s daily lives.  In our country, the mobile phone industry was still in its growth stage, compared to industrialized countries.  This is the fact that the economy of our country was in a stage of development. Nowadays, customers were more dynamic.  Their tastes, needs and preferences change with the advancement of technology and communication with the outside world. Most of the consumers only chosen a high quality of branded smart phone which they believe have high brand equity. Then, the main problem identified was to make research what is the outcome of brand equity on consumer purchase decision, when it comes to buying a smart phone, regarding mobile phone brands.  This research aims to determine how brand awareness, brand quality and brand loyalty give an effect towards customer purchase decision among Malaysian.