RESEARCH VARIABLE & QUESTIONS

 

Section 

Sources 

Demographic  

Primary Data 

DV: Consumer Purchase Decision 

(Muhammad Amir Adam, Sameen Nasir Akber, 2016) 

My awareness regarding a mobile brand guides my purchase decision. 

The overall assessment of the quality of brand affects my purchase decision. 

My purchase decision depends upon how others think about me with the type of brand I use. 

In future, I will buy the same brand that I already have. 

IV 1: Brand Awareness 

(Muhammad Amir Adam, Sameen Nasir Akber, 2016) 

Whenever I think about cell phones, the brand I use comes to my mind first. 

I can easily recall some of the features of my brand. 

I recognize the shape of my mobile phone brand among other brands of cell phones. 

I recognize the symbol or logo of my brand. 

IV 2: Brand Quality 

I am satisfied with the software quality of my brand. 

My brand has consistent performance 

The battery life of my brand lasts longer. 

The aesthetic appeal of my brand is stylish. 

IV 3: Brand Loyalty 

I am loyal to my mobile brand. 

The mobile brand, I currently use will always be my first choice. 

I will not buy other brands of cell phones if my current brand is not available at the store. 

I would still like to buy the same brand that I already have even if another brand has the same features 

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