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. 

  1.   What is the effect of brand awareness on the consumer purchase decision of smartphone user?    2.   What is the impact of brand quality on the consumer purchase decision of smartphone user?    3.   What is the relationship between brand loyalty on the consumer purchase decision of smartphone user?    Objectives of the Research    The primary of this study of what is the outcome of brand equity on customer purchase decisio n, when it comes to smartphone.      1. To examine the effect of brand awareness on the consumer purchase decision of smartphone user.    2.   To  observe  impact of brand quality on the consumer purchase decision of smartphone user.    3.   To investigate the relationship between brand loyalty on the consumer purchase decision of smartphone user.      

  For this research study, we decided to choose a journal by Muhammad Amir Adam and Sameen Nasir Akber. We think that this research concept is interesting for us to determine the influence of brands specification towards consumer purchase decision on cell phone.   THE SOURCE LINK: https://www.eajournals.org/wp-content/uploads/The-Impact-of-Brand-Equity-on-Consumer-Purchase-Decision-of-Cell-Phones.pdf

       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)

  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.   ...

  Data Analysis &  Frequencies Demographic Subject Frequency Percent% Gender   Male Female 91 132 40.8 59.2 Age     Below 18 18-27 28-37 38-47 48-57   4 191 14 6 8   1.8 85.7 6.3 2.7 3.6   Education   High School Diploma Undergraduate (Degree) Post-graduate (Master) PHD Others 13 37 157 5 5 6 5.8 16.6 70.4 2.2 2.2 2.7 Occupation     Student Government officer Private company employee Self-employ 163 20 26 14 73.1 9.0 11.7 6.3 Income   Below RM1000 RM1001-RM2000 RM2001-RM3000 RM3001-RM4000 RM4001-RM5000 Above RM5000 153 25 16 13 7 9 68.6 11.2 7.2 5.8 3.1 4.0 Location   Rural Sub Urban Urban 23 50 150 10.3 22.4 67.3 Status   Single Married Divorced 197 25 1 88.3 11.2 4 Smartphone Brands   Iphone Samsung Huawei Oppo Xiaomi Redmi Poco Realmi Vivo Black shark ROG phone Iphone, Redmi Iphone, Samsung Iphone, HTC Iphone, Vivo Iphone, ROG phone Iphone, Oppo Iphone, Realmi Iphone, Huawei Huawei, Oppo Huawei, Xiaomi Hua...